UNCOVERING MARKETING STRATEGIES WORKSHEET

What, if any, are your marketing strategy fear(s) - this is a feelings based
question:

Part I - Marketing Goal

If you’ve mastered your branding and have a target market in mind, strategizing
is where the two will meet up. You will introduce your brand to your target
market when, where and how they are looking for it. Whatever your marketing
goal they should always align with your business goals. Factor in what you’ve
done well and what you’ve missed with your marketing objective. The 1, 2, 3 of
it all is 1) find the problem, 2) making a plan and 3) take action.

What marketing problems have you identified?

What is your plan to fix the marketing problem?

What are the actionable steps fixing the marketing problem?




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 UNCOVERING MARKETING STRATEGIES WORKSHEET

Part II - Target Market Persona

Based on your market research and analysis you should have a generic view of
your target market. Focus on commonalties to create your persona. Add a photo
make them real to you. As you attract use new information to update personas.

NAME - PERSONA PAUL OR PAULA

Geographic

PHOTO OP

Demographic
Psychographic

Where Do They Go For Info

Behavior

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 UNCOVERING MARKETING STRATEGIES WORKSHEET

Part III - Blog Marketing

If you’ve discovered one of your personas is a reader and you have a gift for
writing then blogging may be one of your go to marketing strategies.

What is the overall goal of your blog?

Where is the best place to host your blog?

Which persona are you targeting with your blog?

What subject matter will you focus on when blogging?

What is the conversion rate you expect? (check industry standards)




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 UNCOVERING MARKETING STRATEGIES WORKSHEET

Part IV - Freebie Marketing

If you discover one of your personas is all about the freebie, use that information
to create a free offer they would consider valuable without giving away the farm.
Tread lightly with this strategy because you could attract the wrong market.

What is the overall goal of the free offer? (webinar, resource, class)

Which persona are you targeting with your free offer?

What actual value does the free offer provide your target market?

What is the conversion rate you expect? (check industry standards)

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 UNCOVERING MARKETING STRATEGIES WORKSHEET

Part V - Other Marketing Strategies

There is more than one solution to problem as you can see. You’ve fleshed out
your personas and have a good idea of how to reach so use your marketing
wisely. In today’s tech world most marketing is digital so evaluate them all if you
must. Analyze your metrics to see where you get the best response and
conversion.

Email Market Strategy - what would it look like?

Podcast Marketing Strategy - what would it look like?

Webinar Marketing Strategy - what would it look like?

SEO Marketing Strategy - what would it look like?




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 UNCOVERING MARKETING STRATEGIES WORKSHEET

Part VI - Marketing Assets

In today’s entrepreneurial world tech rules the marketing market. That means
digital marketing is a must. If big companies like Sears, JCPenny and Toy R Us
weren’t immune to the online shopping trends, neither are you. If you don’t have
your own photos you have access to stock photos but what about the rest of it?
There is written content, spreadsheets, presentations, videos. All of this is
marketable material if used properly.

Break your assets down into one of three Media Framework categories.

Owned Media - list all digital assets you brand/company owns (pics, website,
social media profiles)

Earned Media - list all assets that came from word-of-mouth (guest blogging,
content on other sites)

Paid Media - list all assets you paid for (boosted post, sponsored ads, print ads)

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 UNCOVERING MARKETING STRATEGIES WORKSHEET

Part VII - Media Audit & Plan

After categorizing your media into owned, earned and paid, you’re ready to audit
what you have and plan how to use it. The audit is based on current business
goals. Everything you own is content which can convert to leads and customers/
clients as well as improve your online presence. Set specific marketing goals.

Identify owned media that worked in the past and rank it best to least.

Identify earned media that worked in the past and rank it best to least.

Identify paid media that worked in the past and rank it best to least.

Identify gaps where media didn’t or won’t meet persona needs.

Which media was most successful and where?

Sample plan - In September you’ll start a bi-weekly blog that focuses on SEO


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 UNCOVERING MARKETING STRATEGIES WORKSHEET

Part VIII - Sample Persona

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