It’s a New Year, Time for a New Marketing Plan.
I have developed the habit of starting the year off by taking a step back to see the Big Picture 🖼 of what it is that I want to accomplish for the year. What it looks like for me in 2022 is a guy playing 7 chess ♟ games at the same time: real estate investor; real estate consultant; real estate brokerage owner; writer/marketer; lawyer; filmmaker; and musician. That’s a lot to juggle! 🤹♂️
When planning for your year ahead, do you find it best to compartmentalize each project?
I do! 🗂 So, this happened a couple days ago…
The heading says “business plan” but it’s really a top-down view of my marketing plan. Here’s how it works.
Start at the Top!
Rather than do what the others are doing, starting at the bottom of the pyramid and working their way up, I’ve taken the advice of one of my new quasi-mentors, Kathryn Porritt of Business Bravery to start at the top!
1. Top-of-Funnel Prospecting:
For me, the top-of-the-funnel is comprised of two types of ideal clients: platinum clients (those who own businesses and earn over $1MM per year) and premium clients (those who have salaried positions, usually at the c-suite, and earn between $200K to $999,999 per year).
Q: How Do I Reach Them?
The answer is multi-channel marketing. This includes:
- Direct mail,
- Social media ads,
- Custom FB audience (OWL + Batchskiptrace + RPR),
- CrunchBase,
- SunBiz.org (FL business owner),
- SBA.gov (National business owner search),
- Branding ads,
- Press releases (PRNewswire), and
- Book tours
2. Middle-of-Funnel Prospecting:
This is akin to a database of your standard clientele (income < $200K per year). You’ll be able to reach them using Omni-present Marketing as well, but using different media and channels. Here’s a sample:
- YouTube videos,
- Udemy courses,
- Kajabi courses,
- Email list,
- Paid traffic on fiverr,
- Publishing one book a year,
- 365 days of blog posts,
- Podcast,
- TV show,
- Seminars & webinars,
- Instructor courses live,
- Business cards and brochures,
- Booths at trade shows and association conferences,
- Booths at arts & crafts festivals,
- Sponsorship branding,
- Pop-up kiosks at the mall,
- Direct mail (postcards) campaign,
- Brand advertisement at the movies,
- Hotel magazine ads,
- Airline magazine ads, and
- Local and National real estate investor ads.
3. Bottom-of-Funnel Prospecting:
Since we’ve already covered everyone using income bracketing, let’s just say that anyone who has not yet been exposed to your brand (aka Cold Traffic) is, by default, within this container. The objective here is to ✈️ taxi all cold leads onto your Brand RAMP (read Professional Services Marketing by Shultz and Doerr) so that all prospects will recognize, articulate, memorize, and prefer your products and/or services. 🛫
Over to you. What does your marketing plan for 2022 look like? Does any of this resonate with you? Chime in! 🛎
Cheers!
John
John W. Tanner, J.D., M.S. 