What to Include in a Marketing Plan
Creating a marketing plan is essential for driving the success of your business. However, not all marketing plans are created equal. By utilizing Donald J. Miller's StoryBrand Framework, you can ensure your marketing efforts are clear, compelling, and customer-focused. Here's a breakdown of what to include in a marketing plan using this powerful storytelling approach:
1. Clarify Your Brand Message
Before diving into strategies and tactics, start with a clear understanding of your brand's message. The StoryBrand Framework ensures your messaging resonates with your audience by positioning them as the hero and your brand as the guide. Include the following elements:
The Hero: Clearly define your target audience. Who are they, and what do they want?
The Problem: Identify the external, internal, and philosophical problems your audience faces. Address how these challenges affect their lives.
The Guide: Establish your brand as the trusted guide. Highlight your authority and empathy by showcasing expertise and understanding of their struggles.
The Plan: Outline a simple, actionable plan that leads your customers to success.
2. Set Clear Goals
Define measurable objectives for your marketing efforts. These goals should align with the transformation your customers will experience by engaging with your brand. For example:
Increase website conversions by 20% within six months.
Grow social media engagement by 15% in three months.
3. Develop Your Customer Journey
Craft a marketing strategy that mirrors the customer’s journey through the StoryBrand framework. Each stage should address their needs and guide them toward taking action.
Awareness Stage: Use content marketing, SEO, and paid ads to introduce your audience to the hero’s journey.
Consideration Stage: Provide resources like case studies, webinars, or blog posts that demonstrate how your plan solves their problem.
Decision Stage: Offer strong calls to action (e.g., "Schedule a Free Demo" or "Get Started Today") and address any hesitations.
4. Include a Strong Call to Action (CTA)
Every marketing plan needs a direct and transitional call to action. A direct CTA invites the customer to make a purchase or take immediate action, while a transitional CTA nurtures their trust, such as signing up for a newsletter or downloading a free resource.
5. Show the Stakes
Highlight what’s at stake for your customers. Make it clear what they risk by not taking action and what success looks like if they choose your solution. Include these in your marketing collateral to create urgency and motivate action.
6. Map Out Your Marketing Channels
Identify the platforms and methods you'll use to distribute your message and connect with your audience. This could include:
Social Media: Platforms like Instagram, LinkedIn, and Facebook to share your story.
Email Marketing: Personalized email campaigns that align with the hero’s journey.
Website: A clear, StoryBrand-compliant website that leads visitors through the framework’s narrative.
Advertising: Paid campaigns that emphasize your CTA and promise success.
7. Create a Content Calendar
Consistency is key. Develop a content calendar that aligns with your marketing goals and customer journey. Each piece of content should:
Address a specific problem.
Reinforce your role as the guide.
Lead to a direct or transitional CTA.
8. Measure and Adjust
Regularly track the performance of your marketing efforts. Use analytics tools to measure the success of your campaigns and identify areas for improvement. Adjust your strategies based on what resonates most with your audience.
Conclusion
By incorporating the StoryBrand Framework into your marketing plan, you’ll create a roadmap that not only promotes your brand but also serves your customers. A clear, customer-centric message that guides your audience through their journey will set you apart from competitors and drive long-term success.
