You miss 100% of the shots you don’t take.
1. What Are Your Goals?
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What are you trying
to achieve?
Launch your company
Enter a new market
Grow your business
Get more qualified leads
Increase project price
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Make Your Goals Tangible & Measurable
Timeframe + Result
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Make Your Goals Tangible & Measurable
“By the end of 2023, we will see a 20%
increase in qualified leads from digital.”
“Over the next 12 months, we will see a 15%
increase in quoted project value.”
“At the end of this campaign, we will see 30
more projects from the new sales territory.”
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You can’t be all things to all people.
2. Who is Your Audience?
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Who is your ideal
customer?
Geographic Area
• How far are you willing to travel?
Demographic
• Who makes the decision?
Income Level
• Can they afford you?
Need
• Are they looking for what you
offer?
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How are you helping your potential
customers achieve their goals?
3. What is Your Message?
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What Makes You You?
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What is your unique
selling proposition
(USP)?
• Unique Product or
Service
• Easy, Customer Friendly
Process
• Technology for Improved
Communication
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What Makes Us Unique?
• Reason 1
• Reason 2
• Reason 3
• Reason 4
Try This Exercise
Our Competitors
• Reason 1
• Reason 4
• Reason 3
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What Makes You You?
How Do You Make It About Them?
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We Do Landscaping We Sell Plants
Boring Landscaper Boring Nursery
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Your Customer You
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Get the Backyard
You’ve Always
Wanted
Helping Aspiring
Green Thumbs
Thrive
Standout Landscaper Standout Nursery
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My Thoughts on StoryBrand:
bit.ly/storybrand-digitalmarketing
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What marketing channels will help
you meet your goals?
4. Digital Marketing Channels
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Awareness
Consideration
Conversion
The Marketing Funnel
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Foundational Channels
Customer List
Website
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Curate Your Customer List
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Growth Channels
Digital
Advertising
Search Engine
Optimization
Which social
channel(s) should I
focus on?
• Where is your audience?
• Where do you already
have traction?
• What are you passionate
about?
• Do one platform well vs.
spreading yourself too
thin.
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Prioritize digital channels that meet
your goals and fit your budget.
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Make wise decisions on where you spend
your money, time, and energy.
5. Budget
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Limiters to Any Marketing Plan
Resources
Budget Capacity
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How Much to Spend on Marketing
Percentage of Revenue
Growth
Companies
Established
Companies
3% 5% 10%
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Awareness
Consideration
Conversion
The Marketing Funnel
Social ads, mailers, geofencing
Website, PPC, SEO
Remarketing, direct response,
lead gen ads
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Standard Marketing Mix
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Growth Marketing Mix
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Early Stage Marketing Mix
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Your Plan Your Budget
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How to Fit
Marketing Plan to
Your Budget
Scale back channels
• Only focus on 1-2 channels
that build leads
Scale back geography
• Focus on high-growth areas
Scale back complexity
• Do fewer things
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Partner with Brands
& Suppliers for
Co-Op Marketing
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Co-Op Marketing
Get others to pay for your ads!
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Find out what’s working & what’s not
working in achieving your goals.
6. Measure Performance
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Measuring Results
Single Source
of Truth
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Single Source of Truth
Dashboard CRM Analytics
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https://www.sfspas.com/
?utm_source=google
&utm_medium=organic
&utm_campaign=gmbBurl
Use UTM Parameters
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Use Tracking Numbers & URLs
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Measure what matters
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Metrics That Don’t Matter
Traffic
Followers Blog Posts
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Metrics That Do Matter
Calls Emails Bookings Orders
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What can you do
with this data?
Adapt your marketing
in-season
Better plan for next year
Forecast growth &
expansion