Marketing

How to Create a Marketing Plan

This project guide helps two Sky’s the Limit members work together through four meetings as they collaborate to a marketing plan.

Meeting 1: Document customer segments

Before this meeting:

• Make sure that you’ve had an intro meeting. If you need help navigating your first meeting, visit this Guide to Your First Meeting.

• Review: Customer Segmentation article and Customer Deepdive Template

In this meeting:

• Use the Customer Deepdive Template to identify your main group of customers, the group that will find your services most valuable and identify some of the problems they face.  

• Based on what you find out through this exercise, determine your main audience(s).

After this meeting:

• Sleep on it! After a day or so, see how you feel and make any necessary adjustments to your notes. 

• Note any agreed-upon next steps.

Meeting 2: Discuss the right channels

Before this meeting:

• Review 16 ways to sell and 16 Ways to Sell Guide

In this meeting:

• Based on the 16 ways to Sell, review all of your available marketing channels. 

• Use your 16 Ways to Sell Guide to brainstorm options for getting the word out about your product or service.

After this meeting:

• Review your notes about which channels make the most sense for your business and plan for your next meeting.

• Note any agreed-upon next steps.

Meeting 3: Pick the right channels

Before this meeting:

• Review 16 ways to sell

In this meeting:

• Discuss any new information from your last meeting. 

• Determine which marketing channels are most realistic for where your business is now and what resources or tools  you’ll need to make it happen. 

After this meeting:

• Set SMART Goals for what you want these channels to do for you in the next year.

• Note any agreed-upon next steps.

Meeting 4: Create Marketing Plan

Before this meeting:

• Review: Create a Marketing Plan

In this meeting:

• Review your SMART Goals for each of the channels you’d like to use. 

• Start planning content – writing, design, video, flyers, etc you may need. If you’re using digital media check out this Content Calendar and determine how much you can spend, if anything, to promote each channel. 

After this meeting:

• Based on your plan, try to create your first social post, reach out to affiliates, or start building your website. 

• Be sure to mark your project complete, update your business tracker, and start a new project!