The Marketing Planning Process


I was on the phone with a fellow entrepreneur yesterday (getting some help with signature speech stuff, actually) and the marketing planning process I use for various things came up.

As I shared with her a few of the steps I’ve taken to lay out the marketing planning process for the Marketing in the Morning™ program, she suggested that I start tracking my steps and use myself as a case study and share it with people.

So I thought I’d post a little bit about it here…

1. Brainstorm
The first step I took was to brainstorm all of the things that would need to take place, including as many different methods of marketing as I could figure out. I didn’t censor myself during that time – it’s like any good brain storming process… ALL ideas are good ideas. The time to determine if they will make sense for the particular situation comes after the initial idea generation.

2. Categorize
The next step in the marketing planning process, for me, was to separate the marketing processes into 2 categories – the ones I would use this time around and the ones I would save for the next round or another time.

3. Pre-Requisites
And the third step (and the final one I’ll share today, although there are many more, as I’m sure you can imagine), was to figure out the pieces that need to be in place before most of the marketing could start – like the sign-up page for the webinars, some keyword research, a big and healthy list of features and benefits, among other things.

All of these steps of the marketing planning process took place after thoroughly outlining the class, determining the dates everything would be delivered and several other key pieces that are essential before you can really dig into the marketing.

So, that should give you an idea of how I start out when putting things together. :- )

If you are interested in learning more, I’ll likely be sharing a few more steps in the process in the upcoming webinar, where I’ll also be sharing the single most important tip I have for you about marketing your business. Seriously, the most successful entrepreneur I know personally told me this tip changed everything for her and her business a few years ago when I shared it with her. You don’t want to miss it, so register here.


(P.S. If you’re really keen on digging into your marketing quick, I suggest you sign-up for early bird notification about the Marketing in the Morning™ program. I’m going to be doing something very special for the people on that list in just a few days. :- ) )


(Added 8/31/12 If you want to see the next steps in this process, visit this post: Marketing Planning Process – Next Steps)


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  1. […] A couple days ago I posted the first three steps of my marketing planning process here. […]

  2. […] week I dove into the marketing planning process (here’s part 1 of the marketing planning process, and here’s part […]

  3. Payson,

    Thanks for sharing this. I just got off the phone with my accountability partner and we were working through the same thing!

    She’s helping to push me into restructuring my business so I’m doing more coaching as apposed to hourly website work.

    What you’ve shared here are the exact steps I need to now take to refocus my business. Thanks so much! {hugs}

    ~ Jenn

  4. Payson says:

    Hey Jenn! Thanks for your comment. So glad the post matched what you are working on and supported your process. Sounds like you are making great (if sometimes challenging) decisions for your business. BRAVO! :- ) Hugs to you too! :- )