Strategic Planning and the World of Digital Marketing

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strategic planningTwenty years ago if you wanted to start a business you had to develop a business plan.

A classic plan was:

  • Identify a market or client need.
  • Develop a product or service.
  • Create a process and procedure to replicate product or services.
  • Develop marketing plan and materials.
  • Emplement a sales channel to sell products or services.
  • With all this done you can then identify the next product or service.

It was not easy but it was a very predictable model. Today the steps would be different. Let go through the process and see what has changed.

A Modern Plan is:

  • Identify a market or client need.
  • Develop a product or service.
  • Outsource product manufacturing or convert services to software or app.
  • Develop a social media marketing plan or digital marketing plan.
  • Utilize companies like Amazon or Walmart to handle order taking, warehousing, and delivery of products. For services use App delivery or websites to deliver services.
  • With all this done you can then identify the next product or service.

So based on these changes would you rather spend a couple of thousand dollars developing and printing a brochure. A brochure you would have to mail to your potential client or populate the brochure through your sales channel. Or would you want to develop a video that can explain in detail your product or service and is connected to a fulfillment partner like Amazon?  Now on to the other reason the video is a better way to go.

If that video is on your YouTube Channel and you have maximized your SEO so that this video is on page one of both the YouTube search and Google search you are going to have 100s or 1,000s of viewers of that video on a daily basis. As you add more videos to your YouTube Channel the number of subscribers grows meaning that every month you have more potential clients. On the other hand, that brochure will most likely end up in the trash before the month is over.

If you are thinking about starting a business or revitalizing your current business please contact me so we can discuss how to develop a social media or digital marketing plan.

Thanks,

Fred Richardson – contact me

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