83. The Marketing Playbook (Part 3): Your 12-Month Marketing Blueprint
In Part 3 of the Marketing Playbook Series, Chontelle Fossey helps eCommerce business owners step out of reactive marketing and into long-term, strategic planning.
Building on the foundations of ownership (Part 1) and metrics (Part 2), this episode walks listeners through how to create a 12-month marketing blueprint, without diving into tactics, content calendars, or day-to-day execution.
Chontelle explains why most marketing feels overwhelming when business owners only look at the current week or month, and how zooming out to a full-year view instantly creates clarity, calm, and better decision-making.
This episode emphasises the importance of using last year’s performance data as an input, not a limitation, and introduces a simple framework for assigning each month a clear marketing focus based on attraction, nurture, or conversion.
In this episode, you’ll learn:
- Why a 12-month view removes urgency and overwhelm from marketing
- How to use last year’s month-by-month performance to plan more intelligently
- What a marketing blueprint is and what it is not
- The three types of marketing months every eCommerce brand needs
- Why deciding what and when matters before worrying about how
The three marketing focuses covered:
- Attraction: increasing visibility and demand
- Nurture: building trust and repeat website visits
- Conversion: driving revenue through launches or promotions
Listeners are guided to assign just one primary focus per month, creating structure without pressure.
Tangible actions to take this week:
- Review last year’s revenue month-by-month and identify patterns
- Create a simple 12-month view of the year ahead
- Assign each month a primary marketing focus: attraction, nurture, or conversion
- Sense-check the flow of the year to ensure balance
- Write one sentence per month clarifying what marketing is focused on and why
These actions are designed to help listeners build a calm, realistic plan that supports growth — without locking them into rigid tactics.
What’s coming next in the series:
In Part 4, Chontelle introduces the always-on marketing systems that support sales year-round and explains how these systems reduce pressure during conversion-focused months.
This episode is ideal for eCommerce founders who want to stop reacting, start leading, and build a marketing plan that actually fits real life.
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