The Marketing Plan in your Business Model

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Welcome. This is Jane Gardner and welcome to the business of our home business, where we’re talking about the HomeBizStartup TV, where we’re going to be talking about how to start, run and grow home business. And today we’re going to be talking about subjects that are of interest to anyone who wants to run a business, so I’m Jane Gardner, and let’s get started. I’ll be telling you about this show right about now. Welcome. Hi, I’m Jane Gardner, and this is Solopreneur Success Strategies, and today it is Strategy Sunday where we talk about strategy and your business plan and your goals and your vision for your business.

So today we will be talking about your marketing plan and how you can add it to your business plan. But right now, I should probably tell you who I am.

And here I am. I’m Jane Gardner. At my website is Jane -Gardner dot com. And I work with my husband in our structural engineering firm for the last 20 years in western Canada and still working there as well. I’m out here on the Internet for the last three years seeing who I can help with their business. So let’s get started on talking about strategy Sunday. So Strategy Sunday, it’s all about the visions for you and your business, your goals, your one year, three year, five year goals, we looked at that before and we’ve been looking at you and your business plan for the last four weeks as well.

We’ll be looking at the business trends and how they’ll affect what your strategy for your business should be in the coming years. Some major changes, some minor changes, but there’s always changes in on the Internet. So you always have to be able to adapt. So let’s go and. I talked about as well, we talked about the diverse business model. Where you put several layers of revenue income sources coming into your business so that you’re not only dependent on one product or service so you can have different values for your product, you could either have this similar business model to this one where you have free option at the bottom and then you have a two hundred ninety seven dollar product or a ninety seven dollars product and then a four point ninety seven dollars product and then nine ninety seven dollars product.

And at the end you could have a ten thousand dollar product or service that you could do for the year so that you’re having multiple forms of income and revenue obviously coming into your business. So you’re not always dependent on one type of revenue. So we talked about that and you can go and have a look at some of these previous discussions at on youTube on my YouTube channel. I have Solopreneur success strategies and they have the various shows.

I have mindset Monday on Monday, Tuesday to get your message out Tuesday about brand and your messaging. Wednesday is about your customer. Thursday is about skills and knowledge you need as a solopreneur. Friday is about the free software and tools you can use in your business, and Saturday is about the systems you can put in your business to free up your time. So we also discussed what kind of business model you might envision if you were online to match your goals for your lifestyle business.

Before you can decide on your business model, you have to decide on what you want your lifestyle business to be in terms of your goals and visions for the business. The business model should work with your lifestyle. You don’t make your lifestyle fit the business model because obviously if you try and do that, it doesn’t fit and it all falls apart. So we are always talking about when we talk about a business, a lifestyle business. So you have to decide how much time and how much.

Money and et cetera, that you want to put into your business in terms of what kind of business that you can have. So then we talk , started to talk about what is a business plan and why do you need one? It doesn’t have to be complicated. You can map out your goals and your action plan and your financials for the year, and you just don’t use it for funding or get your business organized. You can just use it every year and adapt it and change it at the beginning of the year.

Depending on what you see you’re doing. That’s wrong. You can change and go in a different direction. And in a business plan, you have the business model description, which we already discussed, your unique value proposition, your business goals. We’ll be talking about marketing plan today. And then you have the action plan and your financial forecast and budget. And if you can put that together as a document, that will make it easier for you to get funding or just to help you steer you in your direction on your business.

I have a offer to help you work on your business plan at, where we look at what is a business plan and how to pick your model of your business and determine the obstacles you face and how to implement your business plan as well. Of course, putting in your marketing plan and your unique selling proposition.

So let’s have a look at our business model, sales and marketing plan.

So when we’re looking at our business so we know what type of lifestyle business we want to have, we also have to know about who our customers are. And so we’ve done some research and we didn’t discuss that because that’s on another section. And but you just have to work with looking at what your end result is that you want with your marketing plan. And of course, you don’t try to do everything. So there’s a well known marketer whose favorite quote is “Hope is not a marketing plan.”

You can’t just pick a marketing strategy and hope that it’ll work. Instead, you need to put together a detailed marketing plan at which you lay out your arsenal of strategies for meeting your business goal. This isn’t a comprehensive list of daily tasks. It’s a high alert level breakdown of each tactic. Do you want to use in the process you put in place to implement? So so what you do is you start with your business model and of course, you’ve been outlining your business model and how it’s going to work.

You’ve already looked at your target market. You’ve looked at where your customers are coming from and you already know what they buy and what they are interested in buying. So you have to go and then look at everything of that and then describe the key features of your product and where your customers are coming from, whether they’re coming from organic search, paid search, offline sources, affiliates or referrals. And you should also know what your prospects buying triggers are.

When do they make a purchase decision? For example, it could be from a product review, a personal recommendation from an expert they trust through surfing content sites, through email suggestions, et cetera. So you sort of have to know roughly what they are interested in order for you to market because you want to make your marketing efficient. So looking at your business plan, what is the most popular marketing tactics used by your competitors and how do they convert from prospects to customers?

For example, do they use sales pages that lead to freebies that put prospects into an email series? Do they have regular webinars? Do they have straight SEO and traffic generation? Do they have joint ventures and affiliates that help sell the business? Do they have referrals? Do they use paid traffic or are they using social media to get their prospects to come and buy their product? So you have to know your business model on a fairly detailed way in order to figure this out.

So you need to have done your research on your target market.

But whether or not you have all this information, you should always just focus on one strategy to start test it out and then see if it’s working and then add more strategies or if it’s not working, then go on to a different strategy and try that one as well. Always be testing your different marketing plans and strategies. So you just pick the easiest one to begin with marketing and get moving. You just use an easy tactic you can use. It doesn’t require a lot of thought and planning.

For example, you could create an autoresponder series that starts every time a person signs up for that list. It’s a passive form of marketing that requires almost no attention and it can start planning out more campaigns. So in order to do your marketing plan, you have to start looking at the steps involved and what are their activities you need to complete in order to implement and maintain each strategy. So what you need to do is put these steps into a priority order and process you can follow.

So which steps are dependent on others? Which ones need to be completed? First, you can even use a mind map to lay out a vision of the PRocess, which makes it easier to move things forward. But basically you have to start at the end. What is your outcome that you want and then work backwards to see what are the steps you need in order to get your prospect to a customer, whether it’s a sales process or the marketing process which gets them into the sales process.

So you have to make sure you establish metrics for measuring each strategy success and set deadlines for achieving it. Step in your marketing plan. And so it’s dependent on a specific timeframe. So put deadlines on your calendar and set these dates in stone so your marketing plan dictates what actual tasks do you need to do from day to day. So if you need to set your emails up in daily intervals, then you’ll need to put the outlining writing of these emails down on your to do list every day.

Just don’t expect that everything’s going to work exactly as you planned and certainly don’t expect everything to get done as quickly as you expect. So just focus on one strategy at a time and set some deadlines and implement it and then test it and see if it works.

So this is a very general overview of looking at your marketing sales plan, but to be honest, I think if you think about your marketing plan and what the result is that you want the outcome, you start at the and work backwards, that will really help you to put together your sales and marketing plan in terms of how you want people to go through your business and buy your product or service. So if we put that down into your business plan as well as the other things that you’re having put in there, then you can go on and you can work on the action plan.

But for today, that was the marketing plan, hopefully gave you some ideas on what you should do for your marketing plan. And this is, of course, Strategy Sunday. And that was me. And here I am again. So hopefully that gave you a rough idea of how you can do a marketing plan. Obviously you need to start at the outcome, see what you want it to be, and then you work backwards from there. But of course, you also have to know what your research tells you about your target market and your business model and your what your customers are buying and what your competitors or strategies are that are successful and how you can compete with that and differentiate from that.

So they now you can add that into your action plan, so next week we’ll be looking at your action plan and how we could put this all together to make your business plan for the year. And, of course, after that, its financial forecast and budget. But today, we looked at your marketing plan. So this is Jane Gardner. And if you want to look at some of the previous episodes for Strategy Sunday, please go to my YouTube channel at and subscribe.



Your Marketing Plan within your Business Plan – what is it all about , who , what ,when and where will you be marketing with your business to be successful [Previously Recorded]

Different Customer Buying Styles on Solopreneur Success Strategies

Different Customer Buying Styles on Solopreneur Success Strategies

Different Customer Buying Styles on Solopreneur Success Strategies
On today's show, I look at some characteristics of different Customer Buying Styles and how your Sales Style may clash with your Customer's Buying Style. You can improve the buying experience for both the Customer and you if you know the different Buying Styles. What type of Customer responds badly to salespeople who rush them and don't give this customer enough time to absorb the information. See the video to find out.
You and Your Sales Style is the training you need to succeed with all type of customers at


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Who are your customers?

What do they really want as solutions for their problems (or what do they really desire)?

How your business can provide those solutions with beta offers.

How to have customers that buy from you again and again? 

Check out this E-Tribe 20 minute Training now and get 5 more videos on building a passion business.  

Learn How Your Personality can affect your Sales!

5 Signs You Are Failing As A Sales Consultant

Welcome to five signs you are failing as a salesperson is Jane Gardner and welcome. We’re going to be talking about some things that you may be doing that you don’t know about that are showing up as signs that you’re failing other than reduced revenue for yourself.

So let’s go ahead and talk.

What  if you find yourself begging for the sale rather than making it a win win for your client and you.

Your client has too many objections to buying then you can overcome.

You keep destroying your credibility with potential prospects by your behavior and you’re not sure what the behavior is that is causing this problem.

Or you’re losing more clients then you keep and you wonder what’s the problem.

Some people are a mystery to you so you don’t even try to contact them as a potential clients.

Well I’m Jane Gardner and I wanted to talk to you about you.

You may be the person who is turning them off

Or you may not understand who they are!

In 2014, I went and had a life affirming moment when I went to a Consulting Resource  Group workshop  on your personality development and I did assessments there.  I got a training as an Associate to recognize and adapt to other people’s personality.  In CRG, we like to  call it Personal Style as well as recognizing we all have different  Buying and Selling styles.

So,  for example:

You repeatedly ask for   for the sale and you can’t seem to get your client to buy.

Then maybe you should find out what your client really wants and whether you  actually having the solution!

If you’re busy trying to sell something to your prospect and they don’t seem to be interested.

Do they really want what you have or are you just using them and figuring out their prospects so they’re on my list so I’m going to try and sell to them?

Well,  if you’re in a conversation with a potential prospect and you knew their buying style,  you could adapt your selling style to have more success with that person.

Your client has too many objections to buying then you can overcome.

If you know what type of buying style the client has then you can adapt how you sell for a better relationship.

Maybe you’re just not giving them the information that they want or the style of selling that they like.

For example,  I like to go in as a buyer and do some research on what I’m buying  taking my Consumer Reports when I go into a store knowing exactly which one I want.

Of course usually it’s not there!  So,  the salesperson has to tell me what the benefits of their model is to that I were looking for because my model wasn’t there.

If you are thinking that people all buy the same then you are mistaken and you have to change that idea because there are at least twenty two (22)  selling styles as well as 22 buying styles in terms of your personality and your Personal Style and your Buying and Selling style so you have to be aware of these kind of things.

If you keep destroying your credibility with potential prospects and  they don’t believe you after a couple of calls.  Then you have to ask yourself  “How  important is your credibility?”

Remember that you have to be consistent in what you’re saying and what you’re doing and how you’re behaving and sometimes your buying or selling style may turn off people.

People have different ways of buying and selling.

If you’re losing more clients than you keep in a relationship once you get them then you have to ask yourself “What have you done wrong?”

You have to understand who your customers really are and what they really want from you.

You have to understand that there are different personalities and Personal Styles out there.  Maybe one person wants to be stroked and complimented on being such a wonderful customer whereas another customer  may want to just to know what’s going on.

So you have to be aware of the different customer buying styles so you know how to keep them all happy.

Some people are a mystery to you so you avoid them as potential clients.

For example,  I don’t like loud salespeople and I know why but you may not know that I don’t like loud salespersons.

If you approach me and you yell at me and say I’m wonderful. I’m most likely to be frightened by that as well. I don’t particularly like to be hard sold.

So you have to be aware that there are different styles of people out there and personalities.   Somebody might be frightened off by who you are. But what you have to do is realize that even though some people may be a mystery to you and they may not be people that you want as a client,  it is a myth that you should only work with clients that you like because you can.

Knowing your person’s personal style and their personality. You can find out how to work with anyone.  It is true!

That you can work with anyone.

I promise.

So, if you’re wondering why I’m talking about all this is just one idea on why you might be failing as a sales person and how you can improve your relationship with customers. And I have developed an offer for you that is based on looking at:

  • what your personality is
  • what your selling style is

because there are all these 22 different selling styles

so if you know what your selling style is and the person that you meet, you know their buying style then  by various techniques of trainings that I would go through then you will be more successful as a sales person.

You can be able to build a deeper relationship with your customer.

So the secret is who you are affects how you sell.

As well as who you are affects how you buy.

The secret is that your potential clients personality also affects how they buy and your personality affects how you sell.

So, you need to be able to adapt to how they buy.

Everybody makes choices in their life and they make buying decisions differently.

Knowing how a person buys is a secret to selling to more prospects.

As well,  knowing what is your selling style and how it may or may not be turning off a prospect will help you to make more sales.


Couple Making a Purchase

Customer Focused Sales Page on Solopreneur Success Strategies



Customer Focused Sales Page
In the world of today’s marketing, there’s little room
for bright red fonts and tricky language.
Not only is it possible to write effective sales copy
without twisting the truth,
it’s essential to do so.
Customers today have been marketed to for years,
and they’re wise enough to recognize hype.

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