mastering the professional services marketing plan
DESCRIPTION
A simple, step-by-step approach to creating a successful marketing plan for your professional services firm.TRANSCRIPT
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Introduction to marketing planning
Alex Tucker@tuckera
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BEFORE YOU PUT PEN TO PAPER
Things to consider
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The Business PlanWhere is your business going?
The Marketing StrategyHow are you going to get there?
The Marketing PlanWhich turns do you need to take?
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Timing
• Planning cycle• How long will consensus take?• Reporting and reviewing progress• Schedule and deliverables• What's happening in the real world?
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Marketing resource
Evolved function
Limited function
No function
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FOUNDATIONS OF YOUR MARKETING
Planning the plan
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• Competitors• Economic
factors
• What’s happening in the marketplace
• What you don’t do well
• What you do well
Strength Weakness
ThreatOpportunity
Internal factors
External factors
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Goal setting
• How do you want to be perceived?• What growth are you trying to achieve?
• Where is new business coming from?• What types of clients to you want to attract?
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Internal
External
market the things you do well to people that need your help.
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Current Capabilities
• What services do you currently offer?• Are your clients aware of all the help you offer?
• Where do you have the most expertise?• How many new clients do you need for growth?
• Will you need to recruit?
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no research occaisional research frequent research0.00%
5.00%
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15.00%
20.00%
25.00%
30.00%
35.00%
growthprofitability
Research your clients and prospects
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MESSAGING AND TACTICSThe “what”
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Creating the message
Learn to express• What is unique about your practice?• What are you good at?• What do clients need you for?• Why do clients come to you? • Why do they stay?
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Common marketing tactics
Offline
Print ads
Networking
Publicspeaking
Partnering
Public relations
ReferralScheme
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Common marketing tactics
Online
Website
SocialNetworkin
g
Content Marketing
Email marketing
Search marketing
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MEASURE EVERYTHING (EVERYTHING YOU CAN ANYWAY)
Measurement and metrics
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Simple measurements
Tell your stakeholders how you intend to measure your marketing
• Campaign costs• Leads generated • Resulting proposals• Win ratio• Long term client
value• Set expectations• Review and
improve
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Marketing by numbers
• Marketing ROI• Marketing expense to revenue• Customer acquisition cost• Time to repay customer acquisition cost
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To-do
• Perform SWOT• Set your goals• Assess current capabilities• Research your prospects and clients• Craft the message • Describe your tactics• Commit to KPIs