Creating An Online Marketing Plan – 8 Critical Components

Our partners are creative people, artists really.  In fact they’re brilliant.  Each has a clear area of focus with a high level of expertise.  However, the challenge is creating an effective online marketing plan.  They want to create their art – not sell it.

That’s where we come in.

The internet has leveled the playing field.  The phrase “starving artist” need not apply anymore.  We teach how to use the tools of the internet to identify and build an audience.  That’s the simple part.

The hard part, and where our guidance is even more valuable, is helping develop an overarching marketing message.  We help answer the question:  “How can I take my expertise and not only present it in a way that’s attractive but will spread my influence AND make a few bucks along the way?”

For most of my career my livelihood has been based strictly on a percentage of sales.  During that time I’ve learned a few things.  In addition I pay attention to top internet marketers like Brendon Burchard.  He’s created a process for developing an online marketing plan with 8 critical pieces.

When you apply these components with a strong digital presence – you begin to build something significant.

1)      Claim.  What’s your thing?  Tell the user what they’re going to get.  “Here’s something I’ve accomplished or learned and here’s how you can.”  What can your product/program/service do for your customer?  Make your claim bold, make it strong.

2)      The Challenges. What problems are you solving?  What are the common problems that keeps your customer from accomplishing what they want?  Identify and speak to specific pain points.

3)      Commonality.  Find ways to relate with your customer.  Paint a picture of how I’m just like you.  Talk about self at a human level.  “I was like you.  If I can do it so can you – and here’s how.”

4)      Credibility.  Why am I eligible to talk about this?  Share your results and those of others who have used your product or service.  Smart marketers use testimonials all the time.  There’s a reason.

5)      Choice.  What is the choice they must make?  Make the argument that you can either keep doing what you are doing or you can do something different.  This is where you show your solution.

6)      Comparison Pricing.  This thing I have is worth this much but I’m only charging you this much.

7)      Concern.  The best time to handle an objection or a concern is before it comes up.  List out common objections and find ways to incorporate solutions into your message.

8)      Call to Action.  Ask for the sale.  Your customers are waiting for you to ask them to buy.  It’s astonishing how many sales calls end without asking for the order.  You must say “click that button to buy.”

When these pieces are put together in an online marketing plan – combined with a strong digital infrastructure (a search optimized website, social media presence, email marketing, etc) – the sky is the limit.

It takes strategically thinking through the process from beginning to end.  Doing this kind of work is what separates “starving artists” from those that are making a huge impact and making a great living along the way.

If you enjoyed this post you may like:  How Social Media Helps Business – Just Do It Right.

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About IanFitz

Ian Fitzpatrick is the founder of Radiant Tribes and host of the podcast, Radiant Sessions. When not helping organizations create the new economy he enjoys daily walks with his brown dog, Abby.

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