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

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]