Posted in Sales and Marketing Tips

Got a 2022 Marketing Plan?

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!

Platinum Clients are at the TOP of the Funnel!

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
Premium Clients Make Premium Purchases!

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.
Most of Us Start at the Bottom of the Funnel.

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

Author:

John holds four degrees (law, hotel management, literature & computer science, and theater), two decades of technical education, and has twenty years of extensive work experience in the fields of real estate property valuation, mortgage finance, and home sales. John is the founder and Broker-Owner of Coleman Tanner Realty 🏡 in Florida. As a writer, John has been self-publishing books since 2012. His latest nonfiction book, The Entrefluential Broker, is a DIY guide to launching your own real estate brokerage business. John’s forthcoming book, STR Conversions, will inform real estate investors of how to quadruple their rental income via his new “hotel hacking” strategy. He plans on taking his lessons to online and offline speaking stages to share his tactics with investors in the second half of 2022. To discuss speaking engagements and workshops, interested parties can send inquiries to John’s assistant, John Paul, at TELbookings@gmail.com. In addition to writing, John has a love for filmmaking that began while studying theater at Miami-Dade College in 1994. Most recently, he completed the 14-Day Filmmaker Academy by contemporary tv commercial experts, Paul Xavier and Anthony Gallo. 🎥 John plans on overseeing the shooting of in-house “reality tv” videos for his real estate practice, Coleman Tanner Realty. 🎬 John also aspires to executive produce independent films that will be a hybrid of the film noir + murder mystery genre and something new, futuristic, and aesthetically appealing to modern day film enthusiasts (think, anime in real life meets Sherlock Holmes). 🌹John also enjoys romantic comedies and Hallmark dramas (he wrote a romantic novella titled Faithfully, available on Amazon under the pen name of Jack Morgan) - so stay tuned for romance films as well. When he’s not 🖥 online studying film production, AirBnB, real estate, online marketing, or watching movies and his favorite TV shows on Netflix or the tube 📺 for inspiration, 🎼 John also enjoys playing the guitar 🎸 and piano 🎹 in his free time. John is also learning Tai Chi and White Tiger QiGong on the tube, and was a former Judo student while attending FIU.