As a digital marketing agency, this marketing plan discussion will How To Write A Marketing Plan mostly on the digital marketing aspect, but the strategies and concepts in this post can be expanded to encompass your entire marketing department.
Whatever the case, the steps you take today to create a functional and straight forward marketing plan will lay the foundation for your year ahead, helping you to get results that are measurable and quantifiable. List your Goals First While developing goals may not be the first step you actually take when forming your marketing plan, listing them first on your final marketing plan document sets the stage for everything to come.
Explain Your Research Research will be the foundation see more your marketing plan and should include:. In fact, even before you have implemented your strategy you should be measuring to establish your baseline.
What have you done in the past and what were the results? How can those strategies shift to improve ROI? List Overarching Strategy and Tactical Plans Having tactical plans and calendars gives life to your ideas and strategy. Try focusing on 4 or 5 main tactics for the year and create execution plans around these tactics. Keep in mind that your tactics may or may not be the same as your goals.
If your goals are high-level, i. Nobody can predict the future, which is why it is vital to remember that your marketing plan should be a living, working document. This is not a style book, a brand handbook or a book on company policy. A marketing plan should be a reference that is used throughout the year, is malleable to a certain extent and is shared with all stakeholders and contributing members of the team.
Transparency is important when developing and finalizing the plan.
The Marketing Plan is a highly detailed, heavily researched and, hopefully, well written report that many inside and possibly outside the organization will evaluate. In many respects, the Marketing Plan is the most important document produced by marketers as it not only helps to justify what has occurred in the past, but is critical for explaining . Learn the steps needed to write your own strategic marketing plan for your small business from cocktail24.info Writing a Marketing Plan: Setting Your Objectives The first step in developing your marketing plan is to establish the marketing objectives that will accomplish your business goals, says Karen Albritton, president of Capstrat, a marketing agency in Raleigh, North Carolina. Much like your content plan, your social media plan needs a strategy of its own that is then integrated with your overall marketing plan. For more on social media marketing read, Everything Marketers Want to Know About Social Media Marketing But Are Too Afraid To Ask or Three Elements of an Effective Social Media Strategy. Pricing strategy, sales plan, marketing strategies - learn how to put together a complete marketing plan for your products and services.
By getting feedback from all departments and being clear How To Write A Marketing Plan goals, your marketing plan is more likely to be of value and to be seen as a successful tool. A marketing plan left to collect dust is useless.
A common mistake that many make is starting on the tactical plan before they have ironed out the strategic plan. In order to formulate a strategic plan, you need to do research. These click here will help you lay a sturdy foundation for your tactical plans and allow you to develop reasonable expectations and goals.
In order to determine the likelihood of success and define your marketing strategy, you need to understand the competition.
Researching your competition first will also help you through your next step of creating a SWOT analysis. In the new world of inbound marketing there are a handful of strategies that are paramount.
These strategies can also be useful when researching competitors. Using email and social media, and surveying the content landscape, will give you an immense amount of knowledge about your competition. For more on why these tactics are important, how to implement them and what data you can glean from them, read Competitor Research in an Inbound Marketing World.
Standard to any business or marketing plan is the SWOT analysis. The SWOT analysis should help you clearly define your strengths, weaknesses, opportunities and threats so that you can develop goals and objectives that are on point and tied to your overall mission. The SWOT analysis will also enable you to understand How To Write A Marketing Plan differentiates you from your competition and how you should position yourself in the market.
It will also help in developing your messaging and your unique selling proposition. Brutal honesty is imperative to a truly insightful SWOT. Use bullets and aim for 4—5 in each section. Limiting your lists will help you to focus on the most critical points and help retain focus. In addition to completing a SWOT for your overall marketing plan, it is often helpful to do a SWOT analysis for the different segments within your marketing plan.
For example, as we will discuss further down in this piece, content marketing, social media and SEO will all be important parts of your overall inbound marketing plan and would benefit from SWOTs of their own.
The days of outbound marketing have come and gone. No longer are we looking at audiences en masse. Instead, inbound marketers are honing in on the segments of those audiences that they want to target. This is a crucial step in developing an inbound marketing plan. Creating buyer personas, in order to understand your target market, will let you see who you are marketing to, what their pain points are, where they live online and a number of other demographic traits.
This information this web page help you to personalize your marketing materials so they are targeted and highly relevant to your audience segments.
You may need to do research in order to completely develop your personas, but before you dive into that endeavor, check out 9 Questions You Need to Ask When Developing Buyer Personas. You How To Write A Marketing Plan find you already have all the data you need!
You are only trying to catch the ones you want, the ones you are targeting because they have the strongest potential to turn into leads. After you have identified your buyer personas, the next step is figuring out how these personas think and ultimately make the decision to buy.
Each of these stages are major opportunities for you as a marketer to nurture your potential customer by providing valuable content about the product and or problem they are trying to solve for. Here are three stats from a Forbes. Goals are the most important part of your plan.
If you have completed your research, you should have been able to identify your weaknesses and areas of opportunities. Setting both quantitative and qualitative goals around these findings, as well as developing KPIs, will be essential.
They will help you to set a clear path, understand your marketing ROI and redirect your tactics as you move through the year, if you find certain strategies are working better than others. Goals should be obtainable, but not easy. You want to make sure you are reaching for growth but not shooting for the stars and ending up discouraged and overwhelmed.
And remember, we are marketers, not heart surgeons.
Your USP ties in closely with your brand and your content because those are the conduits your USP will be communicated through. And communication is key. Clearly state your USP and do it often, on your website, in your emails, through your ads etc. Branding can be fun, but it can also be tricky. A brand can be one of the strongest assets a company possesses and if done right will attract the buyer loyalty every business dreams of.
Brand consistency is key. Take a look at all the places that your audience comes in contact with your brand, and ask yourself what each piece is saying about your brand as a whole. If your brand encompasses several sub-brands or subsidiaries, have you strategically audited your brand architecture to leverage maximum brand equity? Website design is more than just a pretty page.
Your website is often the first impression your prospects continue reading get of your company. That means that your website has to be more than pretty that helpsit needs to How To Write A Marketing Plan clear and functional.
20 Marketing plan tips: how to write a marketing plan with free template and example
If your site is cluttered and hard to navigate you will automatically lose potential buyers. Just think about the How To Write A Marketing Plan time you went to a poorly designed and over cluttered site. Did you stay long? Did you get an immediate impression of that company? All it takes is the click of a button and they are on to the next provider.
So be clear in your messaging. Make sure your site is a place that people want to stay, not only because it is pretty but also because the information they need is easily found.
There is an entire science and methodology behind website design including where to place buttons on the page, what content works best where, what colors convey certain feelings and so on. Read, 4 Examples of Fantastic Web Design for inspiration and consider hiring a web designer who specializes in Inbound Marketing and SEO to ensure your website is reaching its full potential.
Content is the meat that will attract your buyers. Content is all of the written words used to convey your brand, from the copy on your site to the landing page users arrive at, to the blog posts, newsletters and emails you write. Content marketing is about providing useful information to your customer base. Think of it this way. If you write intelligent and thought provoking blog content, say on a weekly basis, that in some way solves a problem, answers a question or simply entertains your target audience, you will become a go-to resource for those potential buyers.
They will come back to your site time and time again because you are providing a free service for them, all the while building trust and establishing brand clout in a non-intrusive way. And when these devoted followers How To Write A Marketing Plan they need the product you sell, guess who they are most likely to buy it from?
They are going to go to you. The company they trust. Read Is Youtility the Future of Marketing by Jay Baer, New York Times best selling author and social media and content strategist, to learn more about this important concept. Creating solid content is hugely important for your SEO strategy.
So if content is the meat, your distribution channels are the arms that feed that meat. As important as content is, without distribution your content goes to waste. So it is essential to have a clear understanding of how each channel works and to use a mix of paid, owned and earned media.
In the world of social media it pays to have an overall strategy that is tweaked depending on the social channel you are working check this out. For example, the way you market on Twitter will differ from the way you market on LinkedIn or Facebook.
They are different sites with different purposes and your messaging needs to reflect that. One strategy, however, that does work across them all is using photographs.
Posts with pictures get higher clicks and engagement across the board. And because social media is all about getting your content and your messaging seen, timing is important. Here is what they recommend for timing:. Of course, depending on your industry and audience these times could vary.
The key is to test and re-test in order to see when your buyers are engaging.
Look at the competition. See who is doing social successfully in your space and note their patterns.