Four Steps to Writing Your Marketing Plan - Part 2
Welcome to Part Two!
As there are so many details that can be included in a well thought out marketing plan, I thought it was best to break this up into multiple posts. And I think it helps to know that you don’t have to write it all at once. Instead give yourself smaller chunks to do at a time in order to keep the task at hand from feeling daunting. So happy writing!
Setting Your Pricing/Selling Strategy
This has ALWAYS been a touchy area for me. In my photography business, I always wanted to be the photographer that was in reach for ALL clients. But in reality, for anyone to take me seriously, I needed to be aligned with photographers that were in my community and were targeting my market. While I wanted to make sure everyone could afford me, I didn’t look “as good” by being cheaper. Instead I looked like a beginner, or someone that could not be taken seriously.
Again, look at your competitors, what are they charging for the same apples to apples you are selling. For me, I was not going to compare my photography services to someone’s videography. These are different services that require different equipment, tasks, and skills. Instead, I looked at photographers in my area, what they were offering, if my packages were similar, and what their pricing was. I was not going to be exact, but wanted to make sure I was in their ball park.
Also, look at your expenses. There are many calculators out there to make sure you are calculating all of your time, skills, and equipment, and we may discuss them in another blog, but you can do a simple calculation of how much you want to get paid, how much your supplies cost you, etc. Make sure you are covering your costs and making money in the same transaction.
Your Customer’s Purchasing Process
How will your customer book your services or purchase a product from you?
Will it be online?
In your store?
Through a third party store (consignment or buy renting a spot?)
Fairs
Off of social media?
Using Google Merchant Center?
Amazon?
Try and outline all the ways a customer can purchase your product or service.
Sales/Promotions/Special Offers
While this section can change over time, for the start, what special offers will you have? Think through the process of how you will gain or retain customers.
Email Subscription Offers
Referral Offers
Holiday Sales
First time purchase
Free consultations
Whatever makes sense for your business and you are willing to give as a gift or discount will work. These can be used in all of your advertising. Keep in mind how much your customer will need to spend to make sure you do not lose out on the cost of this promotion or special offer. You don’t want to be deep in the hole and not get the ROI you are looking for.
What Are Your Marketing Materials
Whether you are starting your business fresh or are revamping your marketing, take a look at what you do and don’t have for marketing materials. What do you need in order to promote your business
Flyers
Tri-fold brochures
Website
Business cards
QR codes
Social Media
All of these items should follow your branding, have your logo, and have a clear CTA. Don’t give future clients too much to do on each item. They can get confused easily and bounce to your competitor. Instead, direct them in one or two calls to actions. Make it easy for them to know what you want them to do in these marketing materials. Detail out which items you need to recreate, create from scratch or fine the way they are.
Conclusion
Stay tuned for next week when we continue on with the marketing plan project. Don’t stress yourself in writing this out. Instead, take small chunks, work on it multiple stages if need be. This is YOUR business for YOU. Happy writing!
