Align Marketing & Sales Objectives with Customers - CHARLES GEORGE

The way you align marketing and sales objectives with customer objectives is by creating a marketing plan.

Charles George - "Publish to Thrive"

Introduction
By Charles George
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Welcome to the Publish the Thrive Radio Show. Every business owner can benefit from publishing their knowledge. Today, every business is a publisher. Whether you are creating content for social media, blog posts, videos, podcasts, newsletters, long-form sales letters to sell your products or services, or  premium content like books, paid newsletters, online courses, membership sites. Everyone is a publisher.  Publishing helps you reach new prospects, strengthen relationships with current customers and create additional revenue opportunities.

I’m your host Charles George. I am a digital direct marketer and copywriter. For about 20 years, I have consulted with businesses on creating marketing campaigns that reach new customers and sell more to their current customers. Today, I focus on building profitable online audiences and brands.

On the show we talk about marketing, sales and growth for stage 3 businesses.

You can follow me personally at www.PublishtoThrive.com.

Show Objectives



  
Key Issues

• First we need to identify our revenue goals.
• Everything starts with revenue.
• How much money do we want to earn?
• Next question we need to answer is “How are we going to achieve those revenue goals?  

Everything starts with our customer. In episode 5 we are going to do an entire show on identifying the characteristics of your customers.
The first part of any marketing plan is research.
Research drives everything.

It helps up come up with a big idea for the campaign, idea for content and our creative strategy, the messages we are going to use, the graphics the images,
Identify our customers, find audiences online who are similar to our customers.
 
Market Research
Secondary Research – Research that is already available we need to go research and compile it.

• Industry Assessment
• Competitive Analysis
• Product/Service Comparison

 
Primary Research -  Focus groups, surveys, experiments, tests, or anything where that is where we are doing the research. It’s data that has never been collected.  

• Survey Development
• Sampling Plan Development
• Customer Needs Assessment
• Media Preferences Assessment
• Promotional Offer Preferences Assessment
• Data Analysis

 
Segment 3 - What You Need to Know

MARKETING STRATEGY

• Market Segments Identification
• Description of Market Segments
• Justification of Target Market Selection
• Identification of Clinching Benefit for Each Segment
• Explanation of Database Structure/Source Data
• Identification of Database List Sources (
• Test Strategy Explanation
• Rollout Strategy Explanation
• Conversion Plan (prospects -> customers)

Segment 3 –

MEDIA PLAN

• Media Mix Explanation
• Media Mix Justification
• Prospect & Customer Communication Program

 
CREATIVE STRATEGY

• Explanation of offers & messages
• Design & Layout of all Print Materials --DR Communication
• Design & Layout of all Fulfillment Materials
• Materials Production Plan

 
Segment 4- What You Need to Do​

FULFILLMENT STRATEGY 

• Fulfillment Plan
• Identification of Responsible Parties

 
BUDGETING/ROI

• Cost Determinations
• Calculation of ROI ‘s for Hi/Med/Low Response Rates
• Identification of any Incremental Costs Associated with Response
• Final Budget Calculation (Must be at or under budget)

 
Next week we are going to be talking about how to align the sales process with customers.
 
About Charles George
Charles George is passionate about helping purpose-driven entrepreneurs create a lifestyle business by combining publishing with direct marketing.
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One of the fastest and most profitable ways to build an audience is through email. Download Charles' free report 101 Ways to Increase the Size of Your Email List. http://publishtothrive.com/IBGR

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