Marketing Toolkit 2021
Marketing Toolkit 2021
Marketing Toolkit 2021
TOOLKIT
& Planning Guide
MARKETING TOOLKIT 2021
02 DIFFERENTIATION
Adopting the ActionCOACH M i s s i o n , V i s i o n a n d C o r e V a l u e s
(14 Points of C u l t u r e ) is not enough t o d i f f e r e n t i a t e y o u r b u s i n e s s .
addresses.
BRAND STANDARDS
Brand standards will help everyone in your organization know how
or Junk Folder.
MARKETING TOOLKIT 2021
0 3 DIGITAL FOOTPRINT
Stay consistent and make sure the URL and Social Media handles
you select for your BUSINESS ENTITY follow the business naming
correspondence.
04 SYSTEMS
There are variety of marketing systems to put in place to ensure
Step 1: C h o o s e a C R M ( O n t r a p o r t , H u b S p o t e t c . . . )
Step 2: C h o o s e a M a s s M a i l e r s u c h a s M a i l C h i m p o r Constant
New Tool:
Calculate your Return on Ad Spend (ROAS)
https://www.adroll.com/return-on-ad-spend-calculator
AUDIENCES
Create audience personas to target the types of
execution plan.
Step 1: C r e a t e a u d i e n c e p e r s o n a s
Step 2: C r e a t e U n i q u e s t r a t e g y f o r e a c h p e r s o n a
Step 3: T e s t a n d m e a s u r e
Step 4: U t i l i z e d a t a t o a d j u s t c a m p a i g n s
Step 5: C h a n g e o n e o r t w o e l e m e n t s a t a t i m e
Rate/Bounce Rate
FREE or Trial offers to get familiar with the tool and help you
evaluate which plan or level is best for your business. Most are
06 OBJECTIVES
Marketing has to be focused on moving a "suspect or
brand awareness; 2. to
leadership; 4. to increase
Marketing objectives are a brand’s defined goals. They
customer value; and 5. to
empower your customers outline the intentions of the marketing strategy, and
ambassadors.
07 CONTENT TYPES
Content types are the different touchpoints with which prospects,
Memes GIFs
THE FUNNEL
The Marketing Funnel allows you to utilize different content at
Awareness Prospects
Evaluation
Leads
Conversion
Customers
MARKETING TOOLKIT 2021
09 CONTENT MARKETING
At every stage of the Marketing Funnel offering the
"Despite a misconception
Surveys/Quizzes
Webinars
Competitive Comparisons
Customer Stories
Testimonials
Reviews
Demos
10 FUNNEL FUNCTIONS
At each level of the funnel the prospective customer
customer.
SEE Brand
Entertain
Awareness
LEARN Brand
Educate
Engagement
DO Lead
Enchant
Generation
Acquisition
CARE Enlist
Customer
Loyalty
The Five E's allow you to concentrate on specific emotions you want to trigger in
your prospects. Matching content types with each level is critical for your
11 STRATEGIES &
TACTICS
Referral Program
3 FOUNDATIONAL External Events, Networking and Virtual Touchpoints
STRATEGIES: Branded Materials
Public Relations
SOCIAL There are critical tactics to help market your business.
(DIRECT)
(ONLINE)
U s e F r e e MOZ.com S E O T o o l s ( k e y w o r d a n d page
analyzer)
MARKETING TOOLKIT 2021
11 STORIES
"Storytelling enables marketers to develop a deeper
(Forbes.com, 2018)
Emails Series
4. A MENTOR OR
Newsletter Filler
SOLUTION
5. A MORAL
emotion Preachy
and a resolution
A chance to interact
MARKETING TOOLKIT 2021
12 DEFINING TERMS
A/B Testing
This is the process of comparing two variations of a
Blogging
This is short for web log or weblog. An individual or
PEOPLE TO LISTEN
Bounce Rate
Website bounce rate: The percentage of people who
1. Be brief.
land on a page on your website and then leave without
3. Make it specific pages on your site. A high bounce rate generally leads
5. Identify the Email bounce rate: The rate at which an email was
to-action.
Buyer Persona
7. Extend an A semi-fictional representation of your ideal customer
13 DEFINING TERMS
Call-to-Action
A call-to-action is a text link, button, image, or some
BLOG BEST that your page or CTA receives divided by the number
Include visuals acquire a lead. This factors heavily into CAC (customer
publish on a schedule
Responsive to
commentary
14 DEFINING TERMS
Customer Relationship Management (CRM)
A set of software programs that let companies keep
DID YOU KNOW? software lets you keep track of all the contact
after watching
product videos.
Engagement Rate
A popular social media metric used to describe the
and followers.
Evergreen Content
When it comes to
Evergreen content is content that continues to provide
learning about value to readers no matter when they stumble upon it.
consumers prefer originally published, and even then, it's still valuable to
Hashtag
Hashtags are a way for you and your readers to
15 DEFINING TERMS
Inbound Marketing
Inbound marketing refers to marketing activities that draw
HAVES: helpful content. By aligning the content you publish with your
1. Great Headline that you can then convert, close, and delight over time.
2. Sub Headline
Infographic
3. Short Video
A highly visual piece of content that is very popular among
4. A Call To Action
digital marketers as a way of relaying complex concepts in a
"above the fold" on the to ensure it aligns with your target audience
screen
Landing Page
A landing page is a website page containing a form that is
Lead Nurturing
Sometimes referred to as “drip marketing,” lead nurturing is
At any one time consider
the practice of developing a series of communications
having 5-10 landing pages
(emails, social media messages, etc.) that seek to qualify a
one for each specific
lead, keep it engaged, and gradually push it down the sales
objectives running at the
funnel. Inbound marketing is all about delivering valuable
same time with lead
content to the right audience -- and lead nurturing helps
magnets and sign up forms.
foster this by providing contextually relevant information to a
16 DEFINING TERMS
Long-Tail Keyword
A long-tail keyword is a very targeted search phrase that
QUICK TIP additional words that refine the search term. Long-tail
Native Advertising
A type of online advertising that takes on the form and
ads feel less like ads, and more like part of the conversation.
4. Ask for feedback pay a publisher (usually a search engine, social media site, or
engine results.
11. Date, Volume or Number
Smarketing
A fun phrase used to refer to the practice of aligning Sales
pass off tons of fully qualified leads to the sales team, who
17 DEFINING TERMS
Social Proof
Social proof refers to a psychological phenomenon in
given situation.
Workflow
A workflow is another way to describe a lead nurturing
WRITING A PRESS RELEASE serve other purposes, such as adjust contact properties
Include contact
The Quarterly Marketing Planner is
information and
company details
located on the ActionCOACH
Dashboard.
Use a branded template
###
MARKETING TOOLKIT 2021
18 RESOURCES
QUICK Reference Guide: A l l o f t h e r e s o u r c e s
b e l o w a r e l o c a t e d i n t h e My Marketing Assets
EMAIL SIGNATURES
SHOULD BE SIMPLE, ActionCOACH Brand Standards
EASY TO READ &
INCLUDE: ActionCOACH Web & CO-Branding Standards
Basics:
Logo Files
First and Last Name
Direct Phone
Mobile Phone
Marketing Made Simple (Custom Marketing Program)
Extras:
Powerpoint Templates
Social Profile Icons
Booking Links
Industry Disclaimer or
Legal Requirements
Photo or Logo
Pronouns
Eliminate:
Too Many Images or
Logos
Personal Awards
Images or
FILE TYPES:
Additional External JPEG- Digital Image or Picture
AVAILABLE
ACTIONCOACH.COM