Marketing Plan Foundation- DO NOT PASS GO

Every business's marketing plan will look different. Your marketing plan will feature the problem you solve, the solution you offer and a strategic plan to communicate with your target audience. BUT everyone should start with the following 4 cornerstones for the foundation of their customized marketing plan.

Create Your Brand Guide

Your business needs a Branding Guide to effectively communicate with your target audience.

A brand is a unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.

Whether you have intentionally created it or not, your business has a brand! A set of words or images that people associate with your business.

The good news is that you have the power to create and modify your brand. When you consistently represent your business with symbols, images and words you chose, people will start to associate THOSE items with your business.

Whether you are starting your business from scratch or you have made the smart decision to intentionally reshape your brand you should start with a Branding Guide.

A branding guide is a document that describes, defines and presents examples of what your brand looks like in various visual media such as print, Internet and broadcast.

Print the below Work Book and complete it while you watch my 7 minute video above. We will create a Custom Brand Guide for your business.

Brand Guide Work Book

A Work Book to Help You Complete Your Brand Guide

How to Create Your Ideal Customer Avatar

(And What is It Exactly?)

Benefits of Creating Your Ideal Customer Avatar

  1. Get clear on your offer
  2. Stand Out Amongst Competition
  3. Know What to Say
  4. Choose the Appropriate Marketing Vehicle

Work Sheet to Help You Create Your ICA

Download this worksheet to help you develop your Ideal Customer Avatar.

ICA Worksheet For Medical Practice/Clinic

Download this worksheet to identify the ideal customer avatar for your medical practice/clicnic.

Perfect Your Elevator Pitch

Create and Memorize a clearly articulated 30 second pitch that describes who you serve and how you help. Write it down to serve as the message you communicate to potential customers you find online.

Let's craft a 30 second pitch that will effectively enroll ideal customers in your business.

This Elevator Pitch Should Include:
1. Your Name
2. The name of your business
3. The problem that you solve
4. How you and your business solve that problem
5. For Whom do you solve that problem

Let's leave them thinking about the "Who?" so they will brainstorm someone they know who is your ideal customer.

After you have memorized your PITCH and have written it down to use online, watch my next video.

I am going to show you where you need to leave free "electronic business cards" on the web.

Where to Strategically Share Your Branded Message Online

There are strategic FREE places online that you, a small business owner, should update with your contact information and branded message.

Your business is discoverable whether you intend for it to be or not.  Make sure every mention of you to your potential customers is consistent with your brand guide.  In this video we will go over the places online that you should include your contact information and branded message. 

This will ensure that potential customers who are looking for your business or a solution to the problem that you solve read the message that you want them to hear AND that they know the best and easiest way to contact and do business with you.

Think of it as leaving free online business cards around the Internet where the majority of users are spending their social time online (i.e. the popular social media sites as of today).

These "free electronic business cards" should be left on the following social media platforms, meaning you should CREATE PROFILES on the following social media sites explaining to potential customers the problem that you will solve for them and WHERE they can do business with you (if  you do not do business on that particular site it is OK. You will direct these potential customers where you want them to go)  THIS DOES NOT MEAN you have to utilize these tools as part of your marketing strategy.

It is smart to create profiles using your brand guide  on:

1. Facebook

2. Instagram

3. Linked In.

Refer to my previous video  "How to Create an Instagram Business Account" by clicking the button below.

Ready to Update Your LinkedIn Profile?

Ready to Update your LinkedIn Profile using your new brand guide and elevator pitch? Click here to watch a video that will take you through the step-by-step process to update and optimize your LinkedIn profile.

Ready to Update Your Instagram Profile?

Ready to update your Instagram profile using your brand guide and elevator pitch? Click here to go to our free Instagram Marketing Guide..


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