Epic Marketing

Marketing can’t fix a broken product. But it can become your competitive advantage. Consider energy drinks. There are 100+ products, and they don’t taste too different. Yet, Red Bull went from a bootstrapped startup to $12.8B ARR, capturing 43% of the market.

How?

Epic marketing: Their story shows how a genius marketing plan can make your product fly even in crowded markets. Today, I’ll show you how to create your annual Marketing Plan in 3 simple steps:

• Define Your Core Identity and Offering
• Develop Your Brand and Content Strategy
• Set Goals and Create an Action Plan

After reading this, you’ll finally feel clarity about your marketing. If you truly believe in your product, selling it is a moral obligation. I want to help you build a digital business that allows you to be free. And if coming across as sales by having a short ad at the beginning of this blog is what I need to do to get there, I’m okay with the trade-off.

Let’s understand by creating a simple and effective marketing plan to convert strangers to your product.

A Marketing Plan that can look something like this. Here’s my 3-step process so you can create yours:

Step 1: Define Your Core Identity and Offering

There are only 2 reasons why customers don’t buy from you:

1) They don’t trust you

2) They don’t want what you sell

In both cases, you’ve failed to communicate your value proposition clearly. That’s why I keep my Marketing Plans insanely simple. Simplicity cuts through noise.

So I always start by getting super crisp on three things:

Who we are, What we do, Why it matters

Short, sweet, and specific. To find yours, ask yourself:

1. What is our unique value proposition?
2. Who are we uniquely positioned to serve?
3. What problem do we solve better than anyone else?
4. How do we want to be known in the market? What terms do we want to own?

Then, write your “3 Truths Thesis”

People are more interested in why you do something than what you do. Your marketing plan needs to answer why the world needs you NOW.

Step 2: Develop Your Brand and Content Strategy

If your core identity is the script, your brand is the actor, and your content strategy is the performance.

You need to nail all three to leave a mark. 3 crazy branding questions to get your thinking going: If your brand was an actor, who would it be, and why? Imagine your brand is a guest at a dinner party. How would it introduce itself and engage in conversation with the other guests? If your brand was a coffee shop, how would the interior be designed? What music would play? I find these questions more helpful than just asking “what is our tone of voice?” because they already painted a picture in head.

If you feel stuck, create a mood board with brands that inspire you. Most people overcomplicate Content Strategy. In reality, you only need to know 2 things:

1) Who you’re writing for

2) How you can help them

All your content should connect those two. Do customer research. Find out:

1. What are their biggest problems?
2. What fears keep them awake at night?
3. What do they secretly desire more than anything else?
4. What do they dream about?
5. Write these down in your Marketing Plan.

Then, nail your 4 content categories. Those are the 4 things you talk about over and over again.

Mine are: Personal development, Business systems, Audience growth, Monetization

Step 3: Set Goals and Create an Action Plan accordingly

Your core identity is your vision. Your brand is your path. But your action plan is the vehicle that gets you there. First, let’s talk about how to drive strategic initiatives yourself. I use a simple process:

1) Set clear, measurable goals and KPIs for the next 90 days. For example:

Grow newsletter to 200,000 subscribers, increase web traffic 50%, Grow LinkedIn by 10% MoM over 3 months

2) Break each goal down into specific strategies, tactics, and deliverables. Assign owners and deadlines. For example:

Goal: Grow newsletter to 200,000 subscribers

Owner: Nidhi

Strategy: Launch a new Service

Do action item 1 by [date] [Nidhi]

Do action item 2 by [date] [Nikhil ]

Do action item 3 by [date] [Madhav]

3) Identify key initiatives and plan them out:

Campaign: 8 high-quality YouTube videos

Goal: Get another YouTube video to 500,000 views

Owner: Nidhi

And so on, and so on.

Also can share a Loom video walking over your own 90-day goals and how they relate to the marketing plan t yourself. You need to lead for your team to follow. Do what you want them to do, and show them you’re doing it.

4) Set up dashboards to track progress weekly. Course correct as needed.

Now, let’s address how to make your team accountable to the marketing plan. To keep our team aligned and accountable, one can create a Team Accountability Chart. It maps out every team member’s:

System Ownership, Role Name, Location, KPIs

The effortless way to implement your Marketing Plan. Don’t overthink it. The best marketing plans are insanely simple. The challenge lies in keeping them simple. You need systems to make executing your Marketing Plan effortless. Systems for:

1. Creating content ideas based on your plan
2. Writing content that appeals to your ideal customer
3. Building monetization funnels that make sales while you sleep
4. You can spend 2 years building these yourself or hiring an agency.

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Let’s win together,