Business Part 5: Your Marketing Plan
How Will Your Customers Find You?
When it comes to your ideal customers it’s important that you are where they are, this way they can find you. Let’s say your service business is an on-sight service company, serving the Hampton Roads area of Virginia; but you don’t market in that area. How will they be able to find you online and offline?
Think again about your who and their “Whoville.” If you happen to be targeting Gen Z aka Generation Z, then you need to be on YouTube and SnapChat. So let’s list below the ways on how you can find your who and they find you.
- Referrals from “Circles of Influence” (Family, Friends, Colleagues)
- Target audiences in social media platforms
- Publish relevant content (Videos, Podcasts, Articles, eBooks, etc.)
- Join, engage and collaborate in social media groups (FB, LI, Twitter)
- Research target audience and cold call or direct mail your ideal customers (if you cold call prospect check the DO NOT CALL Directory first).
What results are you looking to gain from your marketing? Is it brand awareness; is it more likes and followings? Are you looking to develop brand ambassadors or acquiring customers? Think about why you are marketing. Here are some examples below.
- Increase website traffic
- Get more email subscribers
- Get more social media likes and followers
- The specific number of target leads in a given time period
- The specific number of targeted customers in a given period
- The specific number of direct mail pieces responding to promo code
- Etc.
Business Part 4: Your Content Plan
What Areas of Content Do You Need?
When it comes to developing your content plan, there are many areas you need to consider in developing. Here is a list below and then we will expand on each of these.
- Your Credentials
- Graphics & Media
- Business Forms
- Website Copy
- Online Content
Now that you know what are the primary areas to focus on when developing your content and business plan, let’s dive deeper into what each of these areas contains or could look like.
Your Credentials
I like to think about using the word craft as an acronym. Because we are to be a craftsman in our profession right? First, let’s look at the letter C for certifications. What certifications do you possess? As for the letter R, it stands for recognition. What industry recognizes your work or your credentials held in? The letter A is for abilities. Who can speak on your abilities and for the work and skill sets you are able to do? F is for fortitude. How long have you worked in your industry? And the last letter T is for the testimonials. Are you listed on a professional site like “LinkedIn”? This is a place that people can give your endorsements and reviews. And for you to place your resume on your profile.
Graphics & Media
Another important area to give serious thought is in the area of your graphics and media when developing your business and content plan.
I will give you a list of areas to take into consideration below.
- Logo
- Professional Photo of Yourself
- Relevant Photos (i.e. Your Establishment, Employees, Industry Photos, etc.)
- Video (i.e 1-3 minute About Us or Why Us)
- Portfolio/Gallery of Work or Projects completed
Business Forms
Think about what business forms you will need to develop in your business. Down below will be a list of the most frequently needed and used forms.
- Client Assessment or Intake Forms
- Proposal Templates
- Client Agreements
- Non-Disclosure Agreements
- Invoice Template
- Customer’s Marketing Permission/Release Form
- Testimonial Template
Having these forms develop and on hand will save you time and headaches.
Website Copy
Most freelancers and service professionals know it’s important to have a presence on the web. But what they don’t know necessarily is what they should have covered on their website; or what are the main areas to have on their website. So let’s cover what you should have below.
- Headline
- About Page
- Service Page
- Portfolio/Work Samples
- Testimonials
- Contact Us
Having these components above is the bare minimum you should have on your website. Over time if you would like to rank higher in the Google search engine, then you can add a blog. A blog is either daily, weekly, or monthly posts about your business, services, events, etc.
Online Content
When it comes to developing your online content, there are many areas you want to consider how you create and develop a systemized way of developing it. First let’s list areas that are important to consider and then how you could create a system of development. See the areas below.
- YouTube Videos
- Podcasts
- Articles
- Blog Posts
- PDF’s Reports & eBooks
- Online Courses
When you are developing your content, not only think about the topic but how that topic can be displayed in various ways and the order of building on the way it’s delivered.
Plus, think about if there is a way you can monetize your article that brings value to your audience. For example, if you are explaining how to do a service you provide as a DIY (Do It Yourself), then think about the tools or software needed to do the job. Use an affiliate link (have an affiliate disclosure on your website/page) to give you the ability to earn from your knowledge you are imparting.
As for creating a system of content, think about doing a live video on a social media platform like Facebook/LinkedIn. Then upload it into YouTube. Transcribe the video or write an article/blog post. Then at the bottom of the post have an offer for your “Freemium.” A Freemium is something that is of value that you give your viewer/reader an opportunity to learn more while capturing their contact info in a web form. Then in your Freemium (your PDF Report or eBook) offer an upsell to your Online Course and/or your services. This is an example of building a progression of content.
Business Part 3: Your Technology Plan
What Technology Will You Need?
Whether you are an online or on-sight freelance service provider, in today’s times you will need to use various forms of technology to stay in business.
You may get away with not using much technology in the beginning but for the long haul to stay in competition with your competitors, you will need to use technology. So let’s look at the various types of technology you could need for your business depending on what type of service professional your business will offer.
- Project Management (i.e. Asana, Trello, etc.)
- Time Tracking
- Invoice/Billing (i.e. QuickBooks)
- Web Platform & Host (i.e. Godaddy)
- Social Media Management (i.e. Hootsuite, HubSpot)
- Appointment Scheduler (i.e. Calendly)
- Communication (Mobile Carrier)
- Content Storage (Dropbox, Google Drive, iCloud, etc.)
- CRM (i.e. Infusionsoft, Constant Contact, Mail Chimp, etc.)
These are just the main ones listed to help you to think about what you may need in the area of technology. Again, this is not an exclusive list.
Business Part 2: Your Financial Plan
Think about what you want your monthly and annual revenues to be? If you want to earn a six-figure a year salary then you will need to take that number and divide it by twelve to know what you need to aim for. Here is an example, if I want to start out at $100,000/yr divided by 12 equals $8,333.33 month.
What Do I Need?
If you have been working as a W-2 Employee, what will you have to have in order to replace your current income? Be specific! If you have been earning a $50,000/year salary, then this is the bare minimum you will have to make to replace your current income as a freelance service provider.
What Is Your Budget?
You need to also consider your monthly expenses when it comes to planning on the amount you will need as a bare minimum. Don’t just consider your personal expenses but also consider any additional business expenses that you may inquire for being out on your own.
For example, if you are an online service provider, who aids your customers in video production and editing you may need a high-speed internet provider.
If you happen to be an on-sight freelance service provider like in the home services arena, you may need a heavy-duty pickup truck or van. Your personal car may have been fine to get you to your Employer’s business and using his/her company vehicles, but what about you now as a self-employed person just starting out?
Setting Your Budget
When it comes to setting your budget, think about the one time expenses and the recurring monthly expenses.
Business Part 1: Vision & Goals
What’s Your Big Why
The first important step when it comes to setting goals for the vision you have is knowing your Big Why. What is the motivation for you wanting to start your freelance or service business? What are the reasons for you wanting to invest the time, resources, and effort into building your freelance service business?
Your Vision
What does your ideal future look like? Think about the big picture of where you want to be one year from now. What does it not only look like, but sound like, smell like, feel like? Use as many senses as you can. Who is your ideal customer? If you’re great with numbers and like to do bookkeeping, will you be serving business owners? Or maybe you might consider being a tax accountant that could serve either personal or business. Knowing your who is important part of developing your big picture.
Your Strategic Goals
What are the necessary steps you need to take over the next twelve weeks to move you towards your vision? What are the steps over the next month, week and today? Examples to get you started is to consider giving your business a name and brand. Consider what type of identity you will assume. Will it be a sole proprietor, LLC- Partnership, Corporation, etc.? What about investigating the domain and social media names are available to complement your business name and brand. You can always start out as a sole proprietor and do business as an assumed name. And then later as you grow to become another identity like LLC or an Inc.
Business Planning 101
Many people don’t know where to begin when it comes to developing a business plan or what should be covered. Think of a business plan like a map to a destination on where you want to go. And then what you will need for your trip and the destination itself. This is not considered to be an all-inclusive list either. But let’s cover what the major components you should know below.
Part 1: Vision & Goal Setting
Part 2: Financial Plan
Part 3: Technology Plan
Part 4: Content Plan
Part 5: Marketing Plan
Part 6: Learning Plan
Part 7: Productivity Plan
Each of these seven areas will be broken down in greater depth for you to have a clearer understanding of what you should know. Plus, any recommended resources to help you maximize your planning for that particular category.