Create A Killer Marketing Strategy In Just One Page

Create A Killer Marketing Strategy In Just One Page
SHARE
THIS



Marketing doesn’t always come easy, so Simon Dell from marketing agency TwoCents has created a marketing strategy for brands that fits all on one-page for your perusal.

Let’s be honest: if you’re a business owner and you don’t have a marketing plan, you’re basically flying blind with your marketing efforts.

Quite often, this results in businesses that:

  • Waste a lot of time and money on marketing efforts that don’t work
  • Aren’t sure why they are doing their marketing
  • Have a very disjointed approach to their marketing platforms (and this reflects badly on their branding)
  • Are inconsistent in their marketing
  • Find their growth stagnating

Clearly, a marketing plan is not optional. However, just having a marketing plan isn’t enough. You have to actually put it into practice.

The problem with most marketing plans is that they are long, complicated, and boring – you’d probably never want to look at them again. That’s why for most small-medium businesses, a one-page marketing plan tends to work best. If you keep it simple, readable, and achievable, you might actually follow it!

Here are some pretty clear benefits of putting together a one-page marketing plan:

  • You’ll be able to put it up on your wall and see it everyday
  • It’s simple enough for all of your employees to understand
  • It’s easy to make changes as you go
  • It’s visually engaging
  • It keeps you focused on the most important things (no chasing shiny objects)
  • It’s the KISS principle in action!

Because you’re limited to one-page, you can only put the most important elements on your marketing plan. Each of these elements are explained in detail below.

Company Statement

You can’t market yourself if you don’t know who you are. This is about more than just the products or services that you sell, it’s also about what makes you different in the market.

Once you know why people should buy from you (as opposed to your competitors), you will find it much easier to decide on an approach with your marketing. This company statement is also a great piece of branding that you can put on your website, print marketing, and social media pages!

Example Company Statement: “We are Australia’s largest and most trusted manufacturers of red underwear. We focus on quality, fashion, and are proud to keep our products ahead of current trends.”

Goals

There’s no point doing any marketing until you have some concrete goals written down. Sure, it would be great to “attract more customers”, and “make more sales”, but until you write down exactly how many customers, what you want to sell, and how much you want to sell, and when you want to achieve all of this, it’s all too easy to drift along in your business without really achieving anything.

Example Goals: “We would like to increase our customer base by 10 per cent within one year, and have 50 per cent of our previous customers purchase from us again during this period.”

Target Audience

Your audience is not “everyone”. Sure, there’s a chance that anyone could need your product or service, and you don’t want to alienate any particular group of people, but when it comes to your marketing, if you can focus on one or two specific audiences, your efforts will be much more effective. Think of your ideal customers – who are the most pleasant to deal with, and who is likely to spend the most?

Example Target Audience: “First time mothers aged 20-40, living in Australian capital cities.”

Key Competitors

Spend time researching your key competitors. Know what their strengths and weaknesses are, what marketing is working for them, and who their audiences are. Being aware of your competitors ensures that you work hard to make your products, services, and marketing at least as good, if not better.

Tactics/Channels

How will your audience find out about your business, your products, and your services? You could have a presence on every social media channel, every advertising network, and spend hours per day creating content. But chances are, you don’t have the time or budget for this. Know what channels your target audience are likely to access most often, and focus your efforts on these.

Content

There’s not much point in signing up for social media channels, a blog, and a variety of other platforms if you’re not going to share content on them. Businesses with no content give potential customers the impression that they’re either closed or very behind the times. Avoid giving this impression by planning ahead with appropriate content that you can schedule or post regularly. Ask yourself what kind of content your audience might relate to, what information you could share that is relevant to your business, and how you can use it to engage your audience and grow the relationship.

Conversion Funnel

Remember – the point of your marketing is to attract an audience, convert them into leads, nurture them, and then hopefully provide an environment where they feel comfortable to buy from you. Putting this process into a conversion funnel visually lays out the path a customer might take from first point of contact with you, through to the final sale. This is where all of your marketing efforts come together and actually make sense!

Put into a diagram your key channels, the offers you are going to promote on those channels, the content you will share to nurture your audience, and the products and services you hope to sell. See the diagram below for an example of what a simple conversion funnel might look like.

Conversion Funnel

Metrics

An important part of marketing that is often neglected is measuring for results. You should know which marketing tactics are working to achieve your goals, how much they are costing you, and where to invest more time and money in the future. Take note of which metrics are likely to be important to your business and ensure that you look at them regularly. Use your metrics to adjust your marketing plan as you go.

Adapt it to Your Needs

Let’s be clear on something here… every business has different areas that they need to focus on. This marketing plan template is generic in nature, with a focus on digital marketing, so you may need to adapt it to your business’ requirements. Use it as a starting point and add or remove sections as you see fit. There are other articles out there with different approaches to a one-page marketing plan, so it might be worth looking at some alternatives.

Over to you now…

Do you have a marketing plan, and if so, do you actually use it? Would you be more likely to refer to a simplified one page marketing plan that you can laminate and put on the wall in your office?

Please login with linkedin to comment

ADMA WA michael corry

Latest News

SEN Bags Australian Broadcasting Rights To English Premier League
  • Media

SEN Bags Australian Broadcasting Rights To English Premier League

SPORTS Entertainment Network (SEN) has strengthened its position as the home of football by securing the Australian audio broadcast rights to the English Premier League (EPL). The EPL broadcast adds to SEN’s existing football coverage. The current stable of football content includes broadcasting the upcoming 2022 FIFA World Cup, 2023 FIFA Women’s World Cup, the […]

BTS Teams Up With Samsung And Cheil Worldwide As Part Of Global Promotion Of Flip4 Series
  • Campaigns

BTS Teams Up With Samsung And Cheil Worldwide As Part Of Global Promotion Of Flip4 Series

Pop sensation BTS and Samsung Electronics have continued their collaboration, releasing a campaign for the new Flip4 phone as part of the biannual Galaxy Unpacked event. As part of its global activation, Samsung launched an hour-long takeover of the world’s iconic screens in popular districts including 15 digital billboards across New York’s Times Square, one […]

Coates Group Named As Global DMB Parner For McDonald’s
  • Marketing

Coates Group Named As Global DMB Parner For McDonald’s

Global digital merchandising technology company Coates Group has been named a global partner to quick service restaurant, McDonald’s. The relationship between Coates and McDonald’s, which currently spans 50 years, is set to continue thanks to the recent announcement which is the largest global agreement between the two companies to date. Coates was recently named McDonald’s […]

London, UK - July 31, 2018: The buttons of the app Reddit, surrounded by Pinterest, Whatsapp, and other apps on the screen of an iPhone.
  • Technology

Reddit Wants Australians To Join New Developer Platform

Reddit has today announced a new Developer Platform a unified space for developers to create and launch programs and apps to run specifically on the platform that will make it simpler and more engaging for users. The Reddit Developer Platform will focus on improving support, flexibility and performance for Reddit’s third party developers, and will […]

Michael Cassel Group Names Former SMH Producer Nathanael Cooper As Director Of Publicity
  • Media

Michael Cassel Group Names Former SMH Producer Nathanael Cooper As Director Of Publicity

Michael Cassel Group today announced the appointment of journalist Nathanael Cooper as director, publicity to spearhead the company’s Australian and global communication campaigns and strategy. Cooper was previously the executive producer, audio at The Sydney Morning Herald and The Age, responsible for the audio strategy and distribution at both publications. He also hosted the daily […]

Crimtan Lands New ANZ Sales Director Jeff Purser
  • Marketing

Crimtan Lands New ANZ Sales Director Jeff Purser

Programmatic marketing group Crimtan today announced the appointment of Jeff Purser (pictured) as its new ANZ sales director. In his new role, Purser will be responsible for driving revenue and results for Crimtan’s broad customer base across Australia and New Zealand. He will be working closely with JAPAC commercial director, Joshua Wilson, to build on […]

DGtek Appoints Edge As Creative For Retail Arm Pineapple Net
  • Marketing

DGtek Appoints Edge As Creative For Retail Arm Pineapple Net

Edge has been appointed by DGtek to provide brand, creative, and media services for its retail brand Pineapple Net. DGtek has rapidly expanded its full-fibre optic broadband network in Melbourne and in other major cities in Australia with network covering over 35k premises. Pineapple Net, as DGtek’s retail brand, was awarded the prestigious CommsDay Eddison […]

Komo Lands Niel Isdale As Chief Revenue Officer As Sydney Arm Launches
  • Marketing

Komo Lands Niel Isdale As Chief Revenue Officer As Sydney Arm Launches

Perth based audience engagement SaaS platform Komo has announced Niel Isdale (pictured, right) will be stepping into the role of chief revenue officer, accompanying the news it has opened a Sydney office to service and expand its growing portfolio of clients. Isdale brings 11 years’ experience in leadership roles, including two years at LinkedIn where […]

IAB Report Finds Drastic Shift Towards Programmatic DOOH Advertising
  • Advertising

IAB Report Finds Drastic Shift Towards Programmatic DOOH Advertising

Australian advertising agencies are continuing to embrace programmatic digital out of home advertising (pDOOH), with 83 per cent of agencies having used pDOOH and 48 per cent at least regularly considering it according to the Attitudes to DOOH 2022 Report which was released today by IAB Australia at AdTECH:OOH. The Report is based on a […]

A Letter To All The Women I’ve Learnt From: Jane Ormsby, Scroll Media
  • Media

A Letter To All The Women I’ve Learnt From: Jane Ormsby, Scroll Media

The founder of Scroll Media, Jane Ormsby, has kindly shared with B&T a lovely letter dedicated to the women she’s learnt from: I was recently asked to be a Judge for the B&T Women in Media Awards, which was an absolute privilege. As a female founder of Scroll Media, I was given the Entrepreneurs Category […]

Bundy Rum & Leos Launch First Mixed Gender Fantasy League For NRLW
  • Campaigns

Bundy Rum & Leos Launch First Mixed Gender Fantasy League For NRLW

Just in time for the kickoff to the NRLW Premiership season, Bundaberg Rum and Leo Burnett Australia have partnered with the NRL to create the world’s first official mixed gender fantasy league: the Bundy Mixer. This first-of-its-kind program has been developed to allow fans to build their team by selecting players from both the men’s […]

Getty Images’ Kate Rourke Talks BeReal, GenZ And The Importance Of Visual Advertising
  • Advertising
  • Media

Getty Images’ Kate Rourke Talks BeReal, GenZ And The Importance Of Visual Advertising

Advertising to Gen Z is proving to be a complicated task for many companies as they try and grapple with changing interests and mediums. Recently, B&T was lucky enough to catch up with Kate Rourke (pictured), head of creative insights at Getty Images APAC, to discuss the rise of apps like BeReal and TikTok and […]

Optus Joins The Ash Barty Party & Becomes Her First Partner Since Retirement
  • Media

Optus Joins The Ash Barty Party & Becomes Her First Partner Since Retirement

Optus has announced world-champion tennis player Ash Barty as its chief of inspiration, Barty’s first new partnership since her retirement from professional tennis in March.   The partnership will see Barty feature in a mix of content initiatives, employee engagement programs and community-focused campaigns to connect Australians and inspire them to say “yes” to their dreams, […]

Tourism New Zealand And DDB Invite Curious Explorers In New Global Campaign
  • Campaigns

Tourism New Zealand And DDB Invite Curious Explorers In New Global Campaign

Tourism New Zealand has unveiled its first global campaign in two years, IF YOU SEEK – the country’s invitation to international visitors. Launched today in core visitor markets such as Australia and the United States, IF YOU SEEK explores perspectives unfamiliar to the travel category; enticing audiences to explore Aotearoa New Zealand via glimpses of […]

Hardhat Lands Retail Pioneer Godfreys Account Following Tough Pitch
  • Marketing

Hardhat Lands Retail Pioneer Godfreys Account Following Tough Pitch

Following a competitive pitch, retail group Godfreys has announced the appointment of independent creative agency Hardhat. Following two years of growth, with the business now sitting at more than 150 stores and 3 million customers, Godfreys has set about transforming its retail stores to more accurately reflect the business’ category leadership and expertise. At the […]

Shine Awards 2021, Cruden Farm, Langwarrin,     Picture Yuri Kouzmin
  • Media

Rural Aussie Women Celebrated With The Announcement Of 2022 Shine Awards

Rural and regional women who have excelled in making their communities better places to live and work are set to be celebrated with the launch of the Shine Awards, a six-year partnership between rural and regional newspaper, The Weekly Times, and Harvey Norman. Readers are being asked to share their stories and nominate the unsung […]