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PERSONAL MARKETING PLAN
NAME:
___________________________________________________________
DATE:
___________________________________________________________
YOUR MARKETING PLAN
By creating and following through on just a few objectives each month, you can energize your personal marketing efforts.
Over time, this can dramatically increase your client base or leverage your existing clients. To get into the driver’s seat of
your business, take a few moments at the top of each month to give yourself one or two marketing assignments, picking
and choosing from these major marketing areas:
Focus your efforts on:

Talking to your client’s about their business and offering them more services

Client Satisfaction & Retention

Market niche involvement

Networking with Referral Sources

Marketing to Prospects

Personal Career Goals

Professional Development and Lifestyle Goals


Technical Specialty Services Development
Community Involvement
Everyone markets in a different fashion. You must be comfortable with what marketing activities you choose. This plan
will help you look ‘inside’ so you can market ‘outside’.
TIME-MINDER TIPS
1) Prioritize: Divide everything you have to do into at least three groups. Do the “A’s”, think about the “B’s”,
forget the “C’s” (or at least don’t worry about them until they become A’s or B’s).
2) Further prioritize your A’s, using the following rules: Do whatever is both immediate and important first.
Do the immediate but not necessarily important, second. These are the things that you never get credit for
doing, but are a problem if not done on time. Do the important, but not so immediate, last. These are the
things that, while important, are not due for some time yet.
3) Don’t take on too much: Not everything can be a priority. Having too many priorities is the same as
having none. Ask yourself: “Can I quickly count off my priorities, in my head, without a list?” If not, you
either don’t have clear priorities, or you have too many.
Time is the great equalizer. No matter who you are,
you only get 24 hours per day.
Good luck with your personal marketing!
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MARKETING ABILITIES AND INTERESTS
WHAT DO YOU DO WELL?
Examples: have lots of bankers/lawyer contacts - good writer of articles for
publication - comfortable with the media - enjoy giving speeches at client
industry meetings - have quarterly meetings with clients
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WHY DOES YOUR CLIENT HAVE YOU FOR A BUSINESS ADVISOR?
WHAT ARE MY STRENGTHS AS A SERVICE PROVIDER?
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HOW SHOULD YOU PRESENT YOURSELF TO THE MARKET
HOW SHOULD YOU PRESENT YOURSELF TO THE MARKET
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YOUR POSITIONING
How you would like to be seen in the eyes of people regarding:
BUSINESS-WISE
PERSONALITY-WISE
COMMUMICATION SKILLS
HOW YOU TREAT YOUR CLIENTS
MARKET NICHE INVOLVMENT
COMMUNITY INVOLVEMENT
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ABOUT YOUR BUSINESS
TYPE OF CLIENTS
List of industries - and type of work done with clients in the various
industries
REFERRAL SOURCES
Examples: Clients, bankers, lawyers, industry contacts, other accountants,
real estate brokers, architects, engineers, insurance agents, city/town
councillors, doctors, trust companies, colleagues now in the private sector,
other.
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IDEAL CLIENT PROFILE
Here’s your chance to create your ideal client:
MARKET NICHE
SIZE OF BUSINESS / ORGANIZATION
PERSONAL DETAILS
TITLE
AGE
GENDER
BUSINESS INTERESTS
INCOME
FAMILY DATA
PROFESSION
TYPES OF SERVICE(S) WE PROVIDE THEM
ANNUAL BILLINGS
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MARKET NICHE SPECIALIZATION AREAS
Recognize the importance of being an expert in the areas where you have large numbers of clients. It is
critical that you are educated and experienced in the details of the concerns and issues facing that particular
industry or niche.
Take a look at your market niche specialization areas now - and consider what you may want to specialize in in the future.
PRIMARY
SECONDARY
NEW AREAS ON INTEREST AND DEVELOPMENT
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PROSPECT LIST
You should always have a significant list of prospects. This list should include names of people who fit your
‘ideal client profile’. These names are your future!
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PROSPECTS
What type of prospect list do you have - how many are on the list - and
where have you gathered these people from? How often do you add to this
list? Do you have a contact strategy?
CURRENT MARKETING
What associations are you involved with - and in what capacity? Political
connections? Do you do any public speaking - and to whom? Any media
exposure? Write any articles for magazines or newspapers? Any
networking with other professionals in the community? How do you get
clients now?
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SEGMENT YOUR CLIENTS LIST
TOP 10 CLIENTS
Group these clients to make it easy to serve them, communicate with them, and market
to them. You can group them by industry, priority, service needs, etc.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
MARKET NICHE
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MAJOR REFERRAL SOURCES
WHAT IS MY CONTACT STRATGY FOR THIS LIST?
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OBJECTIVES
Primary Marketing Objectives for area of technical specialty
You need to promote and market two things:
a. Your product - your technical specialty service to your target market.
b. Yourself - your expertise and experience in providing that technical specialty service to your target
market.
My Technical Specialty Service is:
SHORT TERM (6 MONTHS)
I intend to market this service by: (Give specific examples)
LONG TERM (12 MONTHS)
In order to promote and position myself as an expert/specialist in this
technical specialty service, I intend to market this service by: (Give
specific examples)
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CLIENT SERVICE OBJECTIVES
Intend to ‘out-service’ the competition by........(objectives need to be measurable and meaningful)
Examples:

on a weekly basis, drop in on a client to chat and see how they are doing - show interest and make
an effort to fully understand all aspects of the client’s business

send out ‘welcome to the Chamber’ letters to new Chamber members

on a weekly basis, review current client files and determine any cross-selling opportunities
OBJECTIVES
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CUSTOMIZED TWELVE MONTH
MARKETING ACTION PLAN FOR
Primary Marketing Objectives
Consider:

Talking to your client’s about their business and offering them more services

Client Satisfaction & Retention

Market niche involvement

Networking with Referral Sources

Marketing to Prospects

Personal Career Goals

Professional Development and Lifestyle Goals


Technical Specialty Services Development
Community Involvement
IN THE NEXT 30 DAYS I WILL:
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ACTION STEPS
DO NOW (NEXT 30 DAYS)
DO LONG TERM (12 MONTHS)
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