Allan Dib: The 1-Page Marketing Plan
In this episode, my guest is Allan Dib, the founder of Successwise, author of The 1-Page Marketing Plan and a serial entrepreneur, self-described “rebellious marketer and technology freak”.
Successwise is a business that helps other businesses grow fast. They do that by helping to implement highly effective marketing systems.
The framework upon which these marketing systems are based is the subject of Allan’s book, The 1-Page Marketing Plan, which we explore in some detail during this interview. Those of you who have been following my podcast for a while, will know that I’m a big fan of frameworks and structure that make what might appear complex things on the surface, become easy to implement. The 1-Page Marketing Plan certainly fits that mould.
Listen to the podcast to find out more.
Key points and take-aways from this episode with Allan Dib discussing the 1-Page Marketing Plan include:
- The fundamental marketing principles are the same in every business.
- Whilst being good at what you do is important, people don’t find that out until you’ve delivered your service, so before that point, you need to inform them with good marketing.
- Every business is in the business of marketing!
- The 80:20 rule (Pareto Principle) can be applied to itself and so you get the 64/4 rule. A very small percentage of your own effort leads to most of your results. Or put another way, 96% of stuff you do is a waste of time. So focusing and optimising that 4% can have dramatic results!
- The 1-Page Marketing Plan is a great framework for systemising marketing in any business (and you know I love frameworks, right — see Frameworks, Content Marketing Framework, Automation Framework!)
- The 1-Page Marketing Plan is structured into three phases — before people know of you, during — when they know of you but not yet a customer, after — when they have become customers.
- The 9 steps to the 1-Page Marketing Plan are: Before Phase: Selecting your target market; Crafting your message; Reaching your target market with Advertising Media. During Phase: Capturing Leads; Nurturing Leads; Converting Leads to Sales. After Phase: Delivering a world class experience; Increasing customer lifetime value; Orchestrating and Stimulating referrals.
- Focused marketing messages get much better responses, than a broad message.
- Marketing is about building a relationship and building a tribe of raving fans.
- By the time you reach the Sales Conversion stage, your marketing should have already done the work. Sales should be the natural next step (or not, if there is not a good fit). The sales process is essentially, make a promise and deliver on that promise. Removing the risk to your prospect can make the sales conversion easy — make it so the client believes that it’s a no-brainer to do business with you.
- The “After” phase is one that most marketing initiatives ignore — yet this is the most critical phase. The important points here are to deliver an exceptional experience — make the customers go “WOW!” There is huge opportunity in this phase — existing customers with whom you already have a relationship and who like and trust you. Find out how else you can help them.
- Delighting your customers is not that hard to do — often it requires just little changes, rather than a complete redesign of your customer delivery process.
- Rather than “hope” to get referrals from customers, build a system to orchestrate and stimulate referrals. One of the best ways, is simple to ask for referrals!
Originally published at innovabiz.com.au on August 11, 2017.