Marketing can often feel like a daunting task. There are so many tactics and strategies to choose from, it can be overwhelming to know where to start. However, the key to creating an effective marketing plan is to work backward from the transaction.
Yes, you read that right.
Instead of starting with tactics like social media, paid ads, or lead magnets, you should start with the end goal in mind. Here’s a breakdown of how to do it:
- What are you selling?
- How do people pay for it?
- What happens before that?
- What happens before that?
- What happens before that?
By answering these questions, you can work backward to create a marketing plan that is focused on your end goal. Think of it like an onion, with the transaction at the center and each layer representing a different part of your marketing plan.
The key is to start at the center and work outward. As you move further from the transaction, the rings get thinner and bigger, meaning there are more ways to reach people, but the impact isn’t as deep.
So how do you action this?
Use this process to build your marketing strategy from the core out, and when you’re looking for parts of your strategy to optimize. Ask yourself what level of ring you’re addressing when you want to try a new marketing tactic.
Remember, every business is different, so there are nuances to this framework. Use it when it makes sense for you, and make exceptions when it doesn’t.
With this approach, you’ll be on the right track to creating a marketing plan that works for you and your clients.