Whether you’re launching an online coaching business, opening a boutique in your local town, or scaling your established service-based company, one thing remains constant: you have to market your business. And not just occasionally or whenever inspiration strikes – you need a consistent, strategic approach to getting your offers in front of the right people.
That’s where a lot of business owners get stuck. They know they need to market their business, but they get overwhelmed trying to figure out exactly what to do and when to do it. They’ve probably heard terms like “marketing strategy” and “marketing plan” thrown around, but here’s the thing – these aren’t the same thing, and understanding the difference is crucial for your business success.
Let me break this down for you.
What is a 90-Day Marketing Plan?
A 90-day marketing plan is your tactical roadmap that outlines exactly how you’ll implement your marketing strategy over the next three months. Think of it as your step-by-step guide to getting things done – the what, when, and how of your marketing efforts.
But let’s clear something up right away: this is different from your marketing strategy. Your strategy is the big picture – the “why” behind your actions. Your 90-day plan? That’s where the rubber meets the road. It’s where you take those strategic decisions and turn them into daily and weekly actions that move your business forward.
The Relationship Between Strategy and Plan
Here’s a way to think about it: Your marketing strategy is like deciding to drive from New York to Los Angeles (the big picture goal) and choosing to take the southern route through warm states (the strategic choice). Your 90-day marketing plan is the actual route you’ll take, where you’ll stop for gas, and what sites you’ll see along the way.
Your strategy answers questions like:
– Who is your ideal client?
– What problems do you solve?
– Where does your audience hang out?
– What makes your offer unique?
– What resources do you have available?
Your 90-day plan, on the other hand, deals with the nitty-gritty:
– What content you’ll create each week
– When you’ll post on social media
– How you’ll engage with your audience
– What specific actions you’ll take to reach your goals
Key Components of a 90-Day Marketing Plan
Input and Output Goals
Let’s talk about something that most marketers won’t tell you: there’s a crucial difference between input goals (the actions you commit to taking) and output goals (the results you hope to achieve).
Input goals are completely within your control. These might include:
– Posting 3 times per week on Instagram
– Sending 2 newsletters per month
– Engaging with 10 potential clients’ content daily
– Creating 1 new lead magnet per quarter
Output goals are the results you expect to see, such as:
– Growing your email list by 500 subscribers
– Booking 3 new clients
– Increasing website traffic by 25%
– Generating 20 qualified leads
While both types of goals matter, your 90-day plan should focus heavily on input goals. Why? Because they’re entirely within your control and create the foundation for achieving your output goals.
Action Items and Timelines
Your 90-day plan needs a clear breakdown of exactly what you’ll do and when you’ll do it. This includes:
Weekly Tasks Breakdown
Map out specific tasks for each week:
– Content creation days
– Engagement time blocks
– Email writing sessions
– Analytics review periods
Daily Marketing Activities
Define your non-negotiable daily actions:
– Social media engagement
– Email inbox management
– DM responses
– Content distribution
Content Creation Schedule
Establish when you’ll create different types of content:
– Social media posts
– Blog articles
– Email newsletters
– Lead magnets
Engagement Commitments
Set specific times for meaningful engagement:
– Responding to comments
– Participating in relevant conversations
– Building relationships in your industry
– Following up with potential clients
Understanding Your Marketing Funnel
Before we dive into the reality of marketing results, let’s talk about how your marketing actually works. Think of your marketing like a funnel with three distinct stages:
Top of Funnel (TOFU)
This is where brand awareness happens. It’s not about targeting repeat customers – it’s about broadening your reach and getting in front of new people. This might include:
– Social media content that educates and entertains
– Blog posts that address common problems
– Podcast appearances that share your expertise
Middle of Funnel (MOFU)
Here’s where prospects start evaluating your services or products. They’re exchanging information with you and need content specifically catered to their needs. Think:
– Email newsletters with deeper insights
– Case studies showing your approach
– Resources that help them understand your solution
Bottom of Funnel (BOFU)
This is where a lead decides to choose YOU over your competitors. Your content here needs to make a clear case for why they should take that step. This includes:
– Testimonials and success stories
– Clear pricing and package information
– Direct calls to action
The Reality of Marketing Results
Now here’s something crucial you need to understand: it takes about 90 days to see real results from the marketing you’re doing NOW. Yes, you might get some quick wins along the way (and those are fantastic!), but the true impact of your marketing efforts takes time to materialize.
Think about it this way: The content you create today is planting seeds that will grow over the next three months. Some seeds might sprout quickly, giving you those exciting quick wins. But the real harvest – the sustained growth and consistent results – that comes after giving your efforts time to take root.
This is why a 90-day plan is so powerful. It gives you:
1. Enough time to see real results across all funnel stages
2. A structured approach to consistent action
3. The ability to adjust based on what’s working
4. A realistic timeline for achieving your goals
5. Space to stack multiple strategies for maximum impact
How to Create Your 90-Day Marketing Plan
Creating your plan doesn’t have to be complicated. Here’s how to do it:
1. Start with your strategy goals in mind
2. Break down your input goals for the next 90 days
3. Create your content and engagement calendar
4. Set up your tracking systems
5. Schedule regular check-ins to monitor progress
Setting Goals That Actually Work
Here’s something most marketers won’t tell you: there’s a crucial difference between input goals (the actions you commit to taking) and output goals (the results you hope to achieve).
Input Goals
These are completely within your control. Think:
– Posting 3 times per week on Instagram
– Sending 2 newsletters per month
– Engaging with 10 potential clients’ content daily
– Creating 1 new lead magnet per quarter
Output Goals
These are the results you want to see from your efforts:
– Growing your email list by 500 subscribers
– Booking 3 new clients
– Increasing website traffic by 25%
– Generating 20 qualified leads
Your 90-day plan should focus heavily on input goals. Why? Because they’re entirely within your control and create the foundation for achieving your output goals.
Measuring Success in Your 90-Day Plan
Success isn’t just about hitting those output goals – it’s about consistently showing up and implementing your plan. Here’s how to track your progress:
Weekly Check-ins
Review your input goals:
– Did you complete your planned tasks?
– Where did you exceed expectations?
– What areas need attention?
– What adjustments are needed?
Monthly Reviews
Take a broader look at your progress:
– Track both input and output metrics
– Compare results to expectations
– Identify patterns and trends
– Plan adjustments for the next month
Key Performance Indicators (KPIs)
Monitor metrics that actually matter:
– Website traffic sources
– Conversion rates
– Engagement rates
– Click-through rates
– Revenue growth
Real-Time Adjustments
Stay flexible and ready to adjust based on:
– What’s working exceptionally well
– What’s not performing as expected
– New opportunities that arise
– Changes in your market
Next Steps and Implementation
Ready to create your own 90-day marketing plan? Start by:
1. Reviewing your current marketing strategy
2. Setting clear input goals for the next 90 days
3. Creating your implementation schedule
4. Setting up your tracking systems
Ready to create and implement your 90-day marketing plan? I can help in two ways:
- Join us inside the Conversion Catalyst® Club where we provide monthly marketing plans and help you create a strategy that actually works.
- Want more personalized guidance? Book a 1:1 call with me and we’ll map out your custom 90-day marketing plan together. I’ll help you identify your most effective marketing channels, create a strategy that aligns with your business goals, and develop an action plan you can start implementing right away.
Either way, you’ll get the support you need to move from random marketing actions to strategic, results-driven plans. Let’s make your next 90 days your most impactful yet!
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