Creating Your Marketing Plan

The jobs your marketing plan must achieve

I was on a webinar last week about creating a marketing plan.

What made it interesting was the planning process was built around the jobs your marketing has to achieve.

It was basically a five step process, where your marketing has to take someone who is completely unaware of your business and turn them into not only a customer, but a regular customer and referrer of your business.

The process  your marketing plan has to cover is:

  1. Awareness
  2. Engagement
  3. Conversion
  4. Buying
  5. On going excitement

a. Awareness

To build awareness of your business and what you do you’re going to need to think about:

  • Your website
  • Advertising – PPC/traditional/online
  • Remarketing
  • Social media
  • Leaflets and flyers
  • Direct mail
  • PR
  • Talks/webinars

b. Engagement

They now need to get to know you better.

They’re very unlikely to spend money with you until they’ve spent time with you.

They must engage with your stuff.

  • Visit your website and consume the content
  • Download your free stuff/lead magnet
  • Read your emails/ blogs/newsletters/leaflets/flyers/letters.
  • Watch your videos
  • Follow you on social media
  • Visit your shop

c. Conversion

So they’re now aware of you and they’re liking what they’ve discovered.

Now you need to convert them.

This doesn’t necessarily mean that they will be making a significant purchase from you.

They’re not far enough down the funnel for that.

You’re likely to still need to do more nurturing.

That could be:

  • A face to face appointment
  • A phone call
  • A subscription or an opt in to a service
  • A trip wire – a very small introductory purchase
  • A demo
  • A free trial

d Buying

This is of course the key bit.

If you’ve done the other processes properly they should be pretty much ready to buy.

  • You still have to close the deal.
  • Now you must ensure your on-boarding processes are in place to avoid buyers’ remorse and the order being cancelled.

But your marketing has still got more work to do.

e. Excitment

You’ll probably be hoping for on-going business and regular referrals, testimonials and reviews.

For this to happen your marketing will need to keep them excited and engaged in your business.

This will need:

  • Emails
  • Special offers
  • Newsletters
  • Loyalty schemes
  • Customer events
  • Hospitality
  • Videos
  • Blogs
  • Phone calls/personal visits
  • Social media

Now of course I’m not suggesting that you should be doing all the above.

But given the jobs your marketing has to achieve, these are the areas you will need to consider in your marketing plan.

All you have to do is select the channels which are going to be right for your business and build them into your marketing plan.


If you answered no to that I can help you out. Just email me on mikejennings@marketingsurrey.co.uk, call me on 014183 200387.