A Simplified Marketing Plan that Works!
When I started my first business in 1981, I researched business plans and marketing plans. I looked at all of the formats and read a lot about the purpose of creating a business plan. But I never got enthused enough to do it.
When I launched my speaking business in 1997, I reconsidered a business plan and a marketing plan. Again, they looked too complex - like a lot of “overkill” for my one-person operation. But I soon found that I needed some type of plan that would remind me of where I was going and how I planned to get there.
For the past several years I’ve been using a simplified marketing plan. And it’s been working for me. It may inspire you to do something similar - or at least do something! Here’s how it works.
At the beginning of the year (or during my planning period for the year), I list the goals for my business. I try to look at all of the facets of the business. For example:
1. Book X speaking engagements.
2. Give X free speeches.
3. Generate $X in consulting fees.
4. Increase website traffic to X page views per month.
Then I list the key factors to my success for the year and assign a code for each. For example:
* Increase online visibility. Code V
* Deepen my credibility. Code C
* Emphasize my experience. Code E
* Generate passive income. Code I
Finally, I outline the audience(s) I want to serve, assigning a code to each.
Speakers Code S
Authors Code A
Consultants Code C
Small business Code SB
Now I’m ready to put my plan into action steps!
At the top of the first page, I list the first goal: Book X speaking engagements. Then I list as many activities that will contribute to that as possible. Here are some I’ve listed this year:
* New professional photo
* Monthly contact with key advocates
* Monthly postcards with tip to meeting planners
* Demo video updated; distribute to speaker bureaus.
* Timeline for each engagement.
* Send press releases for each engagement, as appropriate.
* Specific series of follow-up activities for each engagement.
In addition, I list specific prospects that I want to target this year.
I repeat this process for each goal, listing any marketing or sales activities I need to do under the goal to which it applies.
Next, I go back and code each activity. First with the Key Factors code. Will this activity contribute to my visibility? Credibility? Experience? Or Passive Income? An activity can have multiple key factors. If I find an activity that doesn’t contribute to one of my key factors for the year, I ask myself whether or not this is an appropriate activity for this year. In many cases, I’ll discard it or lower its priority.
Finally, I go through each activity and code the audience(s) for which it will be appropriate. Most activities can apply to several audiences, but I’ll often find that I’m ignoring one of my targeted groups for the year. Again, I ask if there are additional activities I should be doing to serve them better or is it appropriate to ignore them for this year.
As a format I’ve found that this works well for me:
Task
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The Secrets of…
A lot of advertising and mailings promise to reveal the secrets of something. Most of this kind of mailings deal with search engine optimization. They promise to know how to achieve a high ranking at Google. They tell the readers that they have a special access to Google or that they have cracked the algorithm how Google ranks websites.
Secrets are always exciting!
People are attracted easily by secrets. There is something special with them. Cracking the secrets of the Google algorithm seems to be a mystery like finding the Holy Grail. It is the Holy Grail of the internet community indeed! No wonder that a lot of e-books are offered that promise to find the grail that leads to a ranking among the top ten at Google search engine!
Why do merchants sell the knowledge about a secret?
Have you ever asked yourself why these Gurus and authors sell the secret how to get ranked on the top for a few dozens of dollars? Why do these people not keep and exploit the secret for themselves? They could become incredibly rich be keeping silent, because there is no advantage, if everybody knows and uses the same secret.
Or is it similar with the systems that promise high winnings in lotteries or Roulette? Some people make also a lot of money by selling such systems. If their systems were waterproof, they would monopolize and exploit it and not sell books about it.
Otherwise: Firms usually protect their secrets about their produces with patents and licenses. They only sell the right to use their patents for a fortune, not for dozens of dollars.
Selling the secret as good business
Selling the secret methods to success and wealth is a business of it’s own. There is a lot of literature about how people can find their way to a lucky and wealthy life. Thousands and thousands of people try to get rich in the online business. They are eager to learn how it works and how they can expose their websites in the best way. And a lot of skills are needed, indeed, to move a website to the top. It’s obvious that all these tips and tricks - enwrapped in the mysteries of secrets - sell themselves.
If everybody does the same!
Have you ever thought what happens, if everybody does the same, if thousands use the same methods in order to get a top ranking in a certain category? Only a few of thousands will make it to the top, even if everybody uses the same tricks. It’s by random to get to the top, apart from the right methods, dedicated work and persistence.
Open hints
The internet is full of free accessible hints about search engine optimization. A lot of stuff is spread out what has to be done in order to get high link popularity, high Page Rank and traffic to the website. Let’s have a look to some credible sources! The Member Area of Srub The Web offers an Optimization Overview and a downloadable Search Engine Secrets Report. A link at the website of linkpopularity.com leads to a free link pop guide that shows how to increase the link popularity. At last, but not at least: The google page www.google.com/webmasters let’s peep through the curtain.
A world without secrets?
If there were no secrets, people would figure out secrets. People need the excitement about secrets. Readers who enjoy hunting the secrets may dive in the thriller “The Da Vinci Code” by the famous author Dan Brown. Enjoy the secrets of
Lil Waldner is a business economist. She is experienced in project management and marketing. She has worked for public entities as well as for private companies. She has worked as editor of newspapers and she has written booklets and essays with economic and public issues. Visit her web site: http://www.store-owner.com/owner/lwmall
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Retractable Banner Stands
Banner Stands are an attractive and convenient way to showcase products and messages to a target audience. They are usually portable and flexible structures and carry attractive graphics.
One of the popular types of banner stands is the retractable banner stand. Easy to use, retractable banner stands work like a window blind- simply slide up the graphic over a pole and secure it. Retractable banner stands are also called roll up banners.
These banner stands are ideal for trade show displays. Because the printed graphic is stored inside the base, assembling and re-assembling is easy and takes little time. Retractable banner stands take about a minute to set up. All that is required is extending the pole and raising the banner.
Retractable banner stands also protect the printed graphic during transportation as it is secured at the base. Retractable stands like roll up stands exhibit displays and pop-up displays are ideal for exhibitions and trade shows.
There are two types of indoor banner stands - pole and retractable. Of these, the retractable banner stand is the most popular. It is has many advantages. For one, it is easy to use and does not require any training. It does not require any tools to set up. It does not have any bits to loose. The best feature about it is that the graphics are protected in a cassette. However, retractable stands are more expensive than the ordinary pole type. They are heavier than other banner stands. It is also difficult to change the graphics.
Budget roller or retractable banners range from $150 - $300. Banner stand prices include the printing of the full color graphic using digital artwork used by the company.
Retractable banners are a wise choice for exhibitions, trade shows, etc. as they are easy to assemble and costly graphics are protected. They can be setup for a show in a matter of minutes and taken apart and reassembled for the next show.
Banner Stands provides detailed information about banner stands, retractable banner stands, roll up banner stands, banner stand exhibits and more. Banner Stands is the sister site of Promotional Advertising Specialties.