Conversations for Action
a growth framework for Fernando Flores by Clevertech
THE LIVING REFERENCE GUIDE TO GROWING YOUR BRAND.
DIRECTIONS: SYSTEMIZE, OPTIMIZE, & REVISE.
Table of Contents
1. FOCUS Primary Aim Execution Plan 2. MARKET Target Audience Market Positioning Competitive Analysis Alliances S.W.O.T. Analysis 3. BRAND Unique Selling Propositions Brand Personality 4. INITIATIVES Marketing Growth Product Growth Business Development Growth | 5. PROCESSES Content Marketing Social Media Analytics / Optimization Public Relations Email Marketing Advertising Experiential Marketing Business Development 6. TOOLS Content / Social Media Analytics / Optimization Public Relations Email Marketing Advertising |
FOCUS
This section helps us focus on your goals, and gets us executing on a plan to achieve them. It is the first section listed for quick reference.
“The game has its ups and downs, but you can never lose focus of your individual goals and you can't let yourself be beat because of lack of effort.”
Michael Jordan
Primary Aim (What is your core growth goal and timeframe to achieve it?)
Execution Plan (What can you do consistently to achieve your primary aim?)
DAILY: Every day we must…
WEEKLY: Every week we must…
MONTHLY: Every month we must...
MARKET
If we are executing on anything, without the team understanding the market, the opportunity, and how the team is going to attack it, then we could be missing the mark with our efforts. This section helps us make sure all efforts speak to your audience, rather than speak at your audience, as well as consider market opportunities and obstacles.
“In marketing you must choose between boredom, shouting, and seduction. Which do you want?”
Roy H. Williams
Target Audience (Who should you be talking to?)
Market Positioning (How should you be talking with them?)
Competitive Analysis (Who offers a similar solution to your target audience?)
Alliances (Who offers complimentary solutions to your target audience?)
S.W.O.T. Analysis (List your Strengths, Weaknesses, Opportunities, and Threats.)
BRAND
Branding exists and remains extremely important for new ventures because it helps you differentiate from competitors. This section will help us define the brand, control the perception that the target audience has of you, and leave a lasting impression that puts you top of mind when they have a need for your solution.
“The keys to brand success are self-definition, transparency, authenticity and accountability.”
Simon Mainwaring
Unique Selling Propositions (What differentiates you from your competitors?)
Brand Personality (What does your brand look, feel, sound, and act like?)
INITIATIVES
It is easy to get caught up in “urgent” items of the day, but it is often more important to focus on what would be most “impactful”. By systemizing tasks that will help us consistently drive growth, we will open up time to work on impactful initiatives. This section is the backlog of ideas and opportunities for driving growth within the marketing, product, and business dev efforts.
“You will either step forward into growth or you will step back into safety.”
Abraham Maslow
Marketing Growth (Marketing opportunities that could drive growth…)
Product Growth (Product opportunities that could drive growth…)
Business Development Growth (Biz dev opportunities that could drive growth…)
PROCESSES
Most of what we will do in business has already been done before many times, by people that have already spent the necessary time and money on optimization. It’s imperative that we their practices as a starting point, but always think about how we can you do things better...faster, more efficiently, and with greater impact. Keep a record of your best practices and operating procedures in this section and continually look for ways to improve upon them.
“When it is obvious that the goals cannot be reached, don’t adjust the goals, adjust the action steps.”
Confucius
Content Marketing: How to execute awesome content marketing.
Twitter: How to execute awesome Twitter management.
Facebook: How to execute awesome Facebook management.
LinkedIn: How to execute awesome LinkedIn management.
Pinterest: How to execute awesome Pinterest management.
Google+: How to execute awesome Google+ management.
Slideshare: How to execute awesome Slideshare management.
Analytics / Optimization: How to setup and optimize on awesome metrics.
Public Relations: How to execute awesome public relations.
Email Marketing: How to execute awesome email marketing.
Advertising: How to plan and manage high performing paid marketing.
Experiential Marketing: How to connect with consumers in the real world.
Business Development: How to execute awesome business development.
TOOLS
There is a tool today for nearly any task. If a tool looks as though it can save us time or expand your reach, take it for a test run and determine if it truly does save us time and if the reach it gives us is cost-effective. The right mix can give a huge competitive advantage. In this section, we will detail the tools in your “growth marketing stack”, how they work together, and how best to use them to obtain the most value.
“I have a thing for tools.”
Tim Allen
Mentoring / Coaching: The tools to use for mentoring and coaching.
Commerce: The tools to use for onsite, virtual and electronic commerce.
Media / Production: The tools to use for media and book production
Content Creation & Distribution: The tools to use for content creation & distribution.
Social Media: The tools to use for content and social marketing.
Analytics / Optimization: The tools to use for analytics & optimization.
Public Relations: The tools to use for public relations.
Email Marketing: The tools to use for email marketing.
Advertising: The paid marketing channels worth testing.
Membership: The paid membership platform for content.
Curriculum and Courses: The online learning platform for courses & CoA curriculum.