How To Create a Solid Strategic Marketing Plan System
Look, if you’re not organised or structured or systems driven, trying to stay on track with a marketing plan can be trying.
So what I’m going to do in this tutorial is to walk you through how to develop a system.
I’m going to zoom straight over to the board or the software that I use, which is Trello. So Trello.com
It’s free, and you can get a paid version, I don’t bother, this is more than sufficient.
So what you’re looking at on the screen now is a ‘board’, so this whole thing is a board. And I’ve named my board “marketing, blog posts, email campaigns”.
Each one of the stacked elements is a ‘list’. So that’s one list, and the list third list and so it goes on.
Each one of these elements is called a ‘card’.
WATCH THIS VIDEO TO SEE HOW SIMPLE IT CAN BE:
So that’s a ‘card’. So what I’ve done, my structure, this is where I capture my idea. This is just a concept. There’s nothing in there, there might be a little bit of information in it, but it just captured the idea.
What you’ve also got to know is there’s an app for this. So if you’re out and about, then you can capture that idea.
What I find is that I had no limits on ideas. Ideas are easy. It’s collating the content, getting the image, what’s the call to action?
What outcome do I want to achieve from it?So when you’ve come up with the idea, you simply create the card. So if I wanted to create a card here, let’s call it 100 days to world domination. There’s a card. I can move that around. I can drag it from one column to the next. And you can see I’ve already created one there. So kill that one.
So within each card, you can collate information. So you can create your content up here. And that’s generally what I’d recommend you do.
You can add images, you’ve got ‘labels,’ which I’ll talk about shortly. ‘Checklists’ you can create. You can put two dates, attachments, and so forth.
So there’s a whole heap of tools within each card to help you better manage your ‘marketing board.’ Because that is what this is. This is a ‘Marketing Board.’
So for me how I’ve structured, I’ve got this as the ideas. These are other promotions that might have different elements in it, that I have, that works for me.
Once I have collated some data in there, got some links that I want to track back to my website, maybe found an image related to that particular topic, I can then drag and drop that along to there.
So this is where I’m curating. So I’ll just drag that one back.
So handling fake negative reviews, what I’ve got is some resources that I’m going to pull content from.
So I’m going to use those, then I’m going to create my content up here, I’ll find my image, and then I’ll make a decision on where I’m going to link that back to my website.
So in this particular one is actually going to be a blog post. So that in itself will be a link. So when I send this out as an ’email campaign,’ it will have a link back to that blog post. Does that make sense?
So this gives you a ‘strategic approach’ if you like, so you’re able to have some sort of order. Now, this is my overarching ‘marketing board.’
I’m now going to share with you one I did for social media posts. So we’re just going to go to that board now.
So this is what we call ‘evergreen social media,’ where we recognise that a lot of social media posts don’t actually have an expiry date. There is valid today when you post it and say it would be in three months or would have been three months ago, it’s evergreen content. It’s just valid all the time.
So why would you not have a system where you can repost that content. And that’s exactly what this is.
So I these, these are individual social media posts. So once we’ve curated them here, and they’re good to go. And I’ll just show you that one there. So social media is not the platform to sell, sell, sell more about engage, connect, and build relationships. And it’s got a link back to my website. Because why would you do social media marketing, without linking back to your website?
What’s the one outcome you want to achieve? Well, you want people to call you, but you also want to drive traffic to your website. So having links in your social media posts does that.
We’ve got a great image. Now I’m going to talk about labelling in a little while.
And so under this category, right and that’s what already recommend to my clients is find your categories, find your overarching subjects, because then it makes it easier for you to start to collate content.
You know, in your industry or your business, you’ve got 3, 5, 10, whatever categories, whatever the overarching subjects, about the services you provide how you help people.
And by you identifying those categories, means you’ve then got a framework to start to curate content.
So if we have a look here, under social media, I’ve got 22 posts. So if we go down here, 1, 2, 3. And so it goes on. And you can see those posts are all ready to go.
Now, from Trello. Can you post the social media? Well, actually, no, you can’t. You need to then take it to social media. But using this methodology means you’ve got that framework by which to collate that content.
So what what’s ended up happening here, I’ll just scroll through. So you can see that all I’ve got, these are my category’s starting right here.
And to the right, what happened after I created all this content, we then found some other content that we could create.
And then we found another list of content we could create.
So initially, we actually created 379 social media posts, which is massive. But that’s typical of me, go a little bit overboard.
So I’m just going to scroll to the right and you can see all of the different categories that we’ve created. So that’s epic.
Now, I’m not saying you can use Trello just for this, but, it shows you one of the ways that you can use Trello to bring some order, some structure, a system by which to collect ideas, curate the content before you post it out.
Okay, so let’s go across to my next Marketing Board. So you can see I’ve got three in play here.
So this is the video I’m doing right now, is a part of my ‘100 Days to World Domination’ for small to medium enterprise, small business. Yeah?
So how the heck was I going to collate 100 ideas? Which, have ended up being about 120 I think.
How was I going to create the content? Number one, come up with the idea.
Then, start to collect the information, curate the content, get the image, and keep some sort of semblance of order for that, because you can’t go… just number one, a bit of content number two, a bit of content number three. You’ve actually got to come up with number one, the categories.
And then, high performing websites is one of my categories, social media hero, business building, and so on.
And I’ll just show off now I think I’ve ended up with 13 business categories, because this is what we do for a living.
We help business owners so we understand systems, we understand processes, we understand structure, because we have to, because we’re project managers, we understand Online Marketing, we understand websites, clearly, we understand SEO and social. So it goes on.
So, again, in the same methodology, as I shared with you initially in my general ‘Marketing Board,’ which doesn’t look as sexy, because it’s always a work in progress.
But this is about to be launched. So we came up with an idea ‘Social is not a place to sell’. And each one of these has a particular outcome, a set of actions.
So I explained to people the concept, so this is massive ‘add value’, the concept of what it is I’m discussing, and then do these things.
So I’m hoping that with these 100 days, which is 100 blog posts, by the way, and 100 social media snippets, and also an email campaign each week outlining the posts for that week, so massive, massive leverage for us and massive massive value for our clients and readers.
So I’m just going to talk a little bit now about labelling. So how do you keep control of this? You know, have you finished?
So this post down here, or let’s go over to here. So there’s some red flags here. What does that mean? Well, this one needs an image and it needs content.
This one here, has been approved by me, approved by one of my team, the contents loaded and the image has been approved.
So that’s a labelling system within Trello. So I’m just going to quickly go to that now. Actually, let’s just go down…..
The video I’m doing right now, is going to go right in here. So I’ve done a previous video, on how to use Trello and it’s there as a resource for me, but I am now going to insert the video here. I’m going to get this video transcribed and that will be inserted into the post.
So the labels is what I was going to share with you. So once I’ve done this, I will approve it.
I’ll just go down to the other labels. So my contents loaded, I’ve created some smart actions, they are the checklists that I’m going to add. And the image is then approved.
Once it’s approved, I can tell my team. You can see all these red flags, you know, get a new image, because sometimes they’ve selected an image that I don’t actually like.
And so my way, where is that? There we go. So right there, there’s an example where it’s been approved by me, it has a link to my website, my contents loaded, the smart actions are in there, and image to be approved. And I said, No, I don’t like that image, ‘Get new image’. Now an image has now been loaded. Do I like that image? Yeah, I love it, actually. That is awesome.
So now if I go to the labelling system, untick that… and ‘Image approved’.
And so now we’re approved, we’ve got a link, contents loaded, smart actions in, that one there, going to be unticked.
This post is now ready to be loaded. Yeah? So that’s the key here, is how to have an ordered structure, you’ve really got to have a good system. And this just makes it so simple.
So a couple of rules that I’d recommend is, your content. Create in the description area. Now I’m getting into the finer details here because you could create the content in activity.
So just my recommendation is to create up there, it’s easier to copy and paste.
So when it comes to logistics of loading, it’s going to save a lot of time. Here the things that we have learned over the years.
Look, I think that’s pretty well about it. I’m really hoping that you can see the value. So you know, I’ve created specific boards.
Trello is free you can get X amount of boards for whatever for under the free level.
You decide on what lists you’re going to have, it might be ‘idea’, ‘in progress’, and ‘ready to post’ and ‘posted’.
And that’s it. Whatever works for you. However you w’wired’, is how you would structure this.
Now, how this was set up initially was totally different to how it is set up now. It’ll evolve as you move forward in business.
So how to create a marketing system? You need a system, that’s it.
Ideas are very, really the issue.
So I hope that adds value.
It’s Peter Butler from Smarter Websites. Over to you…
1) Create a trello board, maybe 2?
2) Name your board
3) Get the Trello APP on your mobile
4) Start capturing your ideas
5) Start populating the ideas with text, images, links
6) Set times to work on this
It’s not going to happen overnight, stick with it…
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