2018 is fast approaching, which means it’s time to plan your six-month marketing plane for your business!
Are you excited? I know I am!
In this post, I will break down the process for you so you can come up with your own marketing plan for your business. This is the exact steps I take every six months to come up with my marketing.
I started using this process a couple of years ago and I can honestly tell you that having a clear plan where you know exactly what’s going to happen next in your business is not just taking the confusion away, but it’s also a sure way to manage your time more efficiently and make space to grow your business.
A couple of notes
1. It can be a bit overwhelming, so I want you to really take the time and invest in this so you can actually make your 2018 calendar and see it through.
2. From my experience, it’s more helpful if you actually work on an erasable calendar.
Here’s the link to the calendar I got from Amazon:
And here are the erasable markers I got:
A few things before you get started:
1. Find the time to invest in this planning.
This will help you plan your next 6 months of your business growth.
I want you to send everybody away, shut off your phone and make some space to create and think.
You really need to clear your mind and get focused to be able to accomplish this.
2. I also want to encourage you to work on this with a team member, an assistant or even a friends who know you and can inject some idea throughout the process.
It’s helpful to bounce ideas and to get some input.
3. Lastly, like I mentioned, get a big erasable wall calendar, a whiteboard, or a big sticky board.
It’s extremely helpful to actually see your ideas on the wall.
Now let’s dive in and come up with a marketing plan for your business:
Step 1 (30 min)
Get crystal clear on what a successful year looks like for you.
This will look different for everyone.
So the question to answer is:
If absolutely anything is possible and everything you consider as success in your business will happen to you, what would that year look like?
What would YOU do in your business, if failing is out of the equation?
This is where you dream BIG.
There are no limits to what you can imagine and think of so take this time to really listen to your heart and wildest aspirations.
Don’t hold back.
What will a breakthrough year look like?
Here are some examples from some of my clients to get you started:
A year when I will have a steady income.
A year when I will have a wait list and clients will wait for weeks to work with me.
A year when I will have 3,000 people on my email list. All are very responsive and eager to hear and engage with me.
A 12-month mastermind with 10 people in it.
It can be different for you with simpler or bigger dreams.
No judgment here.
Take the time to listen to yourself and lay out your dreams.
Step 2 (20 min)
What are you not willing to do in order to be successful?
For example: Not working over the holidays or not lowering your fees just to take new clients on because of the fear of not making enough money or not sleeping.
What are the things that you don’t want to experience again?
Be honest and think about the things that made you feel icky inside after doing them.
This could be business or personal.
Step 3 (1 min)
Declare your numbers.
Contrary to what other people might tell you, I don’t want you to think here or calculate as I have a feeling that deep inside you already know your number. Right?
I want you to feel free to just shout it out or write it down.
Whatever it is, I want you to feel commutable with your number.
The number should make you feel good and exciting.
Step 4 (1-3 hours)
Take a look at this year and look at what worked and what didn’t.
Use your whiteboard and layout everything you did in your business this year. Check the growth and what you did to make it happen.
Check the failures and what caused it.
Check your email list.
How many new subscribers do you have?
What’s the open rate?
How many new clients did you have this year?
What did you do to get them?
Was it mostly referrals or maybe you did some speaking gigs that generated new leads.
How about your fees?
Did you raise them this year?
If so, how did you do it?
Did you create new packages or maybe add some services?
How many webinars did you do this year?
What was the show-up rate?
It’s great to come with some metrics to the table.
You might think that your numbers here are not impressive, or they might make you think negatively but just know that you are only going to grow from now so it’s important to lay out the base for your growth.
Now answer the following questions (30 min)
What did you absolutely love creating and working on this year?
What was not fun to create and maybe brought some bad energy?
What was the most profitable?
What was the least profitable?
What brought the most leads?
What didn’t you accomplish because you didn’t have enough resources?
What did you want to do but couldn’t get to it?
I want you to be really honest and put everything down because we are going to use everything you mention in our next year plan.
Step 5 (2-4 hours)
This is the fun part. It’s where we are going to calendar and map it all out.
Phase one of step 5 is to decide where the money is going to come from in the next six months.
Create a pre-recorded digital course
Paid speaking gigs
Paid mastermind or group coaching programs
Get specific on the revenue projection of each activity you decided to do.
If you decided to do a live workshop, ask yourself: how many people do you want to attend it? How much will you charge? What are the costs to run a workshop? What will be the revenue?
If you are planning to have 1:1 clients, ask yourself: how many clients do you want to have? What will you charge them? Will you do all the work yourself or are you going to hire some help?
If you do this exercise and you come to short in your projections, here are some tips to elevate your numbers:
If you are planning to do workshops, you might want to get more people to join them. Same for masterminds and live events.
If you are planning to do a pre-recorded program, you might need to invest a bit more in the marketing so you can sell to more prospects.
You might want to raise your 1:1 fees or create up-sales with V.I.P clients
At the end of the day is to dream big but also doable. This is why I want you to take as much time as you need to make this fissile and to actually see this happen. You need to see it and believe it.
Phase two of the fifth step is to plan everything
Here we are going to use the erasable calendar to map out the calendar.
Here’s a link to the calendar I bought for this year. The point is that you can erase and move things around.
Now, look at the list of all the things that you are going to make to reach your goal this year and think specifically how you are going to make it happen.
You need to plan out the time on your calendar for your promotions or campaigns. You need to plan a concentrated time when you need to promote everything you put on your list.
Look at your calendar and choose two weeks when you focus only promoting one thing on your list. Plan webinars, emails or anything you plans to do to promote those services and fill the spots. The idea is to plan WHEN you are going to do this.
Now you need to add some time to get all the marketing materials. Logos, FB ads, sales pages, etc. People tend to forget this part and then get stressed about it. This is why it’s important to lay out everything on your calendar in advance so you know exactly what’s need to get done and to have it on time. So add two more weeks before the promotion to plan for it.
Now go over your list, one by one and think what will it take to make it happen and add it to your calendar.
Now step back and make sure you have at least 30 days between promotions. This is important for two reasons:
1. You don’t want to always promote. It can be a huge turn off to your prospects
2. You and your family will need some breathing time between the promotion otherwise you will get burned out very fast.
In those 30 days break, I want you to put on the calendar all the things that you plan to for your business growth that do not involve promotions like new branding, website redesign, recording a podcast, shooting you-tube videos, etc.
You might see some things to overlap, it’s OK. The important things are to see everything on your calendar and to make sure that it is doable. We are not looking for a fancy-dreamy calendar but a calendar that you are actually going to execute.
Key questions to ask yourself:
-If you were to pull this off, are you excited? Does it make you excited? If not, change it! You need to feel eager and enthusiastic to make this happen.
-Does it scare you a bit? You need to be stepping a bit outside of your comfort zone to get growing.
-Lastly, as you look at the calendar, do you need to hire someone to make it actually work? Take the steps needed to hire a new V.A or a project manager to help you with your big plan. There is no use of dreaming big if you are not going to take action.
What’s good about working on the marketing plan for your business is that in addition to plan your next six months, it will also give you some indication on your newsletters topics and editorial calendar so there’s no need to brainstorm this every time you sit down to write a new article or a blog post. It will actually save you a lot of time and give you a direction as to where you and your business are heading.
It’s time to act and grow your business :).
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