The Full Cycle Marketing Success Method

5 Steps in a Proven Approach to Exceeding Your Goals

THURSDAY, OCTOBER 26, 2017

The Full Cycle Marketing Success Method is an approach I’ve developed over the last 20 years as a marketer and business owner. It’s a proven method that applies to every stage of the marketing process – from the first idea to the execution of it, to the next iteration.

I wanted to take a few minutes to explain this method so you can put the method to work for you.

The Full Cycle Marketing Success Method

STEP 1 – Discovery.

This is where the idea is formed and validated – the what, who and why you are doing what you’re doing. This could be launching a new product, membership course, etc. You start the process by defining and vetting the idea.

Two tools we use for this process include Google Trends and the Ask Method – a process that takes the guesswork out of product development. Click here for more (affiliate link).

STEP 2 – Define a clearly stated goal.

We get really specific when it comes to setting goals. We use the X to Y by Z approach to goal setting (i.e., increase membership from 400 to 600 by 12/31/17). This goal also helps us identify other key performance indicators (KPIs) that define the leading and lagging indicators to success. (Leading indicators are used to predict; lagging indicators confirm a trend.)

Steps 1-3 are where we can best enter the process and serve you and your idea through the rest of the launch. You never want to get to the end of the campaign and wonder what happened. Instead, we can set up KPIs to help you understand what’s happening throughout the campaign. This allows you to adjust your strategy as needed. Click here to request a consultation.

STEP 3 – Create the strategy and plan.

Once you have a clear understanding of the idea and goals, you can create a plan that helps you get to the goal. Your leads, conversion and sales history will give you a clear path.

At the end of the day, marketing is about numbers; it’s critical to back your plan up with numbers that should reasonably get you to the goal. This includes lead generation, nurturing, online advertising, conversions, etc.

STEP 4 – Execute the plan.

Here, you execute the strategy, build in the KPIs, and create the dashboards that help you monitor the campaign to ensure success. Two tools we use to create performance dashboards include Graphly and Wicked Reports.

If your team has a clear picture of Steps 1-3, then we are happy to serve you at this implementation step. Click here to request a consultation.

STEP 5 – Analyze & Optimize.

This is one of the most critical steps in the process. Because you have clear goals and KPIs, you are able to see (often in real-time) what’s happening in the midst of a campaign. If something is lagging behind the goal, you can adjust. If something is doing better than expected, then you celebrate.

The final step is the post-campaign analysis. This is where you summarize what happened in the campaign: leads generated and/or converted, which marketing channels were most successful, what would we do again, or what we could do differently.

Once you have the full campaign analysis, you leverage your insight and knowledge and start the cycle all over again.

It’s Full Cycle.

Here it is again:

fcm-process

Step 1: Define the Need
Clarify the what and why.

Step 2: Clarify the Goals
Establish clear and measurable goals. Define the Key Performance Indicators.

Step 3: Build the Plan
Build a plan with line-of-sight to the goals.

Step 4: Execute the Plan
Get to work!

Step 5: Analyze and Optimize
Review. Adjust. Repeat.

Whether you’re a small business owner looking to outsource your marketing or an online entrepreneur who just needs help executing ideas, the Full Cycle Marketing Success Method gives you a framework for exceeding your marketing goals.