A one-page marketing plan to help your business soar
Small business owners often suffer from time and resource limitations.
If you are one of them, you must have wanted to get the most out of your marketing budget?
But what happens is you try different marketing strategies without a plan and come away with little success.
According to statistics from Forrester, 37% of marketers waste their investments because of poor data quality. About 35% struggle with random targeting and 30% lose customers because of this problem.
Even if you are lucky to win a big deal, you will soon find yourself unable to scale your business and generate consistent growth.
In this guide, we’ll find out how you can crush it this time around with a simple and convenient system named: The One Page Marketing Plan.
What is the one page marketing plan?
The one-page marketing plan is a strategic plan to create, implement, and track marketing tactics for a specific length of time.
Allan Dib introduced the concept through his Amazon bestseller, The One Page Marketing Plan.
Allan summarizes the most critical things that you can quickly implement, get results, and then adapt to improve performance.
This article will detail Allan Dib’s marketing plan, how it works, and why you should use it.
Let’s get started.
How to write a one page marketing plan?
The name One Page Marketing Plan emphasizes putting your direct response marketing campaign on one page. It requires you to deconstruct your marketing efforts into specific components, plan your actions, and put your marketing in motion.
So where to start ?
Aim for SMART goals
For businesses, the key to long-term success is developing a workable marketing plan made up of SMART goals.
Specific, Measurable, Achievable, Realistic and Timely (SMART) goals push you out of your comfort zone, guide you and help you achieve your goals.
Here is the structure you can use to set SMART goals.
Draw your goals on a template
A template allows you to focus on more efficient and creative work. It helps you generate content for users while staying brand compliant. Templates also omit wasted content, which lowers the overall cost of acquiring customers.
Allan offers a âOne Page Marketing Planâ outline in his book, presenting an easy way to create a perfect marketing plan. You can use this template to create your personalized one page marketing plan.
The model has three stages of marketing: before lead generation, during lead generation, and after the prospect turns into a customer. Each phase has three stages, covering a total of 9 model stages.
With that in mind, let’s break down each step to see how the model helps your team run more efficiently and stand out in today’s competitive market.
The “Before” step
In the âbeforeâ stage, you connect with prospects, people who don’t know you exist.
The purpose of this phase is to raise awareness, make your prospects known and pursue them to respond to your message.
1. Focus on your target market
Selecting a super-specific niche is a critical first step in the marketing process. This will ensure a better resonance of your marketing assets, which will make your marketing much more effective.
The key here is to find a niche in pain.
If you think about the last time you banged your head for not creating enough content, a SaaS company won’t have a hard time selling you content marketing tools. You’ll get it back at least for a try, because you’d be doing whatever it takes to create tons of content faster.
If you already live in your target market, you should be aware of their challenges and concerns.
If not, it’s time to do a market segment study:
- Find books that your target market reads.
- Read the forums where they ask questions.
- Analyze the PVP (Personal Development, Value, Profitability). Make sure your target market brings you joy, money, and a problem to solve.
- Test if your target market is paying money for pain relief.
2. Create a compelling message
Most marketing messages are ordinary and boring. To stand out from the closest competitor, you need to create an eye-catching instant message combined with your unique selling proposition for your target market.
How? ‘Or’ What?
Allan’s golden rule is to focus on one ad, one goal. This means that with every ad (or any other marketing asset like blog posts), focus on one goal at a time.
Let’s say you offer a social media marketing automation tool. Focusing on one social media channel for the ad is more effective than being vague with all channels. A LinkedIn automation tool has more impact than a social media automation tool.
You need to be clear about the purpose of your marketing assets before you create them.
Remember: people don’t buy products. They buy the solution to their problems. Your ad should reflect the problem and simultaneously offer your product as a solution.
3. Choose your marketing materials
There are plenty of advertising media to get your message out there, including blogging, email, social media, search engine optimization (SEO), podcasts, radio, and TV. you.
The trick is to know where your target audience has spent their time. It can be Facebook or LinkedIn, or both.
For example, Instagram is the best channel to help people lose weight with exercise and diet tips.
The “During” step
In the âduringâ phase, you deal with prospects. They know you and have shown some interest in your products or services by responding to your marketing messages.
The goal of this step is to convert prospects into customers.
4. Capture leads
Capturing leads isn’t just about saving leads’ contact information in the hopes of getting them to buy in the future. Its goal is to deliver lasting value, build confidence and develop authority.
It works like connecting with real human beings by giving them a gift to make their life easier.
An email with a free pdf or link to how to rank first on Google video sharing is the best way to deliver value, showcase your expertise, and build relationships.
5. Feed the tracks
You can’t just send gifts and wait for sales to come in. Nurturing prospects is as important as attracting them.
A promising future follow-up email is like a welcome guest for prospects.
You can go beyond emailing by building your marketing infrastructure, including newsletters, email sequences, social media, podcasts, and more.
6. Convert leads
At this stage, you need to build enough trust and demonstrate the value that turns prospects into customers.
How? ‘Or’ What?
Testimonials, case studies, and guarantees help you gain the trust your brand is looking for.
Once prospects believe in your worth, you’re ready to pull the trigger with a compelling offer.
Use these tactics to design an attractive offer:
?? Limit the choices: Instead of giving too many options, limit your offering to âstandardâ and âpremiumâ versions.
?? Do it risk-free: Offer an âunlimitedâ version of your product or service for a fixed price.
?? Provide a High-Ticket ingredient: Since only a limited number of people buy the best option, offer them a unique, big budget product or service.
?? More discount: Instead of offering a discount, increase the value by adding more products or additional services.
â Let them âTry before you buy: It works like dating clients before they engage. Genuine customers don’t turn their backs if your product meets their needs.
Here’s a tempting offer, along with a free trial and additional services, that I received from Semrush, a keyword research tool:
The “after” step
In the âafterâ step, you connect with customers. They already love your products or services and have paid you at least once.
The goal of this step is to turn your one-off buyers into loyal and loyal customers. Your relationship with customers continues as an ongoing âvirtuous cycleâ where you grow relationships, do more business, and gain more referrals.
7. Provide a world-class customer experience
Businesses have customers; brands have enthusiastic fans.
A world class experience for your customers turns them into your tribe of followers who can’t wait to buy from you.
Here are some tips for turning customers into fans:
- Continually court your customers
- Building and cultivating lifelong relationships
- Do business with you the fun and easy way
- Create a theater around your products or services. Make your education and performance more fun.
- Build processes that ensure consistent delivery of a WOW experience.
Ben Greenfield, biohacker and physical trainer, never fails to impress his followers. His recent email to make a mouth-watering dessert from healthy ingredients is a perfect example of a WOW customer experience.
To deliver such an experience, you need to keep digging into your customers’ weak spots and delivering solutions through your products or services.
Customer lifetime value
You can continue the flow of income through your existing customer base. Here are some noteworthy ways to do it:
- Sell ââadditional products or services.
- Increase prices with quality.
- Go from low cost products to high cost products with other features.
- Revive your old customers with new versions of your products or services.
Your existing customers are the basis of your new customers.
Take action that drives referrals.
- Ask satisfied customers to refer to your products or services.
- Offer discounts, coupons and freebies in exchange for referrals.
Put it all together
You can take advantage of the one page marketing plan as the fastest path to income. It helps you reach interested prospects, turn them into buyers, increase the frequency of transactions per customer, and turn them into raving fans.
Start designing your marketing plan now and see the results for yourself.
If you have any questions or need help, feel free to comment below.