In this instructional video, Shaun Whynacht breaks down the process of creating an effective marketing plan into clear, actionable steps. He begins by emphasizing the importance of defining a business’s vision, value, and purpose to establish its identity. Next, he guides viewers through identifying the target demographic, using tools like a customer avatar to profile ideal customers based on gender, age, location, and market scope. He then stresses uncovering the audience’s pain points and daily questions, arguing that addressing these in content (video, podcast, blog, etc.) positions the business as an expert and drives conversions. The video moves on to budgeting, recommending allocating roughly 10‑20% of annual gross revenue to marketing, with adjustments based on product price, buying cycle length, and whether the launch is new or established. Finally, Shaun discusses choosing appropriate content formats and advertising channels—video ads, text ads, search ads—tailored to the product and audience, and concludes with a call to action offering a free consultation for viewers seeking personalized help.
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Coming up with an ideal marketing plan is always something that seems very confusing when you think about it as an entire project. But when you break it down and start to understand what essentially do you need to have in place to be able to market your business more effectively, it becomes a lot more clear. So some things to consider. First of all, what's the value? What's the vision of the business? What's the purpose behind what it is that you do or your product or your service and who does it serve? So once you understand that, you understand the identity of your company. And why you're doing what you're doing, it makes it a lot easier to be able to portray those values, missions, and information to that audience, which then ultimately brings you to who would buy, and that would be your target demographic. Now, there's lots of different exercises out there, and you're a smart cookie, you probably did some Google research on this. That may even be how you came across this article. So you can do things like a, a customer avatar, which is essentially a profile about an ideal customer. But until you get to that point, you need to really understand who it is that is matched perfectly with your product or your service. And this can be things, you know, as simple as, you know, are they primarily male or female? What's the age demographic? You know, are they local? Are they regional? Is it national? Is it international? Those type of identifying factors will really come into play, especially when you get further down and start to figure out your budget and your marketing budget. Because your local budget is going to be a little bit smaller than if you're marketing to an international crowd for obvious reasons, more people, larger budget to advertise and things of that nature. But one of the most important things that I see each and every time, and I do it in my business as well, that becomes very valuable is figuring out what pains do those people have? What questions are they having in their head every single day that the problem that you solve is not solved? Or what are the questions that they have that's holding them back from actually going and getting a solution for it? Because if you can speak to those pain points, if you can speak to the aspirational things of relieving those pain points, if you can answer the questions that they have going through their head in the content that you put out, whether it's video, whether it's podcast, whether it's blog articles, it doesn't matter as long as it is accessible for for people to find, you're going to then position yourself as an expert in that field and ease the way for them to want to either buy the product or service or book a consult, depending on what it is that your business does. Now, the last part is, is allocating budget. I don't know how many times that I've, I've worked with different clients and I ask that question about what's your marketing budget? How much money have you allocated to promote this? And a lot of times people don't know. They just wanna know what does it cost? Well, that's a very loaded question. Depends on how fast you want to reach that audience and what type of engagement do you want, because advertising is, is not cheap, especially if you've not been around for a long time or your product hasn't been around for a long time. You need to spend money to get that awareness out there. And I heard a fact that around this, a statistic around this, uh, and I'm sure very much holds true that you can allocate, you know, 15 to 20%, or it was a 10 to 15% of your annual gross revenue to your marketing budget. Okay. So let's say you are bringing $100,000 in sales. Um, then what you want to have is anywhere from 10 to 20% of that, right? So it could be $10,000 to $20,000, um, towards your advertising. Now, if you're starting out and you're launching something new, maybe that's what you're doing with this and why you're doing this research. It's gonna be higher on the front end because you have to bring that awareness into play. Now, I'm not able to say in this video that you need to be doing Facebook ads or Instagram or Google or whatever. That's gonna be very unique to the audience, what it is that you're selling, how much time, what's the, the average ticket price, which means what's the average cost of that product or service. Um, usually it is correlated with, you know, the higher the price, the longer the buying cycle is, uh, for that. Now, you may just be selling, let's say, you know, a luxury product that is very hot and people want it. And, you know, it gets awareness very quickly because it's very hot and trendy at that time, very easy to sell. But if you're selling like $10 widgets or a small product, very hard to spend, you know, large amounts of money on the front end because that comes into your cost of acquisition. So how much does it cost to actually obtain that client. So think about, you know, first of all, who you are, what is it you sell, who are you selling it to, and what questions or problems do they have. Once you've identified that, it becomes very easy to start to build out content around that. And, you know, that comes down to what is your primary method of delivery. Is it video? Is it audio? Is it blogging? You know, do you want to run video ads? Do you want to run text ads? Are people searching for this? Then you want search ads. Like all these things really, really come into play once we understand more about your business. So that being said, you know, if you're coming through this article and you made it this far in the video, thank you so much for watching it this far. But I want to offer you an opportunity to just have a, a live discussion. So at the bottom of this article, right below this video, or probably right below the video, I don't know where I'm putting it at the time of recording it, uh, is a button there to book a free consult with me. I'd love to give you some of my time and just talk through some of these ideas because I feel that I could help you if you are at that point in your business and help you bring this together. So again, thank you very much for watching this, and hopefully we get to talk soon.
