As I speak with people from around the world -- those who have read my book The New Rules of Marketing and PR (published in 26 languages from Bulgarian to Vietnamese) or who have seem my dozens of talks a year -- many tell me that they struggle with how to get started.
Most of the implementation challenges people describe involve the shift from marketing products and services to the much more effective approach of focusing on a buyer personas and creating information that helps solve problems for buyers.
A secondary challenge is to get marketers away from a reliance on offline marketing techniques and started with online initiatives.
I have distilled my solution to these challenges -- drawing from The New Rules of Marketing and PR -- to create a simple, two-page Marketing Strategy Planning Template.
Feel free to blog it, tweet it, post it on your site or print copies. I’ve put a Creative Commons license on it encouraging you to share.
I created this as a way to get marketers goals oriented to reaching buyers directly. I want everyone to shift out of the comfort zone of preaching about products and services and advertising features and benefits.
For example, if someone says: "I want to start a blog" I would point them first to the template and have them start planning there.
Who are you trying to reach with the blog?
Is a blog the best tool?
What problems can you help solve?
What value do you bring?
What search terms are people entering to find you (will help you name the blog and title posts)
What sort of person are you and what is the company personality (for design).
What do you want people to do? (Buy, donate, subscribe, etc.)
I want to thank my friends Toby Jenkins and Adam Franklin for creating this with me. Toby and Adam run Bluewire Media, a Brisbane web strategy firm. They had been working on a similar strategy template and shared their draft with me. Our ideas were so similar that we collaborated to create this. Thanks guys. Now, when are you going to have me come to Australia so we can surf together?