One Page Marketing Plan System – Allan Dib

Phase 1: The “Before” Phase

The first row containing the three steps is called the “Before” phase which means no one knows yet that your business exists. The goal of the first phase is to make people recognize your business.

Step 1: Select your target market.

• Research and identify the ideal and specific type of person whom your business can service. It cannot be everyone given that your business is presently small or medium-sized.
• Qualify people according to these questions:
  • Which group of people will be profitable to work with?
  • Will this group value what my business does?
  • Is this group fun to work with?
• Aside from factoring people based on their demographics, you may also utilize people’s psychographics to pinpoint your target market.
  • What are they thinking? What are they feeling?
  • What are they fearing?
  • What are they hoping for?
  • What results do they want to see?

Step 2: Craft your message.

• Now that you’ve got your target market specified from Step 1, it is time to craft your message that will appeal to them.
• Avoid creating a generic and broad appeal as this might make your market disregard your message.
• You message must be direct, simple, relatable, and has a clear call-to-action.
• Get into the psychology of your target market. Use empathy and try to understand the way they think and feel.
• It will be easier to craft an authentic message if you’ve been part of your target market. But if not, this is when research will play a big role.
  • Observe - Submerge yourself with your target audience by joining and interacting with them via online group, forum, in-person events, etc.
  • Conduct surveys - This is useful but not always accurate. Conducting surveys should be combined with observation.

Step 3: Reach your prospects with advertising media.

• This step is all about selecting the types of media to have your message delivered to your target audience. Imagine that this is the bridge that connects your message to the people you identified.
  • Online media such as Facebook, Google, etc.
  • Offline media such as direct mail, postal mail, etc.
  • Print advertising.
• This might be the most expensive part of the marketing process, but it will pay for itself if done correctly.
  • Suggestion: Get a media specialist to help you with to make the cost worth it.
• Diversify your choices. It is recommended that you choose four to five different media to reach to your target audience. Do not be single-sourced dependent just in case another media-specific event happens again such as the Google Slap.

Phase 2: The “During” Phase

The next phase includes the fourth to sixth steps and is called the “During” phase where your leads express their interest to your products/services but are yet to make a purchase. The goal of this phase is to have those interested people to buy your products.

Step 4: Capture your leads.

• One you’ve delivered your message to your target audience, leads will now come in.
• Note that not all of your prospects who reacted to your message are ready to buy your product/service instantly.
  • Keep them interested by showing them your relevant value in form of blog posts, newsletters, free reports, and video courses in exchange of their contact and sales information.
  • Classify your leads into funnels.
• Your goal in this step is not to close a deal with a prospect but to deliver value and establish your way to keep in touch with them.
• Keep track of how your prospects react to your media advertisements.

Step 5: Nurture your leads.

• During this phase, be a farmer and invest yourself in nurturing your leads.
• Position yourself as a trusted educator — someone who can be trusted, who has an authority over your field/industry.
  • The best way to show it is to provide help to your leads even before they become a paying client.
  • Produce relevant, helpful, and free content.
• The contents you deliver to your leads can be scheduled in a time-based manner or may also be event driven.
  • Time-based schedule means you may send them relevant, helpful, and free content daily, weekly, or even monthly.
  • Event driven means they get another content after accomplishing or satisfying a certain condition.

Step 6: Sales conversion.

• This step will come in naturally if the first five steps are done right.
• Consider these two factors:
  • Pricing - the quality of your service should be relative to your pricing.
  • Number of offerings - have different level of offers that are priced differently such as standard, premium, or even ultra-high-ticket offers. This will enable you to earn high even if you’ve closed a few sales and it will make your standard offer look fairly cheap.
• Avoid putting pressure onto your leads as they might withdraw from the deal.
• Avoid being a pest to your prospects when trying to close a deal but be in a “welcome guest” position.

Phase 3: The “After” Phase

The bottom row of the 3x3 box is called the “After” phase which the last three steps belong to. The goal of the last phase is to convert your buying customers into raving fans who buys more from you and recommends your business.

Step 7: Deliver a world-class customer experience.

• Marketing does not stop after a sale has been made as marketing is embedded in your deliverable.
• Search for ways on how you can turn one-time purchasing clients into recurring clients or even a raving fan of your product/service.
• Deliver not just what your clients need but also what they want in a consistent world-class experience.
• One way to provide a world-class customer experience is to build your systems as these are attractive to potential buyers and are also repeatable and reliable. The following keys are major points to start building your systems:
  • Roles - Identify all roles that exist in your business.
  • Tasks - Be sure to breakdown and identify all tasks each role performs.
  • Checklists - Write down a set of checklists on how each task is completed.

Step 8: Increase customer lifetime value.

• Make sure that your offers will continue to be fit for your paying clients down the track which will increase their lifetime value.
• These are the five major ways to increase your customer’s lifetime value:
  • Increase your prices - If you’re still hesitant to raise your prices, work around this by retaining your original pricing to your old clients and introducing the higher pricing to incoming and new customers.
  • Upsell - Search for non-competitive but complimentary ways to increase the value of your service/product.
  • Upgrade - Offer a new and improved package of your product/service to your existing customers.
  • Increase customer’s purchase frequency - Offer expiration dated coupons or subscription services.
  • Reactivate old customers - get in touch with your old customers and investigate why they stopped purchasing your product/service. Respond genuinely about the steps you’ve done to address their reasons for leaving your product/service.
• Focus on increasing the numbers of these three metrics to ensure business growth:
  • Number of leads.
  • Conversion rate.
  • Average transaction value.

Step 9: Orchestrate and stimulate referrals.

• This step is an active process. Do not be hesitant to ask for a referral from your customer.
• Arm your customers with something they can pass on as a referral.
  • Free trial codes
  • Discount coupons
• Other customers will also refer your product/business without your soliciting them given that they were impressed with your deliverables.

Supporting Notes

• This framework is a linear process but if a certain process has been nailed right off from the start, it can be allocated with less focus.
• If you’ve finished all these steps and phases, start the process over again this time focusing on the metrics and optimizing ways to improve them:
  • Keep track of your lead numbers.
  • Keep track of your churn rate.
  • Keep track of your retention rate.