{"id":23060,"date":"2021-06-09T08:00:56","date_gmt":"2021-06-09T13:00:56","guid":{"rendered":"https:\/\/taxprocenter.proconnect.intuit.com\/?p=23060"},"modified":"2022-11-16T14:47:48","modified_gmt":"2022-11-16T20:47:48","slug":"marketing-outside-your-neighborhood-developing-your-plan","status":"publish","type":"post","link":"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/marketing-outside-your-neighborhood-developing-your-plan\/","title":{"rendered":"How to develop your marketing plan"},"content":{"rendered":"

I once wanted to send Mr. Potato Heads to my executive clients \u2013 the real potato version because it was closer to the original Mr. Potato Head, and since our company was based in Idaho, it made sense to me. We were launching a new program that would challenge our clients with all of the senses, so I thought it would be hilarious to send the first package with just the ears. The next package with the eyes \u2026 and so on, until they had the whole potato to put it all together.<\/p>\n

I know you\u2019re judging my intellect right now, and that\u2019s okay. The best part of brainstorming in a marketing meeting is coming up with ideas that may feel crazy or even bad, but you never know where that idea will lead. Accept the crazy, weird, and wonderful ideas because they may get someone else in the room to stretch themselves and find the idea that is perfect.<\/p>\n

In the first part<\/a> of this two-part series, I talked about the importance of planning in marketing; without a plan and its data, you really don\u2019t know where to go. Now, in this article, I\u2019ll show you how to take your information and develop the plan to execute your marketing.<\/p>\n

I personally love this part of the process. It’s where you can get your team to dream a bit and brainstorm with fervor. You make a space for all of the ideas: the good, the bad, and the Mr. Potato Heads of the creative vision.<\/p>\n

Yes, you will let go of the bad ideas, but the team\u2019s participation is the gift. Have the marketing team do an offsite or Zoom meeting for planning. Everyone should have access to the data uncovered in the first round. Today is all about planning. I recommend doing this down and dirty with a Google printed calendar, lots of easel size Post-it paper, and smaller Post-it Notes.<\/p>\n

Where do you want to show up? Create a list of possible marketing initiatives<\/b><\/p>\n

Let\u2019s say you figure out \u2013 through your interviews \u2013 that your ideal clients all like Instagram<\/a>, LinkedIn, and YouTube. You also discovered three conferences and two popular podcasts where your potential clients are already showing up.<\/p>\n

How much does it cost to attend the conferences or virtual events? A lot of niche events love having financial experts present! It is something almost all of their attendees crave with popular topics, such as how to be more profitable, how to stay afloat during disasters<\/a> or pandemics, and payroll laws they should be aware of. Can you get a speaking spot, and do you have someone on your team who is trained in public speaking to be effective and engaging in front of an audience?<\/p>\n

Take those insights and determine what the key performance indicators should be upon participating. What is the cost per investment, and what expectations do you have in converting new prospects into clients? <\/span><\/p>\n

Social media<\/a> is very easy to execute, but remember that you are competing with a lot of other noise. Is there a way you can stand out? Do you have someone on the team who loves social media, and can put together a strategy to share inspiration, education, and behind-the-scenes content on a consistent basis?<\/p>\n

Regarding podcasts, sponsorships are one way for exposure, but being able to get on the actual podcast to chat it up with the host is ideal. This not only humanizes your brand to the audience, but could also bring massive awareness! In addition, some companies have paid sponsorship spots where you can do a short interview. See if you can be a guest, first, to share your expertise and help their audience with one of the problems you uncovered in your interview. Better yet, create your own podcast.<\/p>\n

When do you want to show up? Mark the blackout dates<\/b><\/p>\n

Start off by marking out the busy season you uncovered in your clients\u2019 niche. This is not a dark time in marketing for you; this is an expected, lighter engagement time. Perhaps you can send high-end treats to your clients and wish them luck at the start or end of their busy season. <\/span><\/p>\n