top of page

The Process

The Process

Process

[Proəʊ-ses]

​

A series of actions or steps taken in order to achieve a particular end.

​

Currently, we're living in the information age. This means that regardless of what knowledge gaps you have, or whatever it is that you wish to learn, you can easily access this information that was traditionally kept for the rich or privileged. Therefore, there is no need to start experimenting and wasting precious time.

"If it ain't broke, don't fix it" - Bert Lance 

"You don't have to reinvent the wheel, just attach it to a new wagon" - Mark McCormack

"Good artists copy, great artists steal" - Pablo Picasso

The three quotes above perfectly sum up the reasons for our process, that will always be implemented to devise our marketing strategy. Why you may ask? Because following a plan that has proven to work reliably not only saves time, it gives us confidence and makes us aware of the whole process beforehand. The whole process is designed for our company to go from being unknown to having raving fans.

 Our process will contain three phases, they are:

​

- Before phase: In this phase, we will refer to our potential clients as "prospects". At this stage, our business is unknown to the world and the aim is to get our prospects to acknowledge who we are. Those who we are targeting should indicate interest in us.

 

Example: If we wish to have a personal development or coaching business, our target market should google what they're having a problem with and see our blog or ad pop up. This should give information about how they can overcome their problem. We should also offer information to them that will be emailed across. This has allowed us to get a prospect to know who we are, what we know, how we can help, but more importantly for us, we have their contact information to now send them information constantly. This may seem trivial, but the process for acquiring a customer has now officially begun.

​

- During phase: In this phase, we will refer to those who have shown some interest as "leads". If a lead moves through this phase, we have officially acquired a customer. 

 

Example: Our leads that have signed up to our mailing list have been receiving great information that has actually been beneficial. On top of that, we have sent across a course that is self-studied, bringing our leads peace of mind, growth, and a feeling of achievement. Our leads now receive an offer for a free mentoring session. Those who liked our mentoring session feel they can benefit by working with our company. They officially pay us for the first time and have moved onto the next phase.

​

- After: In this phase, we will refer to our paying clients as "customers". Here, customers continue to do business with us and recommend us to others, creating new prospects. 

 

Example: Our customers are so impressed with the results they are getting by being with us that they continue to stay with us. They are offered a fixed fee or a subscription at a price where the value substantially outweighs the cost.

​

Within these three phases we will have three strategies, therefore having nine strategies in total. Now, the way we carry out these strategies will require tactics (as discussed previously in "What is Marketing"). The essence of the whole marketing plan is given below, and as the saying goes, "with clarity comes confidence". Please note that this has been inspired from "The 1-Page Marketing Plan" [1], one of the best marketing books I have ever read.

The Marketing Plan

Before: Prospect

​

  1. Clearly state the target market:

    • Define the demographic, geographic, and psychographic characteristics of your target market. For example, if you are selling fitness products, your target market might be health-conscious individuals aged 18-35, living in urban areas.

  2. What is the message your target market should receive?

    • Craft a clear and compelling message that addresses the needs and pain points of your target market. Highlight the unique value proposition of your product or service. Using the fitness product example, your message could focus on promoting a healthier lifestyle and the convenience of your products.

  3. What media will be used to reach your target market?

    • Choose the appropriate channels to reach your target market. This could include social media advertising, content marketing, influencer partnerships, or traditional advertising methods based on your audience's preferences and behavior.

During: Lead

​

  1. Identify the lead capturing system:

    • Implement a system to capture leads, such as a website with a sign-up form, social media engagement, or a lead magnet like a free ebook or trial. Ensure that the system collects relevant information to understand and segment your leads.

  2. Identify the lead nurturing system:

    • Develop a strategy for nurturing leads through targeted content, personalized communication, and timely follow-ups. This could include email marketing, educational content, and exclusive offers to guide leads through the sales funnel.

  3. What is the sales conversion strategy?

    • Define a clear process for converting leads into customers. This may involve a combination of persuasive sales tactics, limited-time offers, and effective communication to encourage the first purchase.

After: Customer

​

  1. What can the business do to deliver the world's best experience?

    • Focus on providing excellent customer service, quality products, and a seamless customer experience. Consider implementing loyalty programs, personalised interactions, and addressing customer feedback to enhance satisfaction.

  2. How will the business continue to increase the value that customers will receive over their lifetime with you?

    • Develop strategies to upsell or cross-sell additional products or services. Offer ongoing support, exclusive benefits, or subscription models to encourage long-term customer engagement and loyalty.

  3. How will the business plan and encourage referrals?

    • Establish a referral program that rewards existing customers for referring new clients. Encourage satisfied customers to share their experiences through testimonials and social media. Ensure that the referral process is easy and incentivises both the referrer and the new customer.

​

And there you have it, the whole marketing process laid out within a single page. Who knew something this powerful could be so easy to adopt? However, although this may be the outline of the plan, we must understand each fundament part to avoid reinventing the wheel. So let's get started ...

[1] Dib, A. (2018). The 1-page marketing plan. Vancouver, Bc: Page Two Books.  Link to resource

References

© 2023 by Mohit Goel.

bottom of page