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Define your Marketing Strategy, build your Action Plan, improve your marketing, increase customers, increase profits

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As an entrepreneur, or business owner - have you ever wondered:

How will I get new customers this year?
How will I sell more to old/existing customers?
Am I underselling myself - and how do I know?
Where could I be doing better… and maybe my competition already are?
Have I nailed my marketing, and if not, how do I do that?

If so, this book is for you...

Buy it now, let's get going

What is this book about?

In this book we start to look at the principles behind marketing techniques. We look at the changes brought about by lockdowns, accelerated digitalisation, changes on on-line behaviour. We look at what is involved in the marketing process, we look at goals, and how we can start to define them.

We look at what is involved in breaking those goals into more achievable sub-goals. We look at coming up with the steps necessary to achieve those sub-goals. We look at measuring your progress towards those goals, and activities of adapting progress to do things better.

In essence, we look at developing a Marketing Strategy, and then at turning that into a Marketing Action Plan. Then we consider how to ensure that it is a good Plan, and how to improve it into a better Plan going forward. And so we can grow and thrive.

In this book you will get

6 principles behind marketing techniques

10 marketing techniques

15 components of a Marketing Plan

10 common mistakes

Steps to create a Marketing Strategy

Steps to turn that Marketing Strategy into a Marketing Action Plan

Steps to measure that process and then improve it – so, in time, we get to nail our marketing

... 65 pages

Why me?

My name is Dale. I have 35+ years in the corporate world, broad IT technical and management background, 15+ years experience in Information Security and governance at technical and management level in small and medium size companies, from programming, systems admin and database admin to PCI-DSS compliance and governance frameworks. At various points in my life I have earned from and worked as a soldier, a computer analyst programmer, database administrator, systems administrator, osteopath and naturopath, artisan soap maker (I’m proud of my soap), lorry driver, information security analyst, yoga and meditation teacher, jewellery designer, writer, proof reader, copywriter, digital marketer - specialising in conversational commerce (chatbots), copywriting... and strategy.

Throughout much of this lies the thread of strategy – of developing the strategy, of developing the steps necessary to achieve that strategy, of maintaining what you have achieved. You see it everywhere. You see it in database management, in PCI-DSS compliance and pretty much any project management or compliance framework. You see it in jobs and activities everywhere. It is a primary thread in most governance. You have to get strategy right. You cannot just thrash about.

What is Marketing about?

You cannot just do a bit of this, a bit of that, a poke here, a poke there – then hope for success.

You need a strategy, you need a plan, you need a systematic way of approaching something. You need to identify what it is you want to achieve, some goal, and what is involved, then come up with a way to achieve that goal. Then you do it. Then you figure how to do that better. This applies pretty much across the board to any job, any endeavour, any expertise. To jump in and thrash about is seldom a winning technique.

Yet, so often, we treat marketing like that. As an entrepreneur, we nurture our pet topic, build it, build a website, then sit back and think, “Hah, done now, I’ll be rich”. Maybe try a bit of this, maybe a bit of that, which someone suggested once. Or even worse, think about all of the wonderful features and assume that will automatically translate into customers and sales. It won’t. People won’t become customers if they don’t know about it, or what is in it for them, or if they don't trust you. Any successful business has to offer value, have customers, and make a profit. Also, you have to know your numbers for all of this. Fall short in any of these and your business won't thrive. This is what marketing is really about - get more customers and sell more. Never stop marketing.

How much have you invested in your own marketing?

Imagine, and this is my biggest wish, in six months, or in a year’s time, we look at your marketing, and you say to yourself, “Yep, maybe I haven't got my marketing completely nailed yet, but it’s pretty darn good. And my business is doing pretty darn good too… We did good.”

Take a peek inside...

See what others say about this

"It is a comprehensive but easy to understand guide on how to (and why to) put a carefully thought out marketing plan in place. It's how to get your business off the ground and keep it growing. Every business owner, both new and established will gain insights and skills they didn't know they needed, and when they put those new skills into practice will see a marked improvement in business growth. I wish I’d had this book sooner!"

Sandi Benham - Business Owner

“If you are a small business owner looking to navigate around the myriad of online marketing strategies, Dale’s books gives a concise and insightful overview with actionable techniques. Dale’s down-to-earth approach and practical experience also makes this book a must read for some who wants to equip them with knowledge of the latest trends in online marketing.”

Ying Van de Walle - Business Owner and Researcher

“As a Digital Marketing professional myself, I found myself completely agreeing with Dale’s approach to the importance of strategy in his highly readable book, ‘Anatomy of a Marketing Action Plan’. At this present time in the Digital Age, it is easy to feel like we are drowning in a sea of information overload. I thoroughly recommend not just a quick read, but an in-depth study and a following of his advice in order to succeed with your own strategy.”

Tony Haslam - Digital Marketer

Buy it now - let's get going