Marketing Checklist: How to Create Your Brand’s Road Map

Marketing-Checklist-strategy

The benefits of planning can’t be overestimated

Creating a Marketing Road Map for your brand will become a long-term guide in planning your marketing startegy. This Marketing Checklist will help you get on the road to identify and prioritize your to-dos, budgeting and develop a consistent Brand Identity that people will grow to know and love.

√ Your Marketing Checklist

Following these 3 steps will help you define your product’s value, positioning, who you are selling to and ways to reach them. It can also be used to show investors why your company has potential.

Step 1
√ Define your Branding, Messaging, Marketing Strategy and Budget Priorities

√ Create a Brand Brief

Purpose: To define clearly who your company is, what you stand for and who will use your product.

Your Marketing Checklist can help you create your brand’s long-term guide. You can refer to it in all aspects of your marketing efforts. Whether you are a 2-person team or a 100 person team, establishing guidelines early is essential.

It creates clarity and consistency, and helps designers and content creators maintain your messaging and voice over time.

Team planning a marketing strategy

√ Define the following in detail:

  • Unique Selling Proposition (USP): Define what distinguishes your company in the market
  • The key benefits of using your product or service so that people know the value, and why they should buy it
  • Target Customer profiles. Research who would most benefit from using your product and how it solves a problem they have. This helps you pinpoint your marketing efforts to people who need what you are selling.
  • Tone of Voice: Establish how your target customers speak. Write in their tone and style and keep your voice consistent over multiple platforms
  • Pricing and positioning: Align these two strategies so that your brand position matches the cost of your product
  • Offers: Detail how your products will be sold. List any special deals or packages that will entice new and return customers
  • Marketing materials: Identify which will be the most effective and within your budget. Examples are websites, newsletters, blogs, videos, brochures, podcasts, eBooks, etc.
  • Promotion Strategy: Identify on which platforms you will reach your target customers most effectively. Examples are social media participation, live events, speaking engagements, trade shows, etc.
  • Online Marketing Strategy: Prioritize the most essential components. Budget for a Keyword Analysis, SEO Strategy, Adwords, and Social Media campaigns
  • Conversion Strategy: Document which conversion strategies will work best, such as sales scripts, online offers, and testimonials and how they can be used
  • Partnerships: Look at related, non-competitive businesses your company could team up with to cross-promote. A Data Center provider could team up with IT companies. A business consultant could team up with Financial Advisors.
  • Referral Strategy: Look at rewards for customers or strategic partners who can refer you to increase sales through these channels
  • Retention Strategy: Retaining a customer over time with newsletters, offers and customer loyalty programs increases revenue without the investment of getting a new customer each time.
  • Financial projections: Using all the information documented above, project revenue, expenses and profit to identify which ones will give you the best return on your investment. Prioritize for smaller budgets now and for larger budgets in the future.

Step 2
√ Building Your Marketing Assets

Objective:
To get the word out about your company across all digital platforms in a way that positions your company strategically in your market.

Purpose:
√ To create a recognizable, consistent face for your brand and build a solid foundation for your marketing plan

√ Establish the physical/digital spaces on which you will build your marketing campaigns in a consistent and strategic way

Your Assets include the creation of your…

  • Website: The foundation of your company’s marketing and home base for your brand.
  • Blog: The proven way to increase organic traffic, gain brand recognition, build trust and convert customers.
  • Social channels: Share the love on the right platforms and have fans spread the word for you.
  • Brand Guide: Important to maintain visual consistency and brand voice so that everyone on your marketing team has a consistent direction to follow. This increases trust and retention of your brand identity.
  • SEO Keyword Analysis and Site Optimization: Crucial to making the search engines find your website and blog posts.
  • Direct (appearances): Increases awareness and helps spread the word in real time. Generates excitement that also gives you material to write about and share.

√ Step 3
Promotion and Client Conversion

Marketing-Assets-graphicObjective:
To expand your brand awareness, customer base, increase reach, and nurture clients who can refer you to their friends.

√ Recommended:
Inbound Marketing, SEO, Social Media, PR

√ What you need to do or hire a marketing company to do:
Monthly content creation includes:

  • blog writing
  • newsletters
  • eBooks
  • infographics
  • product guides
  • videos

…and more. These offers appear on your website, social sites and blog posts and increase conversion.

This is the proven method to increase awareness, build trust, authority, and connection with people through the Internet. It also increases organic rank and visibility on search engines.

Typically, these services are delivered in a monthly package. Price varies with how aggressive you want to be.

It takes 3 months to a year to gain significant traction. Patience is key with Inbound Marketing.

Read our post on how Digital Marketing builds brand love

√ Conclusion:
Your company has a powerful concept, and has tremendous value to certain people. Your marketing helps you reach them, then let’s them know why it’s valuable and how they can actually buy your product or service.

Good planning will get you there. Skipping steps in your marketing plan will cost you more money in the long run when you have to go back and fix it. When you complete your Marketing Checklist, you’ll have a road map to get you to your destination.

Building a solid platform for your brand, then getting the word out in a consistent manner builds long-term recognition, trust, desire, respect and of course, love.

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