Strategy Homework Prepare for Your Marketing Strategy Tell us more about your organization 1Business Info2Vision Value Model3Brand & Audience4Marketing Inventory5Processes6Marketing Skills Assessment7Numbers That Matter Name First Last BusinessEmail PhoneWebsite Tell Us About Your BusinessWhat Products/Services Do You Sell?Or let us know where we can find a listingWhat is your greatest challenge when it comes to your overall business?What is your greatest challenge when it comes to marketing?What is your greatest differentiator? VisionWhat is your vision for the business in 3-5 years?Consider the following: Why did you start this business? What are you excited about most in the next 3-5 years? What do you want your business to do for you? What energizes you about your business? What depletes you about your business? What do you want your business to do for you/your family/your future?ValuesWhat do value most about your business?Reflect on what truly matters to you when it comes to your business within each of the categories listed below. Tell us about each of the categories below in your own words related to your business: People: When you think about people (clients, vendors, employees etc) how important are they to your business? What do you value about people related to your business?Impact: Is making an impact important to you? How does making an impact play a part in your business? How do you want to make an impact in your community, your industry, philanthropy etc.?Processes: How do processes play a part in your business and what do you value about your processes?Profit: What do you value about your business when it comes to profit? How important is profit and revenue related to other aspects of your business?Drag the following values in order of what is most to least important to you in your businessWhat are you most proud of in your business?GoalsWhat are the top 3 goals you have for your business over the next 12 months?What goals does your vision inspire? What goal protects your vision? What goals are derived from what you value about your business? What goal focuses on profit and revenue? What goal focuses on processes?How do you measure success?How do you celebrate success?SWOT AnalysisWhat are your top strengths as a business?What are your top weaknesses as a business?What are the top opportunities for your business?What are your top outside threats related to your business? AudienceWho is your ideal client/customer?Tell us in detail who they are: Specific business or profession, How comfortable are they with technology, Demographics, Characteristics What keeps your ideal client up at night?What is your ideal client’s primary goal when they come to you?What is their biggest roadblock to success?How do you help them reach their goals or solve their problems?BrandTell us about your brandHow would you describe your brand as if it were a person, what are the top adjectives you would use?What problem do you solve for your ideal client?What, if any, causes, organizations, affiliations, etc. are important to your brand? Who are your top 3-5 referral sources (people, industries, professions, other)?Besides buying your services/products, what do you want prospects to doFor example: sign up for your newsletter, follow you on social media, book a call, attend a webinar, etcMarketing ContentWhat are you doing to create new content and how often?Do you have a newsletter? If so, tell us about what you send and how often. How do you grow your subscribers?How do you distribute marketing content, if at all?How do you prospect for new leads? How do you reach out to potential prospects and contacts?Do you have any email automation in place for leads or prospects? If so, what does that look like?What are you currently doing that helps to build your brand and your expertise and authority within your industry?For example podcasts, speaking, workshops, etcNetworkingHow do you currently utilize networking groups? What are the groups you’re involved with?Do you host or attend any events that lead to leads or new business?What collateral (digital or print) do you use for networking or events?What is the follow up process when you meet a new contact at an event?Anything else we should know related to networking or events?Paid AdvertisingDo you currently have any digital paid advertising or have you done any in the last 3 years? If so, please tell us more (Google, Facebook, other) What tools are you using in your marketing?For example: your CRM, email marketing tools, social scheduling, analytics, etc. Click the plus sign to add additional rows.ToolFunctionNotes Add RemoveSales ProcessWhat does your process look like for working new prospects? Do you send any type of follow-up items or follow a set process?What do you use to present your offerings to a prospective client (digital, print, other)?What is the process after you present your offer to a prospect? How do you follow-up? What do you send? How often?What is the process when a deal is lost? How do you stay in front of those ideal prospects?What does your process look like for asking your network for referrals?Do you send any kind of thank you to your network who refers a prospect to you?Do you have any type of specific follow-up process for referrals? How do you make sure no one falls through the cracks?Client OnboardingDo you have any type of process in place for how you onboard your clients? Is this process automated in any way?What does client onboarding look like? Graphic DesignAbility to create graphics for social media, presentations and collateralWho? Me Someone on my team Skill LevelNotesContent WritingBlog posts/articles, website content, social media posts and press releasesWho? Me Someone on my team Skill LevelNotesMarketing AdministrationUse systems and processes to organize and execute on marketing tasksWho? Me Someone on my team Skill LevelNotesBasic Video/Audio ProductionRecord and perform basic editing and production for webinar replays, podcast recordings, etc and managing YouTube or Vimeo playlistsWho? Me Someone on my team Skill LevelNotesEmail MarketingCreate, manage, and review performance of email newsletters and drip campaigns Who? Me Someone on my team Skill LevelNotesSEO & PPCManage organic search optimization and paid digital marketing accounts Who? Me Someone on my team Skill LevelNotesPerformance TrackingTrack performance, create dashboards and analyze data across marketing systems Who? Me Someone on my team Skill LevelNotesTechnical AdministrationManage website updates, build custom CRM workflows and properties, setup and manage Google Analytics Who? Me Someone on my team Skill LevelNotesChanging & AdaptingHow comfortable are you and your team with new processes, making changes in the business, and adapting your approach to a new strategy? Skill Level(Required)Notes Numbers That MatterWhat was your revenue last year?What is your projected revenue this year?What is your 2025 revenue goal?What is your estimated monthly or annual marketing budget?How many hours a month can your team dedicate to marketing?
