Road Map: 10 Steps for Automating Marketing Success

Road Map is a book that outlines a 10 step process for all but guaranteeing automated marketing success.

Step 1: Know Where You Are will walk you through the process to understand how well your current marketing program is working. Before you set out on a road trip, build a building, or develop any strategy for success, you need to understand where you are currently — specifically, what you do really well and what your success looks like.

Step 2: Set Your Goals will show you how to figure out what goals you want to achieve and the method for ensuring those goals are attainable. As in any road trip, there is an end destination. Once you’ve set up your goals, the next step is to get your hands dirty and truly develop your business around your plan and your goals.

Step 3: Set Your Sales Funnel will help you solidify your sales funnel and become crystal clear on what it is you do at different service prices and service levels. It will also clear up how a customer will move from being aware of you but not making any purchases to becoming a die-hard customer who talks about you to other people.

Step 4: Draft Your Plan will show you how to start developing a plan and creating the basic structure of your core campaign. You’ll see how goal setting influences your marketing plan, and what steps you need to take to start automating your success.

Step 5: Create Your Offers talks specifically about your offers. You’ll develop a lead magnet and tripwire offer, and learn how these two elements are the key to building your sales and database of clients.

Step 6: Automate Your Success deals exclusively with automating “ascension” — using digital tools to automate the progression from a client first hearing about you all the way through becoming one of your best customers. This chapter is the most important, but can only be used after you have read through and completed the previous ones.

Step 7: Develop A Reporting Program shows you how to develop a reporting program that clearly identifies the areas that need attention from your marketing team. You will also learn how we look at the goals and success metrics from earlier chapters, and then develop a way to report how well you are progressing toward those goals.

Step 8: Develop an Editorial Calendar will teach you how to develop an editorial calendar for your digital marketing plan that will give you themes and context for speaking with your customers each month. Having an editorial calendar will help you determine the themes of your sales and the themes of the communications you will have with your clients. Too often, business owners and entrepreneurs don’t fully develop an editorial calendar. You’ll see it when they stop emailing their customers, the reason being that they simply don’t know what to say. By having a plan, you’ll have a monthly, weekly, or potentially even daily thing to talk to your customers about, allowing you to continue to serve them.

Step 9: Plan For Traffic shows you not only how to find new sources of customers, but how to craft messages proven to intrigue people into learning more about your service or product.

Step 10: Take It To The Next Level tells you about an opportunity to take your efforts to the next level.

At the end of the day, this book is designed to provide a step-by-step path for people looking to develop a marketing plan that will automate their success. My goal is that every person who reads this book comes away with an understanding of how to develop and implement a plan that all but ensures that their business will not become part of the 80% of businesses that fail within their first five years. It is a distillation of hundreds of client experiences and close to 20 years in the digital marketing space, and it is my effort to help everyone courageous enough to run or market their own company.