How to Create a New Launch Marketing Plan

Yoda wants to know if you are coachable

When you have a new launch marketing plan, the next step is to create marketing campaigns. That is so important. This will help launch new products or services or relaunches. It needs to be specific, timely and have a call to action at the end.

The marketing plan needs action. Creating individual marketing campaigns will do that. The campaign is the actual process from start to finish in steps. Each campaign needs to be tactical. You may want a campaign for a Facebook or Google Ad, an email sequence, or invitation to a workshop or webinar. The results should be definable. What’s your goal – new prospects, new sales, or new email subscribers?

New Launch Marketing Plan vs. Marketing Campaign

  • A marketing plan provides a high level strategy based on the business’s objectives over a period of time.
  • Your campaign should be a focused, tactical initiative to achieve a specific goal.
  • The campaign must have a work flow. This includes a step-by-step process. It focuses on execution and the resources needed to achieve measurable results.

How to Create a Marketing Campaign

Before you start your marketing campaign, you will want to map out the process step by step. Create a work flow. Here are some guidelines.

Purpose of the Campaign

Decide what the purpose of the campaign is. Because this will determine how you will know if you are successful. For example: number of people to a webinar, new signups to your email list, buying your new online course. You may be spending money for this campaign. So being specific is important as you want to realize the return on investment. You may learn in the process what you need to alter in the next campaign.

Know Your Target Audience

Many business owners need to fine tune their target market. Importantly, you may have more than one target market for different products or services you offer. Make sure the campaign is identifying what the customer needs. Show how your solution is best. Know where to find them – which social media platforms or specific people on your email list. Select the demographics, behaviors, or location or call to action.

Make sure your message is clear for the target market of your campaign. What are you offering that is going to make a difference to that issue?

I recently created a Facebook Campaign for someone and we ran two ads. The audience and location was the same. But there was two different call to actions. One was for a workshop the other was for a personal coaching session. Each had its own call to action and was designed for two different Avatars. One that was interested in a workshop. One that wanted one-on-one coaching.

Target Market

AVATAR Workbook

If you have not defined your AVATAR as we call it, you will be shooting in the dark. You may want to use our AVATAR Workbook to get specific on who you are targeting. A good campaign to the wrong audience is a disaster. The workbook explains how to create a target market and your ideal customer. Downloading instructions are below.

Incentives

What inducement will you offer to get them to do what you want? You always need to provide some value in advance of getting them to buy or sign up. It could be a workshop, email list, paid webinar, online course, book, coaching package. You may need to create a freebie or gift. Choose a lead magnet like a PDF, a free course, a quiz, a free webinar. The value shows your authority and understanding of the issue of your avatar.

Communicating Your Campaign

What medium will you use to get the word out on your campaign. Once you know your target market, you can select the social media platform they hang out on. Where are they, Facebook, LinkedIn, Pinterest, or YouTube? Or are you targeting them on Google? If you are selecting people in your email list, you can target by location or other tags that you have set up. Is your purpose to drive them to landing page or signup?

Use of a Landing Page

You should only use a landing page for your campaign. Sending them to your website is a disaster. They can get derailed or too many clicks. Your landing page will be specific to the offer you are making. Everything they need to know about your offer should be on the landing page and it should not be too long. We all hate long sales letters. It should show social proof, authority, and build trust. Tell them the problem, show them the solution, how you help, lead them to the call to action.

Many email platforms have built in landing pages to help you with that. We use WordPress and they also have landing pages. But the choice is yours. Pick one. Don’t send them to your website. If you want them buy something, you can link it to your Buy button. Make it easy for them to understand and buy.

Patience – Schmooze Your Prospect

It takes time for someone to buy. They probably won’t buy first time they see what you are offering. So, create an email sequence that will drip on them until they are comfortable to buy. We call that nurturing. You are slowly showing them how your offer will help their lives. Sometimes people need to hear it a few times in different ways. An automated email sequence will be critical to that nurturing.

Analysis After Campaign

Once the campaign is complete, go through your process and see what went well and where you could have improved. Did you meet your goals?

Do you need to improve your target audience? Did you use the right interests, right geography, right content, or even alluring graphics?

Do you need a better scripted landing page? Did you buy ads for the right amount of time?

Use that knowledge for your next campaign.

Each marketing campaign must be crafted carefully to get the results you need.

I hope this article has been helpful. It will help you turn your marketing plan into a new launch marketing plan. You can plan your next marketing campaign. Each campaign you launch will foster part of your marketing plan. So you get the results you want.

AVATAR WORKBOOK – Complimentary

Target Market

AVATAR Workbook

Feel you need a little help defining your Avatar. Do you want to know the difference between your Target Market and Avatar? Then you will benefit by our AVATAR workbook. You may have more than one Avatar and you need to list them for each campaign. We made our workbook easy to use, it is editable so no printing required.

It’s absolutely free. So all you have to do is click here for the AVATAR Workbook.

Janet Elie Launch4Life

By Janet Elie

Internet Marketing Specialist

Launch4Life

janet@launch4life.com

Your Marketing Action Plan

mapping out your marketing action plan

Do you have a MAP – a Marketing Action Plan? If you are like most small business owners, chances are you don’t. You might have drafted up a formal business plan when your business was born. Then again, you might be like the rest of us that started our businesses by “winging it.”

So many businesses begin as a result of a great idea. You see a need for the product or service you offer. So you build a nice website, create some social media accounts, and wait for customers to show up and buy. Instead of hearing the cha-ching of the cash register, we’re serenaded with crickets. Yep, no website visitors.

Or you have lots of customers, but they’re for the wrong product or service. While you’d rather they buy your big ticket items, they’d rather buy what you’d rather not sell.

Alice in Wonderland wondering which road to take

Alice in Wonderland – Walt Disney

Which Way Should I Go?

They say that if you don’t know where you are going, any road will get your there.

That’s true with the way we run our businesses. If want to get to a specific destination, we have to be on the right road. And, if we want to ensure we are heading in the right direction – we need a MAP. A Marketing Action Plan.

If you want to get from one destination to the next, you need a plan. Better yet, you need a map. With a map, you can see where you are now and where you want to be.

What is a Marketing Action Plan?

A Marketing Action Plan is a holistic way to market your business. Many business owners do not take the time to look at the big picture first. Instead, they do bits and pieces that don’t always connect. You should zoom out first and look at the entire roadmap.

A marketing roadmap helps you create a strategy that works best for you. It takes into account your vision, goals, budget, and time. Because it includes all the parts of your marketing plan, it helps you stay focused.

Anytime you feel confused with where you are in your marketing journey, pull over. A quick glance at your MAP might be all you need to get back on track. When you know where you are, you’re in a better position to know where you’re heading.

Marketing Action Plan – Examples

Marketing roadmaps are flexible. They can be simple or complex. They can include several destinations along the way, or only a few. Here’s some of the typical destinations:

• Website

• Social Media

• Email Marketing

• Advertising

• Search Engine Optimization

However, I see them more like stepping stones to help you reach your ultimate destination. Your final destination should be the vision you have of what success will look like for you.

At Launch4Life our ultimate goal is to be able work from the road. Our ideal workspace is location independence. Which is why our motto is “have laptop will travel.” When we keep our ultimate goal in the forefront, we find it’s easier to make a decision. Each time we come to a fork in the road we ask “Will this allow or prevent us from traveling?” We only take action on the business decisions that support our ultimate destination.

Creating Your Marketing Action Plan

Start out by taking some time out to think of what you want. Think about where you want to be in your business this time next year, or even better, five years from now. This is more than thinking about how much money you want to be making. Instead, it’s more about how you want to be making it.

For instance, imagine you’re a life coach with a somewhat steady stream of online. But, you’ve grown tired of meeting clients every day via Skype. You yearn for the day that you could spend an afternoon doing art, going for a hike, or reading a novel.

That life coach needs a vision of what they could do to create passive income. They might get more bang for their buck by offering group coaching. Writing a self-help book. Or creating an online course.

Passive income would be their vision. What they’d need next would be the road map to get them there. That’s where a Marketing Action Plan comes in.

Your Marketing Action Plan should include:

· What specific actions need to occur to reach your vision?

· Who on your team will carry out each of these actions?

· When do these actions need to happen?

· What resources do you need to carry out these actions?

Once you have all that figured out, you will see that all those stepping stones fit together to create a path. This is your MAP – Marketing Action Map.

Now all you have to do is keep moving along following the MAP – one step at a time. Even if the steps are small, as long as you keep moving forward you will be making progress towards your vision.

The End Result

When you have a vision, you will always know where you’re going. Armed with a Marketing Action Map you will have the means to get  where you want to be.

The greatest part of having a Marketing Action Plan is how it will empower you. You will be more in charge of your daily activities. You will stop feeling so overwhelmed about both your present and your future. Your marketing efforts will be in manageable baby steps. As you move from step to step, you will be on track to reach your final destination.

Launch4Life - Gillian Whitney

By Gillian Whitney

Communications Consultant

Launch4Life

gillian@launch4life.com

Buyer Coachable Ingredients

Yoda wants to know if you are coachable

They say when the student is ready, the teacher will appear. One assumes that the student arrives like a Jedi student submitting to the learning of his or her Yoda, being Ready, Willing, and Able. But is that true? Are they truly ready, willing and able?

For Yoda to be a successful coach, his student must be coachable in every way. Meaning they must have their equipment, their desire and passion. A mindset to set everything else aside to learn that one kernel of truth that will make them be a Jedi master of their fate. Truly coachable.

If you are the Yoda, is your student aka buyer ready, willing, and able to be coached in what they have sought from you? In Yoda’s infamous words “Do or do not, there is no try“. All three ingredients are needed for a winning combination. It won’t be fair to your customer or to you otherwise. Let me explain THE BUYER COACHABLE INGREDIENTS.

READY

It must be at the appropriate “time” in your customer’s business or personal life that your product is meant for them. They must have the money. Your product must be appropriate for their needs.

WILLING

They must be committed to take what they will get from you and apply to their business or personal life. This might be the skills or techniques they will learn. It may be hard, but they have to have the persistence, dedication to focus on the end goal. As Yoda would say “Do or do not, there is no try”.

ABLE

This is more of about capability. Your buyer has all of the tools available to execute what they have learned. This may be equipment, tools, time or money.

Let me give you a couple of examples of how I would apply this to my customer. With that insight you will be able to see how this would apply to your client. Are they ready, willing, and able – coachable?

being coachable using the force

Helping your students to be coachable using the FORCE.

Coachable Stories

Story #1

Susie came to me and wanted me to teach her how to create Facebook ads. Susie was READY to spend the money on my coaching and the cost of Facebook ads. When I looked into her process, there were two issues. #1 she hadn’t set up a Facebook Business Page. Without it, she couldn’t purchase Ads. #2 her call to action was classes at a physical location. I found out that the physical location was temporary. I recommended she wait for my help until she had built the Facebook Page and had locked down a more permanent location for the classes. It was putting the cart before the horse. Susie was wasn’t READY, was WILLING, but not ABLE.

Story #2

John asked why he was not getting conversions from his website to sales. He had been spending a ton of money on Facebook Ads. But no results. Why no sales. I took a look at his website. It was not ready. The ecommerce was set correctly however he was missing key components to get people to know, like and trust him. The blog page had no articles. The social media buttons were not clickable. You could not tell from his website who is “avatar – ideal customer” was. If you signed up for his email list, your email went into cyberspace because he had not set up an email program. Why would I buy John’s stuff? This guy was not Ready, was Willing, but not Able.

Story #3

Paul asked me to help him with a marketing strategy. When I laid out the guidelines to accomplish the goals, Paul couldn’t execute. There was always an excuse. Not enough time. Don’t understand. Or what I heard a lot was “I can’t”. Paul was not ready, nor willing, but able. But the able wasn’t big enough. The willingness to adapt, change, wasn’t strong enough.

Help your students with their coachable buyer ingredients – Ready, Willing, and Able

I love going to see Star Wars Movies. I learn from each movie the dynamics between the Jedi Masters and the students, whether of the FORCE or the “dark side”.  As in my three stories illustrated above, these are painful experiences for both the Yoda master and the Jedi student. The student can think they are ready, willing, and able. But for the master to be successful in their coaching, the student must be coachable in all three. Some are physical things to be changed. Some require a paradigm shift in their mind. Make sure your clients have the three buyer coachable ingredients before you embark on your buying/selling relationship. May your light saber coaching make the difference.

Janet Elie Launch4Life

By Janet Elie

Internet Marketing Specialist

Launch4Life

janet@launch4life.com

Yelp Reviews: the Good, the Bad, the Ugly

Yelp Reviews: the Good, the Bad, the Ugly

Yelp Reviews

Did you know that customer reviews are a huge contributor to get you top Google rankings? Many consumers look at Yelp reviews. They also look at others like Facebook, Google My Business, Angie’s List, and Thumbtack. You have to look at The Good, the Bad and the Ugly.

Sometimes we don’t like the negative feedback reviews. They aren’t always 5 stars. But here is a tip. It is not so much the review, but how you respond. If you ignore it, you deserve the review. You didn’t bother to reply. Either an apology or an explanation, will improve your image to potential customers. They don’t always expect a glowing review. But they sure do look at how you handled one.

Responding to reviews will also improve your SEO. Did you know Google will give you a higher ranking if you respond to your reviews, whether good or bad?

Yelp recently won a battle with the Supreme Court of California. It was about removing a negative Yelp review, a case between a law firm and one of its customers. Yelp fought it based on the principal of internet free speech. Here is the article. You be the judge.

https://www.yelpblog.com/2018/07/a-case-for-the-internet-hassell-v-bird

I love Yelps’ response at the end:

As we have observed before, litigation is never a good substitute for customer service and responsiveness and had the law firm avoided the courtrooms and moved on, it would have saved time and money, and been able to focus more on the cases that truly matter the most — those of its clients.

This fiasco reminded me of a blog article I wrote last year.  I think under these circumstances, it bears repeating.

Lemonade out of Lemons: Handling a Bad Review

Do you freak out or become angry if someone writes a bad review about your business?  You worked so hard and yet some of the people that receive your services didn’t feel they had a good experience.  It’s like a soccer punch to the gut.  How do you not take it personal, it’s your business your passion, your life!  Can you turn those negative comments and feelings of rejection into something positive? Yes, making lemonade out of lemons?

Bad Review

This Review is Killing Me

A study by Northwestern University stated, “consumers think a business is more credible if it has a mix of good and bad reviews”.  Yes, they want to see some bad reviews.  If consumers only see shining accolades, it can actually damage your image.  It creates skepticism.  Are all those reviews real? No business is perfect.  You cannot possible meet expectations of all your customers.  When consumers review bad reviews, they look to see how the business owner responded.  The response is the most important element. Positive customer service is what people are looking for.  They want to see how you handled it.

Not responding is deadly to a business owner.  The consumer may think you don’t care.  Or you will be judged “guilty” as charged.  Even if you think the review was not justified. Or someone being obnoxious. It might be someone writing on behalf of a competitor. You MUST respond.  If it is a legitimate complaint, own up to it. Take responsibility in the comment. Take this opportunity to say, “Mr. or Ms. Customer you are right” and then offer to fix it.  If you think it is bogus, try to find a diplomatic way to address the review. Your customers will see that the complaint was not realistic. For example, you could say in a nice way “my style is a different than XX and so unfortunately we may not be a good fit.”

The good thing about reviews is that they are not usually anonymous.  Example if it is a Yelp or Facebook Page review, you will see who sent it.  They may not use their own name. But you have the ability to send that account holder a response, public or private message. Even if you prefer to send them a private message, make sure you write a public comment first. This way others can see you responded.  You can say something like “hey David, I got your review and would like to dialogue about your grievance.  Love to send you a private message? I aim to please my customers”.  Your viewers will see that comment. They’ll know you are going to take care of David, even if David’s complaint was not justified.  Or you could say in the comment “David, stop in or give me a call so we can resolve the issue. Your complaint is important to me”.

The last thing to remember about responding to negative reviews:  Don’t wait.  Waiting is deadly.  Don’t let 24 hours pass beyond a bad review. If not, consumers are already making judgements and it isn’t good.

Social Media has changed the entire playing field today.  Everything that everyone writes good and bad is out there for the entire world to see.  You can’t hide so turn it to your advantage.  By the way, if you get an awesome review, go ahead and comment on those as well.  Someone took the time to write to share their great experience.  Let them know you appreciate it.  People do check out reviews in helping them make decisions about who they want to do business with.

Use your reviews to improve your customer service and make a better product or service. Respond to your positive and negative reviews as fast as possible.  It helps your customers know you, like you, and trust you and that is the name of the game.

Have some sweet lemonade.

Janet Elie Launch4Life

By Janet Elie

Internet Marketing Specialist

Launch4Life

janet@launch4life.com

Entrepreneurial Lessons Learned On Vacation

Entrepreneurs can be found in many places with all sorts of career focuses. While recently vacationing with my husband on an Alaskan Cruise I had the privilege of discovering a new entrepreneurial type, the “tour guide”. For those of you who have never cruised, at each port of call, you can select a choice of many excursions for your day ashore.

My prior cruises were to the south where tour guides work all year round. Many times, English is their second language which consequently often limits the personal discussions. Touring Alaska was a totally different story. Tour guides for cruises are limited to a 6-month time frame. Most of the tour guides we met were seasonal residents of Alaska and their first language was English. A lot easier to have a good conversation.

Though technically they were employed by some touring adventure company, or the cruise company, it was on a contractual basis which allowed them to pick their availability.  Of course, since for most of them this was their yearly bread and butter, they usually worked 6 days a week to maximize their income.  Tips are a large component to their income so the experience they deliver is critical.

So, what made them be entrepreneurs even though they contracted with a company?  This was discovered in the stories they offered.  We are talking a pretty cold place in the winter and so many of them choose to hoof it after the cruise season ends.  Many went home, some went to sunny places south, or some like our tour guide Rhonda traveled to exotic places.  Others used that time to pursue additional education, some focused on writing a book, or creating art.  I consider this an entrepreneurial life.

As I listened to their stories, I fantasied living their life.  Making people happy, sharing local history and geography, telling stories. I am sure it’s not all as glamorous as it sounded.  But oh what fun to lead a hike to a glacier……until I ran in to the big grizzly bear!!!!

Ok. Back to reality. Each of us entrepreneurs come in all shapes and sizes.  We offer different products and services.  One of the things I noticed was that these guides were always promoting themselves and their company.  You would think we are “one” visit and done, but I am sure the thought is we are networking opportunities to encourage others to sign up for their tours.  I was offered business cards to give a review on Trip Advisor, or “like” on their Facebook Business Page, sign up for a photo contest, all to stay connected and share my positive experience with others. Even guides use online marketing.

Entrepreneurs at the Dog Musher Camp love working with their dogs

One last thing, we noted many other kinds of entrepreneurs in Alaska: shop keepers, fishermen, hunters, gold miners, dog sled mushers and handlers, and more. Learning about dog sled mushers is another incredible story.  Wow! I wouldn’t want to live in a place so cold in the winter, but I am glad that my business allows me to travel there. Thank goodness. It’s the best part of my life.  Work and play on my terms.  Does your business support the lifestyle you want?  Find your passion and interest and build your business around it so you love what you do and it gives you the lifestyle you desire.

 

By Janet Elie

Internet Marketing Specialist

Launch4Life

janet@launch4life.com

Now I Wrote My Ebook, What’s Next?

Ebooks are powerful marketing and sales tools. You have taken your knowledge and skills and put in writing a training or inspiration for your audience. Some ebooks are leads for sales and other times they are the sale. Either way, since they live on the internet, there needs to be a process to upload and distribute them to your prospects or customers.

Here are four ways to showcase and market your ebook:

  1. Lead Magnet. When you request people to subscribe to your email program, it often helps to encourage sign-ups with a freebie, bribe, or gift, whatever you want to call it. Your ebook is something of value that you want to give away for free that teaches on a specific topic and creates credibility for yourself. You can create your ebook in word and save it as a PDF.  Your PDF needs to have a place to live, so we suggest you use your email platform ( if it can host PDFs), Google Docs, or Amazon Web Service (AWS). While AWS is the most secure, it is a cost based service. Whatever email platform you use, a link to your PDF can be attached to the thank you email. As soon as someone subscribes to your email list or newsletter, they will immediately be able to download your ebook.
  2. Gift Give-away. When you are a speaker at a conference, workshop, webinar, wouldn’t it be awesome to offer your eBook as your Call to Action (parting gift). If they would like your eBook, all they have to do is give you their email address. That’s one way to capture their contact information. If you are selling your eBook on your website or Amazon, you can provide a special coupon with a limited time offer. More on this later.
  3. Website Sales. You can create a website landing page where you can host the eBook(s) and a link to pay for it.  This requires a little work to create and you will have to do your own advertising to get people to your website.
  4. Sell on a third-party platform. Amazon or iBook’s are the most common place to sell your ebook. The added advantage is this method of distributin your ebook prevents other people from sharing your content. When deciding between iBooks and Amazon, take the time to research which one will pay you the best royalties. The biggests limitation of iBook is that you are knocking out all Windows, Android, & Kindle device users. Amazon tends to be the most popular way to distribute ebooks because of it’s popularity and ability to market globally.

Here are a few hints on creating your eBook for Amazon that you may have overlooked that are worth considering:

Font choices – Using one font is best. Standards are Arial, Times New Roman, or Courier.

Hyperlinks – Make sure they are preserved in your ebook prior to saving and uploading.

Page Numbering – Don’t number your pages as they will be automatically numbered depending on the device read on.

Graphics – Use your own or royalty free. Don’t get sued for using someone else’s graphics.

Cover – Make it dazzle. People really do judge a book by its cover. Remember a picture is worth a thousand words. Use as few words as possible with title and author name. You also want to make sure your cover will still look good when its reduced to a thumbnail.

Last thoughts:

 If you decide to use Amazon, using Kindle Direct Publishing is the best choice. KDP helps you create and design your eBook Amazon’s software. You can also upload your own PDF. Kindle can still help you create a cover even if you have created your ebook prior.

If you are selling or giving away your ebook, you will want to blast the word out. You can have links to where to find your ebook. Post details on your website, social media, or include links in your emails. Offer discounts or free for limited time frames. Lastly, you can bundle the purchase with a course.

Whether you want to make money with your ebook or use it to help sell your other products or services, it will help build your credibility. Hopefully you have now learned some new ideas to make your ebook an even greater success.

By Janet Elie

Internet Marketing Specialist

Launch4Life

janet@launch4life.com