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Just one avoided mistake can save you tens of thousands of dollars or hours. With a small investment up front in a plan, you’re more likely to spot your error before it happens.
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Who would you choose to execute your marketing? Someone who did this exercise or someone who showed up on day 1 expecting to wing it?Ĭlose to 100% of the companies that come to me for advice have wasted a HUGE amount of time and/or money by choosing the wrong marketing partner, making the wrong hire, budgeting incorrectly or focusing on the wrong activities.
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This is all knowledge that a senior leader in a business HAS to have to remain credible and effective. I’m now familiar with the major players, and can talk confidently about what seems to work (or doesn’t), and exactly how And Chill is better than the alternatives.
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The real benefit of this exercise is knowledge - through the course of researching and planning And Chill’s marketing, I got to know the movie recommendation space intimately. But don’t expect this exercise to be easy - it took me about 40 hours to pull this all together and another 10 hours to write it all up! It should be even more in-depth if you have existing campaigns that need auditing. This is what you should expect your marketing lead to deliver, at varying levels of quality based on experience.
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This is a full marketing plan - we’re going deep on tracking and analytics setup, SEO, paid advertising, CRM, landing page optimization, virality and even branding. Everything below was pulled together from free tools and publicly available information. To make things interesting, I chose a real life startup, And Chill, to focus on.Īlthough I know the Founder, Jake, and I use the product (it’s awesome!), he had NO IDEA that I would be doing this and provided no special information.
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Worse, when you Google “ Marketing Plan” you end up with a list of theoretical, non-actionable templates that won’t get you anywhere.īecause showing is better than telling, I decided to put together my own style of actionable marketing plan that I can point people to as an example.
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Most people have no idea how to write a marketing plan. And as the founder of a marketing agency, I know all too well how badly things go without one. Too many times I get asked how to write a marketing plan. For the Ladder Marketing Plan, we’ll be open-sourcing our analytics so you can see exactly what we’re doing, how we’re doing it, and how it impacts our bottom line. Side note: The plan below was made with publicly available information and is therefore limited by the dataset on offer. Starting next week, we’ll begin releasing bits and pieces of the growth auditing process we’re running on Ladder’s current marketing process every week, culminating in the release of our full 2017 marketing plan in January.Īs a precursor to that, we’re updating and re-publishing this post (which originally appeared on Chatbots Magazine) to give you an idea of the marketing plan we’re releasing. In that vein, we’re open-sourcing our 2017 marketing plan for growing Ladder. At Ladder, we believe in transparency as a smart way of doing business.