SayPro Compare resource requirements with available resources for specific assignments.

All of the resources listed below can be found in the aforementioned Campaign-in-a-Box kit.Free Template: Determine your Marketing GoalsWhy You Need ThisBefore you start creating an inbound marketing campaign, you’ll need to decide why it’s necessary to run one. What are you trying to achieve? By when? And how? We call this “SMART” marketing because these kinds of goals are specific, measurable, attainable, realistic, and time bound — just like your inbound campaign should be.How to Use ItThis template will help you stay on task when creating goals for your campaign. It’s easy to set a “goal” and forget about it (New Year’s resolutions, anyone?), but this template will help you create concrete (SMART!) goals for your campaign.Also, it’ll show you how the inbound marketing campaign you’re running helps achieve your overall marketing goals for the year — think of it as a giant piece to your marketing puzzles.Worksheet: A Marketer’s Template for Creating Buyer PersonasWhy You Need ThisNow that you have SMART goals in mind for your campaign, you’ll need to think about the right audience for what you’re offering. The best place to start choosing your audience is from your buyer personas. Your campaign audience might consist of multiple buyer personas or one specific persona that fits the criteria.How to Use ItThe template will help you understand buyer personas and give you a foundation to start building your own. Bring any research or survey data that you already have on your prospects and customers to help fully flesh out your personas. Once you’ve built them, choosing personas for your campaign will be easy.Worksheet: Blog Editorial CalendarWhy You Need ThisOnce you’ve built your offer, there are several ways to promote it to your campaign audience and even new visitors. One effective way to do this is through blogging. Because your offer should be based on a topic that your audience cares about, there are likely multiple angles to blog about.How to Use ItThis worksheet will help you create an editorial calendar for your blog specifically for topics around your campaign. It’s a great at-a-glance view of how your blog will help promote your offer based on the topics you’ll be writing about. You can even use it to bring in other details about your campaign, like any relevant keywords, links, and your campaign personas.Worksheet: Social Media Scheduling TemplateWhy You Need ThisUsing the social media channels where your campaign audience hangs out is another great way to promote your offer and keep your campaign messaging coordinated with all of your other marketing efforts.You’ll be able to determine which channels to use from your buyer personas. And because your campaign audience is likely to visit more than one of your social media channels, it’s important to organize your social media so you’re not spamming your followers with the same message over and over again.How to Use ItThe scheduling template is a worksheet that allows you to plan for social updates on Twitter, Facebook, LinkedIn, and Google+. It even includes a content repository, so previous links and offers are easy to find.Also, the template provides recommendations for publishing frequency. But don’t forget: Even after you publish your social messages, you’ll still need to monitor engagement and reply regularly to your fans and followers.Worksheet: Google AdWords TemplateWhy You Need ThisIn the spirit of transparency, you might not need this worksheet to run an effective inbound marketing campaign … but, you might. How do you know? If you have marketing budget to spend, and you’re familiar with and use Google AdWords, it doesn’t hurt to support your campaign with pay-per-click ads.How to Use ItOnce you download the worksheet, you’ll be able to manage all ads you’re running through Google AdWords in one template. It helps you organize ads through every stage of the marketing funnel, and you can easily record all ad variations, keywords, and destination URLs right in the worksheet.Worksheet: Nurturing and Automation PlanningWhy You Need ThisYour campaign is now up and running. You’ve set goals, you’ve got a target campaign audience, your offer is built, and it’s out in the world via your marketing channels. But the campaign’s not over, because you still need to nurture your prospects based on how they’re interacting with your campaign. For example: Someone saw your offer, clicked on it, and downloaded it. What’s next for them?How to Use ItFirst of all, it’s good to familiarize yourself with what marketing automation is — and what it isn’t. Once you’ve got a good grasp on it, this nurturing and automation planning worksheet will help you segment the leads you’ve been generating through your campaign and nurture them based on the goals for each segment.Worksheet & Presentation Deck: Monthly Reporting TemplateWhy You Need ThisJust like goals set the foundation for your campaign, reporting on your campaign will help you understand which marketing channels are helping you achieve your goal — and which ones could use a little love.Reporting on your campaign should happen throughout, but a wrap-up of takeaways and lessons when your campaign is over is just as important.How to Use ItFirst, the excel template will help guide you through the metrics that contribute to the success of your goal. If Excel isn’t your thing, don’t worry — it’s filled with formulas and helpful tips to make sure you’re reporting correctly. There’s also a pre-made PowerPoint deck template so you can take the reporting you’ve already done and turn it into a nice presentation for your boss or clients. See, we think of everything.RESOURCES NEEDED: MONEY, TIME, EXPERTISE, ENERGYA common question from companies interested in creating marketing plans or communications is, “How much will this cost?”. A common question from designers, agencies, web firms, printers and other providers is, “Do you have a budget?”. The reasons are obvious… organizations want to maximize the return and minimize the cost. Providers want to know if the way the project is being described is “realistic”.So cost is important to everyone involved. However, money is only one of four resources that I include in conversations about new marketing projects. Here are the other resources that are critical to success of a marketing plan or project: Money, Time, Expertise, and Energy.Money – As outlined above, everyone is concerned about the costs involved. That is partially due to the reality that costs for communications tools are perceived as “all over the board”. A website can be free or cost $50,000. That can be difficult to navigate. It’s also due to the finite dollars budgeted for Marketing. No organization has unlimited funds for marketing and they always want to do everything they can to get their message out.Time – Often overlooked as a marketing resource is time. Time is sometimes used as an alternate to money. Meaning companies think of ways to use their own time to reduce cost of a project. That is fine… if a company can supply time to a project whether in planning, or producing, it does reduce cost. However, we often think we have more time than we do.Time is also critical in ongoing communications strategies like email newsletters, PR or social media. I’ve talked to many companies who started a campaign, but didn’t allow for the time to continue producing the posts, emails or whatever. As a colleague of mine likes to say, “they go dark”, not producing any new content. That’s a problem. Usually the media gets blamed, something like, “We tried social media, but didn’t get anything out of it.”The other two resources are related to the time available.Expertise – Associated with time is the expertise of people. Many organizations have talented people who are interested in helping with marketing. They want to be involved. That is great! One of the planning steps for a project in the Genius Marketing process is putting together a roster of people who are involved in marketing (they aren’t always from the Marketing Department – if there is one) who have the expertise (and time) to help build the plan, create the communications and manage the implementation.This expertise within a company is critical for building the processes that sustain a communications campaign. Getting multiple people involved, using their gifts and interests to help promote the company can save external dollars paid for marketing expertise. It also helps build the fourth critical resource.Energy – I sometimes call it “will”. It’s the capacity of an organization to get marketing done. It’s great to consider internally the time and expertise we can commit to marketing, however, if we don’t have the energy, it’s better to consider buying services. Getting people involved can build energy. However, other factors in a company reduce energy. For instance, if marketing tasks are added to already overwhelmed people’s work load… energy will be low. Or, if an office move, new structure or other major change is in the works, people won’t have the energy to focus on marketing. They may want to be involved, but the other initiatives will reduce their will (or energy) on the marketing efforts.So, it’s not just about the money. All of the four elements must be considered as part of the resources a company brings to a marketing initiative. That’s why Genius Marketing helps companies build a plan that merges both available internal and external resources. It can help reduce cost, but a thorough plan of how all these resources are included make the success rate of projects go up. A good plan and mapping of processes results in the right mix of internal and external resources resulting in a “budget” for more than just financial considerations.Resource Gap AnalysisA gap analysis is a broad-based business tool that helps organizations assess their target market, products, services or resources in light of their ideals and objectives. A resource gap analysis is particularly useful, as it helps business owners and managers examine how their current resource levels — including time, money and human resources — are helping it meet its goals.FeaturesEvery organization needs a solid mix of tools and resources to meet its objectives and to fulfill its sales and marketing strategies. These resources can help leverage its brand name and strategic capabilities. If the resources contribute to the perceived value of the company’s products or services, they are a competitive advantage. A gap analysis is the process of identifying which of the tools and resources are adding value and which are either neutral or perhaps even subtracting from its value.AdvantagesIdentifying which of the company’s tools and resources are hurting its image or perceived value gives the company a list of things to fix. A gap analysis can also help identify areas where more people or human resources are needed to help increase productivity. The company may find that its marketing department lacks the staffing it needs to effectively engage with potential customers, or it may determine that it needs additional on-the-ground salespeople to get the word out about its products.DisadvantagesA gap analysis has some drawbacks. The process is often time-consuming and intensive. And it doesn’t end with the first analysis. It must be an ongoing, regularly reviewed process, because the nature of the business and its resource needs are likely to evolve over time.Marketing Resource AssessmentMatching talent with mission Your marketing team has talent. They have skills. So where are the results? It could be a matter of having the right people in the wrong job or vice versa. Often we’ve found that what could be viewed as a skill deficiency is really a matter of a mis-prioritized workload, lack of mentoring or a misalignment of expectations. At The Bedford Group, we offer marketing resource assessment tools that can help develop a more focused and higher performing organization. Our assessments cover:· Goals and mission· Strengths, weaknesses and opportunities for improvement· Organizational design, processes and practices· Team skill-set analysis and roles· Compensation schemas and rangesHow to Assess the Marketing Strategy of CompaniesWhile you can measure strategy performance against targets, an assessment of your company’s marketing strategy goes further. In addition to evaluating performance, it looks at exactly how key internal and external influences impacted the performance variables. It examines how you measure company performance and how sustainable any performance increases are likely to be over the longer term. An effective marketing strategy assessment can have a significant impact on the bottom line.Use of ResourcesTo assess your company’s marketing strategy, perform a cost-benefit analysis of the use of company marketing resources and the resulting performance increases. In addition, look at alternate uses of resources as measured against potential benefits to make sure company resources are being used to best advantage.When assessing the marketing strategy, examine whether it is possible to achieve your goals while expending fewer resources or by using external resources. For example, a market survey may be performed more efficiently by a supplier specializing in such work instead of by company employees. This part of the assessment ensures that the company and the marketing strategy are using company resources in an optimal way.External EnvironmentUnderstanding the environment your company operates in is a key factor in the success of a marketing strategy. Assessing your strategy in terms of marketplace influences ensures it addresses market concerns, competition and the regulatory environment appropriately. Look at the actions of each competitor and verify that your marketing strategy responds to competitive threats.If there are political changes or new regulations that impact your company, your strategy must address them. If the composition of market segments changes or a market grows, your company’s marketing strategy should note that as well and plan how you can best take advantage of the situation.PerformanceWhen assessing marketing strategy performance, compare actual results in key indicators such as sales, profitability and customer acquisition to strategic goals. In addition to an overall comparison, examine the effects of specific external and internal factors and how they influenced performance. Isolate factors that are responsible for most of the performance improvement, such as repeat purchases or improved customer satisfaction, and focus future strategic initiatives on these factors. This allows you to streamline the marketing strategy, eliminating attention to marginal influences and making the operation more efficient.ActionsThe actions taken by employees under your marketing strategy yielded specific results. Your assessment isolates each action and each associated result to ask to what extent they contributed to the targeted performance improvement. Ideally, these actions should have measurable results addressing specific objectives. For example, your strategy may have called for increased promotion of a popular feature or adding customers from a new market segment. When your analysis shows that a particular action was responsible for a substantial increase in performance, you can include similar actions in future marketing strategies and make your strategic approach more effective.Please visit our website at www.saypro.online Email: info@saypro.online Email: info@saypro.online Call: + 27 11 071 1903 WhatsApp: + 27 84 313 7407. Comment below for any questions and feedback. For SayPro Courses, SayPro Jobs, SayPro Community Development, SayPro Products, SayPro Services, SayPro Consulting, and SayPro Advisory visit our website to www.saypro.online