One Page Marketing Plan

An effective marketing plan is essential to generate leads and convert these into sales. A great product alone is not enough. Your customers need to know about your product and why they should buy it.

Who is your target market, what’s your key message and how are you going to reach your potential customers?

Cow-Shed will help answer these and other important questions. At the end of the process, you will have a succinct one page marketing plan tailored to your product and target customers.

One Page Marketing Plan Workshop

This two-hour workshop enables you to create and define your Marketing Plan on one page.

1. Marketing Objectives

We start by defining what you want to achieve from your marketing strategy. We ensure your efforts will make a real difference to your business by defining clear marketing goals which align to your overall business objectives.

Marketing Objectives can include objectives such as increasing sales, building brand awareness, driving more traffic to your website and improving customer experience.

2. Marketing Goals

Marketing Goals are the specific goals that set out how and when you will achieve your objectives. For example for an objective of building brand awareness, your goal may be to increase your social media reach. However, to make this goal achievable you will need to be more specific - does this mean 100, 1000 or 10,000 new followers, in what timescale and on which social network?

3. Target Market

Knowing who your customers are and how you connect with them are critical when defining your target market.

We help you develop customer personas or avatars to allow you to think more clearly about what your potential customers want and how your product meets their needs.

We’ll review the characteristics of your target market and sub-segments - for example, price sensitivity, receptiveness to your product, ease of doing business.

4. Know your competitors

We carry out a competitive analysis to identify who your competitors are and what they are good at and not so good in marketing their business.

The competitive analysis will identify your main competitors and their approach to marketing, including what marketing channels they are using. This information will allow us to create a SWOT analysis for each competitor. Strengths (for example, excellent content on their website), weaknesses (such as lack of call to action options), Opportunities (for example, slow response times) and Threats (such as disgruntled customers -and how they deal with them) can all provide a great source of inspiration and help you avoid common mistakes in your marketing approach.

If you already have a marketing plan we also evaluate your own efforts and compare them with your competitors. This can help understand what is working well and what needs improvement.

5. Which channels to use and how to use them

We help you decide which online channels to use to market your business and what you will use them for. For example, you might decide that you will use Twitter for customer service, Instagram Stories for product demonstrations and Facebook for company information and customer feedback. We find it very useful to create a one-sentence goal for each channel that you plan to use. We also recommend using just two or three channels well than trying to use every social network.

We help you create, or optimise existing accounts for each social network you plan to use. Creating a good profile and well-defined bio, using the correct sized images etc for each channel etc are all very important steps.

6. Capture and Conversion

This is a critical stage where your prospective customers (leads) become firm leads and commit to buying your product.

We review how to capture leads and the tools available to ensure that leads are converted to buyers of your product. We will also cover some of the common pitfalls, such as heavy direct selling at the lead capture stage and lack of clear opportunities for leads to progress to the next stage (for example, through call-to-action buttons).

7. Branding Your Business

Your brand identity represents a common theme or set of themes that are synonymous with your business. It allows your customers to identify you easily and sets you apart from your competitors. Some of the key aspects of brand identity include your logo, colours, fonts, your ‘voice’ and images.

Our key message is to keep it simple. Your logo can look best with one or two colours and with clean, simple imagery. You don’t want to overcomplicate it. Keep your tagline simple too - make sure it’s obvious what your business provides. Aim for a logo with clear graphics and with clear language on the tagline.

Conversely, you don’t want to be too generic and end up with a brand which doesn’t stand out from the competition.

Once you have settled on your brand, the most important success factor is consistency. Consistent use of your brand throughout your content will help create a strong message to your customers. Inconsistency will reduce the impact of your brand - for example, if your colours and fonts on social media are different from your website.

8. Content Creation and Management

In this section, we review the type of content you want to share. Typical content types include material that that shows off your personality, demonstrates your brand values (what makes your brand unique - how will you highlight these qualities) and brings your brand story to life.

Content that offers advice about your expertise is often a powerful tool, and educational content that boosts prospective customers’ knowledge is always popular.

Content promoting your product or services. For example, demonstrate how your product can fit into your customers’ lives and inspire people to share how they use it.

We brainstorm 4 or 5 content ideas for each category to help you start to populate your online channels.

9. Performance Measures and Metrics

We work with you to create a simple dashboard containing metrics that allow you to measure progress towards each of your marketing goals. Metrics are linked to goals which in turn ensure that your overall marketing objectives are achieved. We’ll look at the external metrics available (for example, Google Analytics and IG Insights) and discuss the internal metrics you can measure.