The Irrigation Marketing Framework

Introduction

  • The (ambitious) goal of the Irrigation Marketing Framework (IMF) is to help you succeed the marketing of your business or your project.

  • I started creating the IMF as I was looking for quicker ways to get my marketing right. I wanted to:
    • Get methodical in the way of starting building a brand.
    • List an order precisely the tasks to perform.
    • Be systematic on how to market an offering (products and/or services).

Prerequisites

  • The IMF is based on the following assumptions:
    • The goal of marketing is to communicate the right information about your offering to the right people at the right time.
    • There are 3 fundamental tasks to perform in marketing: targeting, communicating and measuring. Targeting and measuring are regrouped in task D of the IMF. Communicating is split between Tasks B and C.
    • Choosing how to deliver information is very similar to choosing which part of an irrigation system you want to build and use. The key is to know which pipelines and valves to open or close for the water (information) to arrive to the right plants (people), at an optimal quality and quantity (format). Hence the name of this framework: the Irrigation Marketing Framework.

The structure

  • The IMF is a super-list of tasks organized by layers, from the more general tasks (Layer 0) to the more specific ones (Layer 3).

  • So far, I've listed:
    • 1 task at layer 0.
    • 5 tasks at layer 1.
    • 15 possible tasks at layer 2.
    • 45 possible tasks at layer 3.

How to use this list?

  • The IMF is a complete list of options and possibilities. It is similar to a list of useful ingredients to choose from in order to prepare a meal.

  • You don't have to use all of the ingredients, but, most importantly, you shouldn't. Some of them are almost mandatory (like water or salt), but others are optionnal. You choose what seems to be relevant to what you're trying to cook.

The layers

Layer 0

Communicate the right information about your offering to the right people at the right time.

Layer 1

A) Define and position your brand and your offering.
B) Craft/produce optimized information for your leads and prospects.
C) Create/choose favorable pipeplines to deliver information to your leads and prospects.
D) Adapt and improve your communication.
E) Capitalize on your existing customers/users.

Layer 2

A) Define and position your brand and your offering.
1) Write the basic information about your offering.
2) Create your branding identity.
3) Present your offering information.
4) Choose your pricing policy.

B) Craft/produce optimized information for your leads and prospects.
5) Choose the topic of the information you want to deliver.
6) Prepare the right formats of information.

C) Create/choose favorable pipeplines to deliver information to your leads and prospects.
7) Pipeline 1: Deliver information directly to your leads and prospects.
8) Pipeline 2: Reach out to people/platforms that can share information with their audience.
9) Pipeline 3: Advertise online.
10) Pipeline 4: Advertise offline.
11) Pipeline 5: Promote your brand and offering through events.

D) Adapt and improve your communication.
12) Measure the performance of the combinations information/pipeline (Tasks B and C).
13) Try to know thoroughly your customers/users.

E) Capitalize on your existing customers/users.
14) Satisfy your existing customers/users.
15) Amplify word of mouth.


  • Tasks 1 to 4 establish the positioning of your brand and your offering.

  • A pipeline in the IMF is what others would call a marketing channel. The problem is that the term "marketing channel" is overused and has just become a vague concept. A marketing channel can be either a a way of distributing a product, a number on electronic devices (TV and radio channels) or a specific type of websites or specific way of going to a website (the default Channels in Google Analytics). To avoid this confusion, I chose deliberately the term pipeline. Pipelines are the main options available to reach your leads and your prospects.

  • Many resources list 10+ pipelines (or marketing channels), but many of them are quite similar or even are not really pipelines. For example, SEO is not a pipeline. SEO is a prerequisite for creating online content, but SEO in itself does not enable you to reach prospects. The content you publish online does.

  • Task 13is here to make us specify who are our ideal target audiences. The better we know our customers/users, the easier it is to identify what they have in common. From there, we can target prospects with the same specificities. This is an ongoing and virtuous circle. Of course, the most difficult part is to get the machine started with the very first customers/users.

Layer 3

You can download the layer 3 of the IMF in PDF right here:

Initial publication date: 2018-09-18
Last updated: 2019-06-24


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