- Today, we are going to talk
about how you can create a step-by-step marketing plan.
It's a step-by-step guide also
on creating predictable growth.
So, by the way, if you're interested in marketing,
don't forget to subscribe to this channel.
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So, in terms of creating a step-by-step marketing plan
that actually works, the methodology I recommend
is this book that's called Traction.
So, this is called the entrepreneur's operating system.
And you might be thinking,
well, that's great for entrepreneurs but I'm a marketer.
It's totally fine.
Like, it's a system that works.
If it works for entrepreneurs,
it probably works for marketers too.
You're looking to work off of a system
to make it predictable,
and then you're following that system every single week,
every single quarter, and it makes your life a lot easier.
So, the traction system, the book is by Gino Wickman,
it's really good because every single week with my teams,
we have these meetings and it all follows a certain format.
It's like going to the gym.
You go to the gym, maybe one day you're doing arms,
one day you're doing chest,
one day you're doing legs, right?
And on one day you're just doing cardio.
But you have a system that you're following
and you're being consistent with it.
What happens is when you start to fall off of it,
your results start to get worse, right?
And it's the same thing that happens with business too,
so you gotta have some system you can follow,
whether it's Traction,
there's another one called Scaling Up.
Scaling Up is one that you can also follow as well.
And what is really cool too is that every 90 days,
there's a cadence where you say,
okay, we're gonna do an off-site.
The off-site is let's talk through these issue,
let's talk through some new initiatives
that we have going on, let's talk through vision,
and the off-site sometimes, it is gonna take the entire day,
sometimes it might take two days,
but then you're planning for the next quarter.
And at the end of each year
and you do the off-site and you're planning,
you're doing annual planning for the next year.
You do this for your business,
you do this for your marketing team too.
That's the first step.
That's how you can decide where you wanna go.
You set these goals for yourself every 90 days
'cause 90 days is a good cadence to follow.
90 days just goes by really quickly.
The other thing I'm gonna say too
is if you're looking to build on a marketing plan
and you're working with people remotely,
you gotta have some type of collaboration with people
'cause you're not in the office,
you're not saying, hey, what do you think about this?
You're not having that ability to collaborate quickly,
but when you're doing video,
video takes it one step further,
which is why I always recommend
using some form of video chat too.
So, whether it's Zoom or Skype,
you can even do Slack video chat too
if you're paying for it.
It seems like a really basic thing to recommend,
but video chat is when we work for home,
everybody, we do a Brady Bunch style, right?
And it's really important that we all are showing our faces
'cause we're all bought in.
Because if one person or two people
decide not to show their faces,
then everyone decides they can do that,
where we're trying to send a negative message
that we can make exceptions, right?
If you start to make exceptions for one person,
you start to make exceptions for everyone,
so this is more like a cultural thing
but it does flow over into how great work is being done,
so keep that in mind.
Now, the other thing I'm gonna say too
is when you do these meetings, ask yourself these questions.
So, what worked really well last quarter?
What can we do better?
What should we start, stop, keep doing?
These are just a couple questions I'd ask myself.
Also, what are the things that we should double down on?
If they're working already, why not just double down on?
I think one of the mistakes around marketing
is you're trying so many things
'cause there's new tactics coming out all the time.
You gotta, like, kind of shield off
all the other noise that's coming in
and just focus on what's working for you
and double down on it.
That's one of the biggest mistakes I see people making.
The other thing is you have to know your numbers too.
If you start setting a bunch of metrics all over the place.
You say, oh, we want our ROI to be this,
we want marketing qualify leads here,
we want social media engagement,
we want all the, like, there's 10,000 metrics.
From an executive level,
you might only need three or four metrics, that's it.
But with other teams,
they might have their own kind of sub metrics,
but just keep in mind, it can start to get really messy
if you add too many metrics.
It starts to get really confusing, okay?
Now, the other thing I'm gonna say too
is think about what you can steal from other people.
So, there's a couple apps that you can use for that, right?
So you can see how your competitors are bidding,
what kind of ads they're using,
using a software like Adbeat.
That's A-D-B-E-A-T.
Adbeat will allow you to see
how long an ad has been running,
whether it's on Google Display, whether it's on YouTube.
Also, you can see
roughly how much you're spending over time,
what the trend looks like.
You can also use SEMrush.
You can also use Ahrefs too to kind of see how they're doing
from an SEO or SEM perspective.
Both SEMrush and Ahrefs are competitors
but I love both tools.
And the other tool that you can use
is called Nacho Analytics.
So, Nacho Analytics, like Nacho cheese,
(lively music)
actually gives you the ability
to take a peek at your competitor's Google Analytics.
Don't ask me how.
Like, I don't really know how.
But I did actually have that guy
on the Growth Everywhere podcast, so check that one out.
Growth Everywhere, Nacho Analytics.
But first, audit yourself,
then take a look at what competitors are doing.
Maybe take in some new tactics,
maybe five or 10% of the time, you're trying new tactics,
new strategies on the marketing side.
But I think more importantly than anything
is if you actually have a cadence that you're following.
Every single week, you're meeting.
Every single quarter, you're meeting.
You're planning annually.
That way, you're gonna get it going.
'Cause if you don't do that, everything is gonna fall apart
and it's gonna become really unorganized.
And people, when people start coming into work
and they don't know what they're fighting for
and it just feels like they're just coming in to work,
then you know you have a problem.
And you can feel that within.
When you can feel that, you know there's a problem.
So, I recommend Traction, I recommend Scaling Up.
Having that sense of methodology that's gonna keep you sane.
And if you are a marketer, I will recommend peer groups too
or an entrepreneur, any kind of ambitious person.
You gotta have a peer group too
because these people will keep you sane.
They're dealing with similar problems to you
and they can share gold nuggets of wisdom
that you wouldn't get anywhere else
'cause otherwise, you're gonna be operating in a box.
So, that's all I got for you.
Leave a comment, let me know what you plan to do
in terms of building that indestructible marketing plan
that is gonna last a lifetime.
And don't forget to watch the next video as well
and we'll see you tomorrow.