Pod S8 Ep40: The Keys to Strategic Marketing Planning
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[00:00:00] Hi everyone. I'm Pip from C more Digital Media. You're listening to Know How Marketing Lab podcast. This podcast brings together different experts in marketing from our Facebook group, Cyberpunk Geeks Marketing Mixer. Each week we get on here and we talk about something, search marketing like Google ads or SEO, social media marketing from Facebook to TikTok or website marketing.
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We are live, I believe and unless I've gotten some indication, otherwise I'm going to proceed as if we are live. And it's time [00:01:00] of the week time of the month that we are going to be doing Geek Speak. And today we are talking about planning for the next year. What are the I'm not seeing anything.
Are you My Pip, we can hear you totally. Okay, yes. Are we live? Yeah, the fish was live, like it just showed the icon saying live. So I'll share it into group now. Okay. That's awesome. I've got confirmation that we are live. It wasn't just the fish that showed up. That's good to know. Cause, and my name is Phelan.
And today we are talking about doing strategic marketing planning, especially going into the new year, because it's that time, December, when we're thinking about the next year. Yes, and I'm Reena from Littleworks Indie Media. And, should we just jump right on in? I just want to clarify that this is a very much a, sort of a 360 kind of overview of how to approach the things to think about.
It's not actually going [00:02:00] to you won't have a plan. By following along and writing, jotting things down, but you will have definitely a really good idea of what to think about, how to organize, and then make sure you don't miss any of the steps. So that's where we were thinking, because we would really need at least a few hours to go through in any detail, a proper mark marketing plan. Sorry, you were going to, I could hear you breathe. Oh sorry. I was I was going to jump in. Jump in because the first point that I want to go off that why Not only that it would take a few hours, but also that there's a lot of instability right now Things are not as predictable as that you could have said a few years ago And so I would say that getting too attached to a specific plan.
It might be your downfall So that would be my first kind of point is Be flexible and be adaptive to what the changing conditions are and be aware that you may have this beautifully laid out plan and then it meets the real world, right? And so that's why. Absolutely. [00:03:00] Absolutely. As we all, I think we all have a real clear memory of doing that during COVID.
Everyone had to pivot and that's something that we should be doing on hopefully on a much lesser scale regularly throughout the year when these little, littler issues. Hopefully come up and not the big giant ones where we're really having to change things up. But With that flexibility you still have to have some rigor around your plan You don't want to just fly by the seat of your pants And what I see most people doing a lot of people doing that maybe most is not quite right But a lot of people are doing is they build the plan They get excited They have some kind of sales goal idea in their mind, and then they don't review their plan for the rest of the year.
And that's one of the biggest ways to not meet your targets, is to not actually review and stay on top of what's happening. And when you're pivoting, you should be pivoting with your plan. These are my, let's pretend we [00:04:00] have paper plans right here. You need to pivot by looking at your plan and reorganizing it.
And then your marketing plan, I'm just going to finish this last thought, Phelan, and then you can take on the next one. The marketing plan should really be super closely aligned to your business plan. So a marketing plan is not a business plan. plan. A lot of people actually get those two things confused.
But your marketing plan, your business plan is more like high level strategic and plans to grow your team plans to do all sorts of other things. Now you're going to have to actually make those two plans merge if you're going to. Want to scale up and you're creating a a sales and marketing plan to do massive scaling.
You're going to have to figure out what are the resources that I require so that your business plan is on target too. You need those two things working very well together. You can't just do one or the other. It just that'll get you into hot water, or at least you have to address the issues from each of those types of [00:05:00] plans.
Okay. So do you want to add anything to that Phelan? Yeah, I was just gonna touch on one concept to keep in mind when you're thinking about like flexibility and adapting your plan there's a thing called the lieutenant's guidance So it's an old military Strategy, which is like obviously before there were like radios and you could have like real time communication Obviously, you couldn't plan out every part of a battle So what a general would do is tell all his lieutenants.
I want to take that hill You So how that happens can adapt to whatever the changing circumstances are, but you know what your overall objective is and to be able to be flexible about Oh, this changed, this condition changed. Okay. But we can get around here in order to get the ultimate objective. So that's a mode of thinking to have in mind when you're going over what it is that you're, what it is you're trying to overall accomplish, like not to get bogged down into the specifics of it, because.
You're saying it's, it can change [00:06:00] and it's also, but I still think you need to get into the specifics of it. Like you need to know the, how exactly what you're saying is that. You want to climb that hill, you need to know how you're going to do it for sure. And those need to, those for me are the specifics and those, the how can absolutely change.
So you can actually try something and have a full intention of trying a new marketing channel, for example, and then realize three, three months in some channels do take about three months to really learn and figure out and decide if it's working or not. And then you can, Pivot that part piece, but you still know that you want to be getting this many leads from your website.
And how are you going to do that? Yeah. Yeah, exactly. I also think of it as like zooming in macro view to micro view Yeah regularly. Yeah, and also the ability to jump back because i've had situations where i'm like talking to a client or something And they're like hyper focused on one particular little detail and i'm like, no we need to pivot Backup what was the goal we're trying to accomplish here?
Is that [00:07:00] actually accomplished? What we're doing and being able to take a step back and, because it's super easy to get really zoomed in. And where I see that happening a lot is in things like content. So people can actually understand the content of their business. They understand what messages they want out there and what their products are, services are.
They really focus on the content and they actually don't focus on the distribution. And that's the piece that I think is actually more important because you can take one good piece of content. I've done this for clients before. One good piece of content and run that one piece of content for six months while you get it in front of, 300, 000 people.
In order to get those goals to happen. Whereas some clients, they really focus in on the messaging. They want to change that message every two weeks or every week. And that's actually not helpful because you can't even test content. You can barely test content in about a week. It takes a little, it takes about nine days to test content [00:08:00] properly on social at least.
And and it takes a little longer. It takes a little longer on Google ads and and and that's where I feel like most people get a little bit lost. They focus on the things that they're comfortable with and they are comfortable with the messaging of their business and the brand of their business, but not necessarily the the distribution and where they're finding those people, how they target their market, who their market should be and that sort of thing.
All right. I would even say going off the distribution, that's like a better way to think, a better way to think about is like, how can I make this one piece of content? Stretch a lot further. Thinking about the different ways, because basically what you're trying to do is put less, it's easier to make one piece of content Like platforms that it is to make multiple pieces of content.
Yes. As well like the content like there's so much out there right now less is best less is more yeah, because you're not gonna you're not gonna punch through Necessarily organic is very hard to [00:09:00] punch through you're going to use ads to punch through it through And you need to make sure that targeting is right on and that you're actually Testing that content to make sure it's right.
So we don't want to take it from somebody who thinks the messaging is going to be fine. We want to test it and tell them how the messaging needs to be in order to actually convert those messages. those leads into paying clients. And that's the, that's the point of distribution in my mind.
And then the other thing about that is I was just reading something here. Oh yeah. So generally speaking, if you're starting out new and you've never done a marketing and maybe you don't even have a business plan organized, my favorite place to start is is is with, what is the, what are your revenue goals?
And then try and work from that. If you had revenue for the previous year, you can look at maybe increasing that by a percentage whatever you think you can manage. But there's also this really cool tool at futurepreneurs. I think that's futurepreneurs. com [00:10:00] and it's a build Your business plan widget.
And it's super great because it breaks. You can actually, you create an account and you organize the questions. You just answer one question at a time and you, and then it saves that for you. And then at the end, when you're finished it, you just hit print and it pops out this really fantastic looking.
Business plan for you and it'll make you think about all of the steps that you require. And then in that business plan, there's usually pieces about marketing and then you can go from there in terms of marketing. Oh, and distribution. And we'll put the future entrepreneurs link in the in the comments.
But just with distribution I, there's one, one coach that I was working with who was it's a fairly large company. They were saying that you need about five. you want to get up to about five channels for your marketing. So one of them obviously is word of mouth, because that's usually where we start.
And then you start, and then usually social can be one. [00:11:00] And then maybe Google ads is another, and you want to have five, at least five running at once all the time so that you can you can make sure that you're investigating, testing, and organizing those channels for your benefits. Yeah, as well as making sure that you're getting the right message to different audiences, right?
Because what you're going to say on Facebook is different than LinkedIn and it's different on YouTube, right? Because like people go to these platforms expecting different things and you can still tweak your message to fit that platform. That's right. But of course it requires, testing and all that good stuff as well.
Yeah. If you're not, if you want to test, that means that you have to actually be collecting the data. So I think we had a point on that. I think we're going a little bit out of our order, but this seems to be going in a good way, I think. Yeah. So try tracking the metrics that matter is one of our points.
Do you want to talk about that? Cause that's you setting up the measures of something that you're really good at failing. Yeah. So it's [00:12:00] one that we were like the measurements in this case would be stuff that like your KPIs that you're trying to hit in what, what's going for those so making sure that, you have some place that you're organizing the data on what it is you're hoping to accomplish as well as making sure that the things you're measuring are not like vanity metrics I want to get 10, 000.
Yes. Oh, yeah. Yeah, I don't want to interject my favorite story around the vanity metrics or the understanding which KPIs are important to the goals they have to your goals are here. What you measure is here. They should be able to tell you how many of your goals you're actually getting. So if your goals are sales, then revenue is what's going to tell you if your goals are leads.
like phone calls, then your Calendly link is going to tell you how many you've booked. If you're looking to make sales and track your sales, you're going to need to do that after the client has moved beyond the marketing and into the business space. So either you have a [00:13:00] spreadsheet or you have a CRM, you have some way that you're actually, when you get those calls, who called, When did they call and what happened after that's going to be super important information Most people are tracking like marketers can track until the point of a sales call and that's it Like we cannot go beyond that so that's also really important if you want to know those the direct impact Sometimes you can, you know that if you're getting a certain number of leads and you're getting a certain number of sales, you can attribute those certain number of sales to those leads, even if you don't have a direct link.
And you'll know that because you'll be doing it long enough that when you start to change your marketing, your, those leads will change. The number of leads will change. And so we used to get clients one client in particular who who, the KPIs were so off to his business goals, wanted to track the number of calls, but he wanted me to report on the reach of an, a Facebook ad, which was to me in my mind.
And he had just heard it [00:14:00] somewhere. His business partner, I think was pushing for it. And And I kept saying, why do you want the reach is one thing because you could actually get phenomenal reach just by putting money into something, but then it doesn't, if nothing converts, if nothing happens after that point, it could be a terrible ad.
So a terrible ad can have a huge reach. What you really want are bigger conversions of. Of that traffic. And if you're getting, it's better to actually get smaller reach and more conversions. Like that gap is different than to have a huge reach and these tiny conversions are no conversions at all.
That's the important part. Okay. Thank I feel like I'm stepping on my soapbox here, but yeah, make sure that your KPIs are organized to the marketing that you're doing. The marketing you're doing is organized to the business schools that you're looking to achieve. That's that all has to be in alignment.
Yeah. Just to go off of that as well, one of the classic stories I have is that I was, we were working with a [00:15:00] jeweler who was spending money on Facebook ads and we could show in the analytics that she spent was getting a lot of paid traffic. People were coming to the site, but got basically no sales.
There was negative ROI on it, but I showed her the Google ads. People are filling out the forms for the custom. So every dollar she was spending with the Google ad, she was making probably 10 off of that. And so the ROI was in the custom pieces that she was selling. And that was what you could demonstrate by going through and being like, okay, we spent money on both platforms, which one generated us actual revenue, not just clicks, not just people coming to the site, but like actually doing that part.
So that's one thing to really keep in mind. So you're Yeah, definitely making sure that your metrics that you're following are working. And also don't get another on the flip side of metrics is when you're starting a new channel, a new marketing channel, don't get discouraged right away because you're still in the experimental phase.
You don't want to get like you're starting something [00:16:00] new. It will take time to get traction and take testing. So don't get discouraged. It in the first month Or the first two when you're like trying stuff Yeah And like you don't really you don't know if people are getting it if you're getting a lot of traction or all that stuff And so that's definitely one to keep in mind It's definitely I mean it's Busier than ever online and so yeah, just finding your people it may take some work to get in front of them Yeah, and if your service provider is not providing you with the channels and the conversions, and they're just giving you clicks and reach, then you need to find a new provider.
That's the bottom line. I'm still surprised at how many providers Send that information over an email to me and and I'm I can't even, I can't even say what's going on. Sometimes a client will send me what's been, what's going on for them currently. And and I'm, I'm looking at the business going, I don't even know how you can, Assess what's happening here because they're not tracking.
They're just giving you information from the ads account [00:17:00] and not what's happening on your website So get that because you should be able to stream out like Facebook ads Facebook organic Google ads Google organic LinkedIn, you should be able to see all of that very Specifically in your reporting.
And if that's not set up, it's usually because they're not using tag manager to set that up so that it gives splits all that channels out before it gets to Google analytics, because Google analytics doesn't do that on its own. So that's a really important piece to know. Do you have a tag manager account?
Is it set up properly? And usually if you're working with somebody in one of the ads, They will at least set it up to pull out their ads, ad streams. They might not do it for all of the streams. Yeah. I've definitely seen that with a Facebook ads company that just didn't even bother with the Google analytics.
They were just like, yeah, I set up my own conversion tracking and be damned. But the rest of you, that does happen. I'm like, I'm not faulting anyone. It's honestly do set it up for their particular channel that you're paying [00:18:00] them for. It's usually, yeah. And it's also usually that you you're, you've got a starter package.
Yeah. Starter packages don't always come with setup stuff because the setup takes, it's like a lot to set something up. So if you're not actually paying for that separately, then chances are you're getting the minimum amount of of a setup to begin with anyways. Yeah. All right, but let's get back to that.
So we want to, okay, so we've hit alignment and business goals. We've hit tracking that matters. Do you want to talk about accountability? Cause that was one that you had mentioned. Yeah, I do. Yeah, I do. So that's So that's I think this is a business owner's growth. It's usually solopreneurs or people with small teams that always talk about this.
So accountability. Do you have somebody that's helping you stick to your plan? So it goes back to one of the first things that I mentioned, which was, are you reviewing your plan regularly? Are you reviewing your results? We talked about the KPIs and then. Are you do you have somebody to keep you on [00:19:00] that?
Because I think what we inevitably sometimes do when we're starting out and we just have a few people helping us out, we tend to get stuck doing the work for our clients and in our business rather than on our business. So we always wanna be making sure that we are. Checking our stuff and we are seeing what other channel can I look at?
What do I need to do next? What is the best thing for my business? Do I have enough organic that's ongoing that will help eventually? Maybe not right away. And or do I have any ads at all running? You know what I mean? You want an even keel between organic and ads in my mind that they work very well together.
And so you want that accountability. So I have a coach. I highly recommend working with a coach and each week I have to, I don't have to, I've choose to, it was actually my idea. It wasn't even my coach's idea, but I actually. Write down my 12. Month rolling revenue. So I keep [00:20:00] that, I know exactly every month where, what my rolling revenue is so that I know how far off from my target I am.
And and. Sometimes when you're doing rolling 12 months, it's a little bit different than your fiscal year. So you're rolling 12 months, you go up and down a little bit and then you can look where, and this has been so pivotal for my business because what I realized is that my projects are getting bigger and my, My I do cash, I guess it's probably a little bit different for other people, but I do cash accounting.
We put things through when we pay them, not when they're invoiced necessarily. And so what ends up happening is the payments get a little bit further apart. So now I know, do I need to add an extra payment in there to make my business grow? Grow better and to help me manage that. Do I need to sell more?
Can I, and I know that you guys are, we've talked about this before the nice little balance point of how much more can I [00:21:00] sell before I completely collapse as a business or before I have to hire a new person. So these things will will help you always reviewing those things will help you understand when you need to pull in new help, when you can start looking for that book.
For you start increasing your sales, maybe in one particular product or service. What can you focus on who's not working very much for you? What can you focus on selling that will increase your revenue without breaking you? Those are the thing. Those are the things, right? Yeah. Yeah. I was just going off of that in my mind.
It instantly reminded me of like when you're doing anything regarding sales or taking on work. Is to also be looking at how much, how many resources and how are you going to allocate those resources? Do you need to hire someone new? Hiring requires training. So there's things as well having your sales hopper.
I know it's sometimes easier said than done to have it and having, but being, working to that goal of having Certain amount of your [00:22:00] CRM with different people at different stages so that you can increase or decrease levers as is needed Yeah, I think that yeah, it's something to really keep in mind And it's it's the ideal is to have it I mean it's easier said than done because life is life and you're not always gonna have people perfectly at these spots for you, but Having that as a goal to reach towards I think it's gonna be You It would be beneficial for your business to have people at different stages so that if you need to fill up more people You're not in a panic.
You can just reach out to certain people and be like, hey So and so we spoke a couple months ago. Are you ready to move forward? And then if they are great, and then you can move them ahead Yeah, having it so Again, it's easier said than done. So don't beat yourself up. If this isn't the case, totally just realize I'm like, yeah, try not to give someone like a panic attack about all the things they would need to do, but it's, you're working to an ideal and you're not always going to necessarily be hit that, but [00:23:00] yeah, cause it's growth is uncomfortable and we don't talk about that very much.
Growth is uncomfortable. When you have a growth mindset, you are always uncomfortable. But the, and the other thing that I wanted to talk about that. So the more you're looking at your business rather than working in your business, the more this all becomes, this is what I found is that the more this all becomes easier to see.
If you're getting your cashflow reports done properly by your bookkeeper, or if you're doing them yourself you're All of that stuff. You really see things a lot sooner. So for example, I'm really excited. My, I think the thing that I'm excited about most is that I'm hiring and I don't need the person until January 18th.
Do you know what I mean? This is the most in advanced hiring I've ever done. Usually I'm like this. Hey, Pip, do you know somebody who can do this? And I'll say that to about three or four other people in my colleagues in my network. And and then I'll look to who those people bring to [00:24:00] me.
Whereas this time we're doing a little bit slower. We're going to be able to to find a really good fit and and get out of that uncomfortable situation in that particular uncomfortable situation. There are plenty of other uncomfortable positions I'm in at the moment, but that's one that I feel like I've Handled.
Okay. So planning, the more you look basically at your plans, your marketing plan, your business, and then looking at those numbers regularly the easier, these little signals that you'll see them sooner and you'll start to notice patterns and those types of things to know what do you need to do now.
So that's without, and again, cannot stress it off. Do not beat yourself up. If that's not the case, like it's. This is, mostly 'cause I'm almost speaking to myself because I feel bad sometimes about not, Yeah. Getting certain things done and I gotta, you have to give yourself some grace.
That is, you're, there's a, especially if you're doing the kind of stuff where're doing, where you're running an agency and that kind of stuff, there's a lot of plate spinning. There's a lot [00:25:00] of, there's a million people coming at you with a million things and so Yeah, you're not gonna get every single one of them.
So don't. I don't think that you're doing something wrong. I also stand by one thing that Mark Andreessen said because he's one of the top VC executives. He's yeah, I meet with the guys from Google and Facebook. Those companies, they're on fire behind the scenes. They may put on a brave face and a brief facade, but like never forget Facebook block their own DNS servers because they never thought Power would be out and they did and they couldn't get it.
What's up for a day like that Yeah, so just remember that like even the biggest businesses are on fire. They're barely totally other Yes Yeah, there's no point. There's no point in beating yourself up. I love the fact that the gap sent out an email with a huge spelling mistake in the middle of it.
Like I point that out to my clients all the time because they get so upset if there's something not quite right, or a link is broken or something [00:26:00] like that. But there are large brands that are sending out. And it's not ideal. Of course, it's not ideal, but things are happening super fast and they will be missed.
And it's not a big deal to send out a second email with the correction in the subject line. It's really is not. And to keep your eye on the prize rather than on on the micro stuff those are the details that are a little bit easier to let go of sometimes. So we have another couple of topics here that I want to make sure we get.
Because it's 28 minutes after, I don't know how that happened. So we hit flexibility quite a bit. Resource allocation, I think is the next one and communication. So let's just do resource allocation. I think we can organize those two and three sentences, hopefully. And then you can put your two bits into the resource allocation.
So either you're going to have ideally, you're going to have time and money for your marketing. But generally speaking, you either have time. Yeah, you either have a day or a dream. You either have time or you have money, but you need to have resources. So every [00:27:00] time I put a marketing goal and I figure out what I figure out what I need to do.
to make that goal happen. Is it people? Is it time? Is it software? Is it what? What is it that I'm going to need? And then I cost that out. So I spent last night doing my budget. I did my marketing plan in October. I filled up my budget last night that is going to be used to support that marketing plan.
And people often ask me how much should I be spending on marketing? And I'll and A rough ballpark is between five and 20 percent of what your expected revenue is going to be. And some people get a little bit uptight about that, but you do need to put money into getting getting leads, or you have to do a ton of networking.
And if you're going to do that kind of networking, we all know my favorite networking group, but but But you're going to need one or the other. So you're going to have to figure out where is your best, what is it that's going to best serve you? In your plan. Should you be, are you a marketer?
Should you be doing all [00:28:00] of your own marketing? Are you not a marketer? Should you offload pieces of your marketing at least? Or can you use a VA to do some things for you, like scheduling and the sort of tasks that are not so tricky but you're going to have to figure out where your resources are.
There's absolutely. There's absolutely zero point in having a plan that says, I want to make, half a million dollars in sales. And and I don't have any money to do that right now. And you're not going to put the time in to do that. You're going to have to really have a hard chat with yourself about what you're going to do.
If you're going to spend four extra hours a day doing your own marketing or put at least put a little gate around your time for a couple hours every day where you're going to do your marketing Then that those things can work out but you're going to have to do one or the other You can't that things don't come to you of course Without some form of resources.
And then the last one that I wanted to remind you is that when you make up a plan and you're working with marketing people, share the plan. I [00:29:00] can't tell you how frustrating it is to find out that a client has a business plan or a marketing plan, and it's in my intake form. Do you have this?
Please send it over. But they'll miss it or I'll ask and I'll ask and I'll ask and then you know, it doesn't come But you need to share your marketing plan, with your marketers so that they can best serve you So your digital marketing person is going to want to know what you're doing across all of your mark I think they do I certainly do I want to know what my clients are doing Even if I'm not in charge of doing it, because it's much better instead of giving me a task to let me see the overview.
So I can see opportunities where you don't, where you don't know where to look so that I can best support the other. Channels, the other goals, the other things. Yeah. I've absolutely had that with a client that just, you know, one other thing that you don't get mad with clients when they had to, They don't mean to, but clients always will lie.
Like I, and I mean [00:30:00] that they don't mean that they don't do it maliciously, they just forget. Cause they also have a million things going at them. Or they just don't know. They just don't know. So they'll say they know they have their target market and their target market is everybody, or they would word it a different way.
And it's Oh, you meant this thing. Oh yeah, totally. I have that. And then you were sitting there pulling your hair out going like you had this the whole time. And yeah, and that's one of those ones that. You just need to take me a while, take me a while to really remember to ask for things that I need repeatedly and until I got them.
Yeah. And now I've got Deanne who does that for me, which is really great. Yeah. Oh that's good. And yeah, the other I was going to say with The other thing is that you're going to run into situations that you may not even realize that you could be helping out those other channels like we've had clients that we were only doing PPC, but it turns out I needed to track their general form, not the landing page form as well because people were And then we would see our ad and then come back and do this other one so we [00:31:00] wound up picking up like 30 percent more attribution to this other form because people saw the ad later came back to the site did regularly through organic.
And so we could track that on the attribution path. I didn't even think about it until we were like six months into it. And I wound up. Basically doubling the number of leads because we could say, Hey, they went to this and then they came back to the website, like within the day. Our ad would still, was working even better than we thought.
And so I think that a lot of these ones of ways of tracking and weaving it in because attribution is an absolute pain in the it's just a pain to properly, like who really deserves it, Every ad company is going to say that, Oh, we should take all the credit. And it's just, no, this is where marketing as a group effort really works for me because because honestly, Facebook ads really help Google ads really help organic Google and so on.
And if you can understand the The superpowers of each and [00:32:00] individual channel, and then utilize that to help the rest of your marketing team. It just makes life so much easier for everyone. And then we all win because the client wins and that's the bottom line. Yeah, literally. Yeah. Ayo. I love, sorry.
I love that. It was good. It was a good it was good accounting joke. All right. So we've got five minutes over. I think we should probably just wrap up there. And we think we hit at least a few points on each of our, Yeah, I feel like we covered everything that we're going to do. It's it's just to say, Next week, we're going to be doing the year in review.
I think it's going to be My favorite. Yeah. Oh, yeah. It's definitely going to be one. I I already have certain things that I'm going to be touching on that have yeah, big changes this year for marketing. And so I think that it'll be interesting to take a look back and to look forward.
So join us next week, wherever you're watching this week, or [00:33:00] you can find us, come find us, we actually operate out of the Facebook group, the business marketing mixer you can ask questions on any of the channels and we'll get back to you and answer as best we can and see you next.
