CakeDC Blog

TIPS, INSIGHTS AND THE LATEST FROM THE EXPERTS BEHIND CAKEPHP

The Making of a Marketing Plan

Listen, although 2020 felt like it lasted 25 years, it’s still hard to believe that we are wrapping up this roller coaster of 12 months. 

As companies prepare for 2021, crossing their fingers and wishing for a better Q1… it is important to start thinking about marketing strategies and plans for the next year. Without ideas and a solid goal for your company, it is very unlikely that things will change.

 

Reasons that making a marketing plan is important: 

1. It organizes your goals and provides clear plans of actions to achieve them 

2. It keeps everyone on track and on the same page 

3. Promotes motivation and accountability
 

I know making a marketing plan can sound time consuming, and a little complex, but it doesn’t have to be! I am going to walk you through the steps of making clear cut goals and plans for 2021 (with some actual examples!).

 

1. Brainstorming

Our team is great at making notes of things that need attention, whether it's good or bad. We keep open lines of communication on things that are going well, or may need some extra work. It is important for everything to bring their ideas together, no matter how big or small.  I suggest keeping a notepad with things / ideas you have for your team moving forward, and organize them in a way to present to your marketing team.

 

2. Team meeting

Now it is time for a group session to compare ideas, talk about what should be the priorities and get approval on anything needed. These meetings are super beneficial, because it is always refreshing to see if your team’s ideas mimic yours, or perhaps they even have some additional great ideas. 

 

3. Start building your plan

There are ample amounts of templates and checklists that you can find online to ensure that you’re including important information on your strategy plan. Some of the things I recommend including are:
Of course your main table of contents - easy to view for your team

 

 

Company mission - WHO ARE YOU?

 


 

Product Overview - what are you offering your clients?

 

 

Goals / Challenges - we all have them, don’t be shy

 



Target market - Who are you working for?

 

 

 

Expansion Plan - how will you make it to the next level?

 

Upcoming Actions - Making a clear timeline for the next year. It is important to make the timeline obtainable... in other words, don’t make goals that are impossible to meet.

 

Other important topics include additional small actions, goal timeline, campaign calendars, advertising outlets, social media platforms (and the importance, utilization for each one).

 



So making a powerpoint or pdf presentation for your team will allow all of the ideas and goals  to come together and be available in one place. I am a big checklist type of person, so in addition to my marketing plan, I always create a document. 

 

4. Create a spreadsheet

A spreadsheet doesn't have to be fancy, but it holds the team accountable, and we are able to make notes so that we can track the status of certain actions. This also helps me stay on track, and know what actions need to be executed next. 

 

Something like this for internal works just fine:

 


 

5. Budget & Execution 

It is extremely important that your team supports the marketing efforts. It is also important to know what your marketing budget will allow. Will you have additional funds for new goals? Will you need to reduce funds on other outlets to allow for new ideas? These are things that will need to be discussed with your financial department.

 

This is a good reason to create a marketing metrics / budget spreadsheet to track these items. I will share my examples on this in a future blog. 

 

So, once your team is on the same page, and they have clear goals…. IT’S GO TIME. Start working on your plan of actions and preparing to let them fly. For us, some of our goals will take some prep work, so we are gearing up in Q4. 
 

Hopefully, you have helpful ideas that you implement on your marketing plan… maybe it’s something I haven’t thought of (i’d love to hear yours! Email me - amanda.goff@cakedc.com). Either way, I wish everyone good luck on their strategies, and may all of your goals come true in 2021. If you’d like more insight on any of the ideas I have included, feel free to reach out, I’d be happy to chat! 

 

Latest articles

Modifying Requests Like A Chef

Since the version 2.x of CakePHP has a requests and response objects, they are provided an abstraction around HTTP Requests and responses. If you are not familiar with CakePHP, it’s a common step when you bake and use $this->request->data instead of $_POST. Most of the time, we need to modify and append values on our Request data. This can be an identifier of logged user or values for any fields. In many situations, implementations will like this: Data can be modified easily - you just need to call withData or withParsedBody method and after set the Request  (you can also modify the query calling withQueryParams): Both implementations will generate the same value, but if you have a keen eye, you will see that the second implementation is more clear. Also, our Request has these values on data. This information can be useful when you use Components from Plugins, as they will expect the values on Requests.   That’s all bakers! I hope this content is useful for you and will improve your requests!  

Where you SHOULD be marketing your business.

Marketing is an essential part of your business’ success. I don’t just say this because I myself am a marketing connoisseur... or maybe I do. But either way, I’m going to shoot you some quick knowledge about getting your name out there... specifically into the cyber world.   

Social media 

Branding is very important here. This will be another blog for another time... but having a uniform look, format, font, etc will help you look professional and stand out. Some of the platforms I work with for our company is Facebook, Instagram, Twitter. In our industry, Twitter is our cake and frosting (see what I did there). Most developers have a Twitter and use this to interact with other developers, frameworks, and companies. Having a company page allows you to engage with your followers, have conversations, and build relationships. Remember, you need to be posting things that are important for those who follow you to see, and when they reach out, be ready to respond.  For business contacts and networking, I am a big fan of LinkedIn. This platform is an easy way to connect and search for others in your field. Also, it's a good way to find people looking for your specific services. Very business. Very professional.  You definitely need to get to know your audience. Tracking your social analytics will tell you where you stand out most. Then, you utilize that information!  

Ads

 I’m a fan of Google Ads. While I know that the idea of paid advertising isn’t ideal or financially possible for everyone, there are other options. Keeping up with your SEO, or search engine optimization, will help with organic ads. Organic ads is a fancy way of saying free clicks, or free adveritsing. When people are searching Google for services or phrases pertaining to your business, then your site will show in the results. Obviously if you pay for ads, you can manually add phrases and terms that may be searched for... and these are called keywords. I think Google Ads pointers may be a good blog for me to share in the future *makes mental note*.    Speaking of Google, make sure your “my Google business” account is up to date, otherwise you will literally NEVER show up on the search engine. Even when someone specifically searches for you or your company.   

Email Marketing

We must be careful here. Gone are the days of spam emailing... and cold calling? Please don’t. I’d say most people are ready to get restraining orders against telemarketers. Just me?  However, if you have specific things (sales, offers, important news) to share with your customer base, then by all means - onward. At least emails can be ignored if they are unwanted. If you want your email to be opened, make sure that you are offering your recipients something worth clicking (specials. Giveaways. Etc.). A good platform to help you with this is MailChimp, but there are soo many ways to generate these emails, and many even offer pre-made templates... so no excuses.   

Newsletters

Similar to email marketing, there are newsletters. The difference here is that the people who will be receiving your monthly (most likely) newsletter are only those that have chosen to. “Subscribers” sign up to receive these emails. Usually, these aren’t offers of sales, but rather news, events, tips etc. You can get an idea of what I mean by checking out the CakePHP Newsletter archives. 
  So let's close with some quick facts: Newspaper advertising? Out Telemarketing? Out  Print? Maybe  Billboards? If the price is right and you are local to certain areas. International companies, like CakeDC do not benefit from this type of print, unless we could put one in every city around the world. I think that would blow my marketing budget pretty quick.  If you are a freelancer, I definitely suggest Fiverr. Let people find you. Essentially you get quality leads for free.    All of these marketing platforms and items need to be explained in deeper detail, so if you have any questions feel free to reach out to me!  

Benefits Of Upgrading

Let’s talk more about upgrading your CakePHP application. In last week’s blog, we talked about why you should hire externally for all of your upgrade needs. You may have been thinking… but why would I (or my company) even need to spend the time, effort, and money on upgrading our projects. Well… for many reasons. You need better security, compatibility, functionality.  You’ve seen our posts, you know what needs to be done. Your old CakePHP application needs to be updated.  I want to remind you about some of the benefits that there is to upgrading.   

SECURITY

The more maintained a CakePHP version is, the more security it can provide. This not only protects the projects themselves, but can also give you peace of mind knowing that the latest versions will be functional a lot longer than say CakePHP 2.x. And of course, the latest releases fix a number of security issues. No company wants to offer quality services to their customers,  and end up with a security breach that was out of their control. It is extremely important to get ahead of the security issues on the front end. Be proactive, and you won’t have to be reactive.  The biggest concern is that many hosting providers are abolishing old PHP branches, essentially overnight. This is why it is important to be aware of when to migrate/upgrade and do it before it is too late. You can see a list of the end of life date for each unsupported branch of PHP HERE.   

PERFORMANCE

CakePHP 4 follows the latest conventions, helping your application run faster and smoother. Old sites / applications run slow… that is no secret. I promise you one thing, today’s Google searcher will not think twice to do a different search if the site is lagging (ain’t nobody got time for that).  Also, migrating to a current PHP release over 5.6 and using the new ORM, could lead to improvements over 50%. So I mean, win-win.    If you are wondering about your performance, speed, or  which versions of PHP you are running on, you can use tools like Pingdom - https://tools.pingdom.com/ or Google Chrome Devtools - https://developers.google.com/web/tools/chrome-devtools.  

SCALABILITY & TOOLS

CakePHP 4 is shipped with best practices to streamline horizontal scaling and deployment into containers. As new tools and plugins are released, they may only be compatible with the latest versions. Currently, there are over 900 updated plugins, see here: https://plugins.cakephp.org/, covering from background job processing, image processing, CMS, file upload and management, cache, and more. This provides more features and results in developers WANTING to use and work with the framework. 

Of course there is a long list of additional benefits, but these are some of the most important. 2021 seems to be turning into the year of upgrades. Don’t get left behind!

We Bake with CakePHP