Burlington Public Library MA

The marketing plan handbook, develop big-picture marketing plans for pennies on the dollar, Robert W. Bly

eng

Includes bibliographical references and index

illustrations

no index present

non fiction

The marketing plan handbook

handbooks

915309918

Robert W. Bly

develop big-picture marketing plans for pennies on the dollar

"An indispensable guide to creating an effective marketing plan that produces big results for small businesses -- updated to address the latest marketing strategies and trends"--, Provided by publisher

Preface -- Introduction -- What's in a marketing plan? -- Benefits of creating a marketing plan -- 1. Harness the power of vision -- What is your vision? -- Design your business to deliver the lifestyle you seek -- Begin with the end in mind -- Paint a picture of the possible -- Use a vision board to make it clearer -- Let your vision protect you from making bad decisions -- 2. Decide what business you're in -- Crafting your elevator pitch -- Choosing your niche -- Creating a business to fulfill your vision -- 3. Get to know everything about your ideal customer -- Qualifying prospects -- Create a customer database -- Climbing the loyalty ladder -- Data modeling -- Know your customers' "core buying complex" : the BDF formula -- What do I want to know about my ideal client? -- Marketing to the government -- Know the lifetime value of your ideal client -- Know why your client buys -- Know what benefits meant the most to your client -- Know the steps in your client's buying process -- Know what you can learn from your current clients -- 4. Who is the competition? -- The three sources of competition -- SWOT analysis -- Monitoring the competition -- Who is your top competition? -- Look for the gaps in service to your niche -- 5. Strategize : position your business -- Bull's eye : position your business -- How to build a stronger USP -- Pick your place on the positioning spectrum -- Offer proof for your positioning statement and USP -- Testimonials : the quickest, most powerful way to support your USP -- Describe what you want to accomplish this year -- Your business at a glance ; the capabilities brochure --6. Build out your product line -- Creating new products -- Features and benefits -- Turn product flaws into selling points -- Buying motivations -- Pricing -- Recurring revenues -- 7. Assess your tactics -- Determine the response you want from your prospect - Decide which marketing tactics will best support your strategy -- Tactics that reach your target market - Inbound vs. outbound marketing tactics -- The rebirth of direct mail -- A word about branding -- Marketing in larger companies -- 8. Integrate online and offline marketing -- Sequences -- Email marketing -- SEO your website -- Five steps to building your e-list -- Blogging -- Social media -- 9. Put your measurements in place -- What metrics should you measure? -- Using Google Analytics -- Calculating return on marketing dollars (ROMD) -- Calculating and measuring return on time invested (ROTI) -- Measuring web metrics -- Marketing performance reporting -- Determine how often to review the data -- 10. Write your plan -- Write it down to get it done -- Create a one-year plan -- Budget-- Plot major campaigns first -- Break it down -- 11. Work it! : implementation -- Budgeting your plan -- Tactical execution -- Preventing marketing bottlenecks -- Improving quality and results -- Cost control -- Copy : the foundation of implementation -- Schedule your action steps for the next 30 days -- 12. Review and troubleshoot your plan -- What you should review -- A sales tactic for overcoming price resistance -- Testing our marketing campaigns -- How to troubleshoot your plan -- What to do when your marketing is not working -- How to keep working your plan -- 13. Content marketing -- White papers -- Case studies -- Special reports -- Minibooks -- Audio-visual presentations -- Infographics -- Blogs -- Enewsletters -- How to double your responses with content marketing -- Finding content sources -- The four R's of content management -- Content curation -- 14. Mobile marketing -- Plan your mobile strategy -- No website? : choose your mobile website configuration -- Already have a website? : make it mobile-friendly -- Avoid these common mobile website mistakes -- Getting the most from mobile email -- Adhere to mobile email best practices -- Test, learn, and improve -- 15. Social networking -- How social networks can help build your business -- Five steps to crafting your social marketing plan -- Measure, monitor, and grow your online influence -- The top social networks -- Appendix A. Forms and worksheets -- Appendix B. Model marketing plan -- Appendix C. Marketing consultants -- Appendix D. Sources and resources -- Appendix E Glossary