Mar '22 in Resources
How to create and write a marketing plan. - part 1
So, you need a marketing plan, or you need to revise the one you have as the current version is just not good enough. What do you put in the plan? How do you structure it? I'm going to cover the 6 elements that make up the basic contents of a best-in-class marketing plan
1) In this article I'm going to show you the 6 minimum elements that make up a great marketing plan, and why you need each one.
2) I'm going to show you a simple tool to evaluate where you against these topics.
3) Finally, I'm going to let you know about a free case study that shows what is possible if you execute these 6 things correctly.
The 6 topics that make up the marketing plan
Understand your Customers
● This critical starting point is your first step towards an effective marketing plan, as it helps you to make decisions about what to do - based on what your customer’s needs are and fulfilling those needs in order to create a successful business.
● This is the foundation - Understand your customer, using techniques like “customer journey” to know who the target customer is and gain insight into what they do and why they do it.
Analyse your Market and Business Situation
● Analyse market information, competitor, and your own company data to identify opportunities for growth.
● With thorough analysis, using a structured process, you will achieve a deep and objective understanding of the key information on the market, competitors, and customers to enable you to distill insights, identifying issues and opportunities for your business.
Identify Issues and Opportunities
● Based on external and internal insights, connect multiple information sources to uncover what issues and opportunities there are and what actions are required to achieve business success.
● By summarising the key issues and opportunities for your customers and market, you can focus your resources on the RIGHT opportunities to maximise growth with minimised risk.
Develop Effective Plans
● Develop the Annual Marketing Plan - set Objectives, Key Performance Indicators, create the Marketing plans and calendar of activities to drive business growth. Developing the plan is the integration of all elements of the marketing mix including product, brand, pricing, promotions, and channel management to support the strategic focus of the business. End result is tangible action plans and communications that will drive implementation in the market.
● An effective plan determines where to focus resources to maximise profitable growth and meet business goals over the medium and long term, without a quality plan, you will be stuck in chaos, with no growth.
Implement the Plan
● “Implement the Plan” is about excellent execution of the plan in the market to deliver an involving and integrated experience across the customer journey to drive growth in line with strategic goals. It is working with customers, influencers & consumers to activate the main Marketing levers effectively: 1.Product/portfolio 2.Pricing 3.Place/Channel 4.Promotion 5. People
● Without great execution of the plan, a great plan won't deliver results.
Track, Measure, and Review your Outcomes
● Monitor the progress and effectiveness of Marketing activities, and adjust where needed.
● This ensures the Marketing plan delivers maximum value for your customers and delivers the business objectives. It also allows your business to learn and improve for the next iteration of the Marketing plan.
Now, a simple tool to evaluate where you against these topics, download free template at this link:
Tells you where you are now and what you need to do next.
So, if this has sparked the need to either write your marketing plan or revise what you already have, and you want to see what is possible by doing all these steps properly, I have a free case study with a number of examples, simply go to this link below, (and on screen) or my website at stepstogrowth.com to see the free case study video. It will outline how to get you a marketing plan or improving your marketing plan, as fast as you are able to work it. The link is https://marketing.stepstogrowth.com/free-video
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How to create and write a marketing plan. - part 1
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