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Want to learn how to create a digital marketing plan?
Recently I had the chance to read The 1 Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From the Crowd, written by author Allan Dib. The first question you may be asking yourself is a one page marketing plan?
Yes, it is indeed a one-page marketing plan or really even a one page business plan. Allan, in this book, details the only marketing plan your business will ever need to grow over time. It’s as simple as that.
So, what I want to cover here is an overview of the book and my takeaways from the book itself—nothing more, nothing less.
If you want to purchase this book, click the button below to buy it on Amazon.
If you are hesitant about the purchase, think of it this way. This purchase is an investment in your business to learn how to market it and earn significantly more money than you are now. This book could be the next step to take your business to the next level.
Although this book seemed to be short in a sense, it was packed with plenty of content. The whole idea behind The 1-Page Marketing Plan is that the page is divided into nine different squares. These nine squares are divided into three sections: The Before Phase, the During Phase, and the After Phase. So allow me to do a one page marketing plan summary very briefly.
The Before Phase is the timeline where you understand your customers and whom your ideal target market will be. While this section should relatively be the easiest if you already have an existing business, it is essential to READ and not skip over it.
You can ask yourself questions to understand your customer better, leading to new ways to expose yourself to them and make more money off of that.
Additionally, if you have a business idea to start up, it gives you the chance to question who you will be targeting. It isn’t about reaching the most significant amount of people as possible; it’s about focusing on the appropriate markets to earn the most amount of money you can.
Dib gives you a chance also to craft your marketing message and your unique selling proposition. But it’s much more than that. He gets you to dive into what you provide. An example he puts is that you’re not selling insurance if you are a salesperson for an insurance company. Instead, you are selling security for the unexpected future. It makes sense, we don’t purchase for the looks of the policies, we purchase for the protections it will provide us.
Selecting the appropriate media to advertise your business through is also very important, and while this chapter was relatively simple, you need to consider all available options. Allan seems to encourage this through the chapter and understands that social media marketing (or digital marketing) is not a marketing strategy. It is simply a media to market through.
This chapter is probably the most important, especially if you’re struggling to find business. We must seek out the markets we want to target to understand how to market towards them appropriately.
This phase comes after you’ve identified how you will market to your targeted audience. This section is described as the phase where you have garnered interest in potential leads, but they haven’t converted necessarily yet.
An important thing to understand is how to capture your leads. We all may go the basic idea that whenever someone approaches us regarding our products or services, we need to sell them. But that isn’t necessarily the case. We should instead be educating them about said product or service and what it does.
Not every person you come across is willing to purchase something from you. It would be best to seem like an expert or at least someone who knows what they are talking about.
Simply put, you wouldn’t purchase a car from a salesperson who can’t answer basic questions about the vehicle, such as performance, repairs, or fuel mileage.
Ideally, you will want to capture them in your marketing system or CRM (customer relationship management system). This way, you have their contact details, and you can offer enticing information related to your products or services to help convert sales.
For example, suppose you are a tax advisor and have managed to talk to some people about signing up for a free eBook. In that case, if you have their details, you can later email them a blog article or video stating basic ways to reduce your income taxes. It provides more value to the person that will help you convert information into sales.
Allan lists out more details on how you can turn those potential leads into actual customers, which you will need if you ever want to acquire customers and turn them into lifelong fans to help your business seek more customers and build a brand.
This phase is sectioned off to talk about after you have acquired your customers. Allan Dib discusses the importance of learning how to acquire the customer and how you maintain the customer and have them continue to do business with you.
Delivering a world-class experience is essential, and Allan discusses various ways you can do just that, including using technology to reduce friction and disarming any sales preventions. For example, as Allan has discussed in the book, If you own a restaurant that only takes cash because your debit/credit machine is broke, there is sales prevention. You’re making it very inconvenient for customers who want to use their debit or credit card to pay, as they may not have any cash. We know how troublesome that can end up being.
There are ways for increasing lifetime value for your customers, a critical measure of your business’ success. Various strategies are discussed in this book, but if you have done your research into different marketing strategies and whatnot, you may not find the surprising designs offered in this book. Yet, they still can be helpful for increasing customer lifetime value nonetheless.
Building referrals is a great way to generate new customers for your business. You can use your customers to hopefully generate more sales through their recommendations, although word of mouth marketing isn’t a great marketing strategy (we will discuss this in a moment). What might be more pivotal for your business is to understand where your customers hang out or shop/do business. If you can find these prime locations and formulate a referral that provides the business value as well, you could be looking at a gold mine of new customers.
Ideas Discussed Throughout the Book:
Word-Of-Mouth Marketing Isn’t an Ideal Marketing Strategy:
If you’re like me, who has taken an entrepreneurship class in the past, whether in high school or university/college and had to create a project based on building a business or business plan, you’ve probably used word of mouth as a part of your marketing plan.
Word-of-mouth marketing can be very beneficial to your business. Undoubtedly, it is a good referral option that doesn’t cost you much money to generate and generally does not require much effort on your end, other than providing someone an excellent experience to develop your referrals.
The biggest problem is relying on that strategy to build your business up.
You see, according to Allan, being able to generate referrals from anyone requires them to think about you, and if you were to hand them over a mediocre experience, what do you think that happens? Are they going to think about your name? Not necessarily.
Now, if you provide an exceptional experience that the customer was thrilled about, what do you think the odds of referral from them are? Better than they were previously by offering a bland and copycat scheme of your competitors.
Other strategies likely will generate more leads, which could include email marketing and newsletters. Word-of-mouth marketing can be just in your side pocket as you focus on the customer and providing them a once-in-a-lifetime experience, rather than concentrating on whom they can bring in.
Your Advertisements Need to Have a Purpose:
You or someone you may know has done marketing in the past with the purpose to “Reach out to everyone in the public” or “Expose myself to everyone” but probably haven’t gotten too many calls regarding the ad or their business.
Why is this? Allan argues that this is a horrible strategy to perform for small business owners, or medium-sized business owners for that matter.
He even says that he’s received responses like “Well, Nike or Adidas does it,” as the business owner defends this marketing strategy.
While the big companies perform this strategy, they have an enormous influence and a huge marketing budget. Compare that with your maybe $1,000 marketing budget. You won’t go very far.
I was also someone who thought advertising to the mass public would be beneficial in generating new leads. It makes sense. The more people you reach, the more likely you are to get some business.
Yet, it doesn’t always work that way. Only 3% of people who read your ads are ready to purchase. Most are just fielding offers or aren’t interested at all.
So what you ideally should do is focus on your target audience and what they like to do, as well as where they may be located. Then you may have better success at generating more leads and getting more business.
Stop Doing Random Acts of Marketing:
I am also guilty of doing this. Unfortunately, many other people are. It seems common sense that we should have a marketing plan to follow thoroughly, but the effort to create one isn’t there.
With many questions such as, what plan should I construct? How do I create one? They come into our minds.
Luckily Allan Dib is the solution to this problem. But by focusing on doing random acts of marketing, you are likely losing out on big dollars.
Marketing is probably the most critical aspect of your business because it’s the operations of marketing that will generate new and continued business. Yes, essential functions, like providing the product or service, is vital, but how did you get that customer to visit or talk to you? Good marketing is equal to good growth. At least, that’s what I think. You need something to fall back on, a guideline, and a plan, if you ever want to grow your business.
Marketing here or there isn’t reliable and often means you are underperforming on your marketing, which can cost you considerable amounts of money.
But by integrating a direct response marketing, it gives you the chance to build your customer base and generate sales without doing too much. Automated responses are generally easy to configure and set up, so when anyone is looking to sign up for a free budget spreadsheet (wink wink) for example, a direct response will be sent to the individual who signed up.
That way, they are within your marketing system, and you can provide them information to educate them about your product or service to generate more sales, while marketing your product.
So, if you fall under this category, it’s time to build a marketing plan and learn how through Allan Dib.
There are other strategies and wisdom mentioned through this book that I could discuss, but then again, I want you to read the book for yourself and use the template also offered through the book to grow your business.
What I will say is that this book is simple to read. There’s no extensive jargon or any marketing basics to understand necessarily. Allan does a great job of providing detail and clarification when needed.
His examples as well have been helpful in my understanding of the concepts he explains.
While I haven’t read too many marketing books in the past, I can say this has been the most enjoyable. In a way, it makes you excited to create a plan that will generate your growth. Yet, it also makes you rethink your business when needed and understand it better.
I recommend this book to ANYONE regardless of the size of the business you own and if you are or aren’t proficient in marketing.
This book provides a ton of value that we can all learn from. Plus, with it being only $15-$20, it’s a small price to pay for your business’s possible growth and expansion. Now you could find your answer to “how much does a marketing plan cost?”
Thank you, Allan Dib, for creating the book and making its concepts and a marketing plan template very accessible and easy to use.
Feel free to check out our other book reviews here.
If you are interested in seeing a written topic, let me know which in the comments below or by email under our contact page.
Thank you for reading.