In the previous article we talked about how to structure a editorial calendar taking into account the trend of the moment and of the brand identity. This article, however, focuses on another aspect that a company must take into account self-promote is increase their own sales: The marketing plan.
What is a marketing plan
You probably already know what a marketing plan and you will know how fundamental it is that it is put into practice through the work of a team synergistic and coordinated. However, whether you know it or not, we still recommend that you carefully read the following article, as it will list all the phases that lead to the drafting of a marketing plan.
This way, your business can use it as a guide when designing its own marketing plan customized.
A marketing plan is one planning tool who guides the company in defining the strategies and the actions needed to achieve their goals marketing objectives, usually within the time year.
The marketing plan helps to outline more i reference markets, to choose the promotion tactics and ad allocate resources needed to effectively implement marketing strategies.
The structure of a marketing plan self-respecting is such that it can afford not only one evaluation of the results retrospectively, but also an overview during the activities, leaving room for any corrections and resets of the objectives.
Guide to drafting a marketing plan
What aspects should be analyzed before, during and after the creation of a marketing plan?
Here you are 15 steps essential to follow.
A priori, some elements must be taken into consideration:
1- Analysis of opportunities and challenges for the company
Initially, we evaluate i products or services of the company, his reference market, his competitors and the industry trends. It is in fact important to understand how your company is positioned on the market compared to your competitors, what are your strengths and weaknesses.
2- Marketing objectives
Subsequently, they go to establish the goals of the marketing plan that the company intends to achieve. They must be specific, realistic, measurable and in line with the overall objectives of the company.
3- Market segmentation
At this crucial stage, they identify i market segments based on variable characteristics (demographic, behavioral, geographical, ...) to better understand the target audience and customize marketing strategies.
4- Positioning
This step is also particularly important, and may require more effort. You need to take time to understand how the company wants to be perceived by consumers compared to its competitors by listing its own strengths.
At this point you have finished the first task, that of the analysis, and it is time to move on to the actual creation of your own marketing planwhich includes these steps:
5- Action planning
A detailed action plan is drawn up which, based on the analyzes carried out, outlines the activities specifications to be performed, i responsible, the deadlines and the measurement metrics to evaluate the results during construction and at the deadline.
6- Development of marketing strategies
We are at the heart of the project. Here everyone customizes their own path based on the type of business.
For example, one marketing strategy could include promoting the brand through communication channels such as advertising, public relations, digital marketing, social media, events or partnerships.
7- Promotion and communication system
A special section of the marketing plan involves the development of an effective communications strategy to promote the company's products or services. This may include traditional advertising, digital marketing, public relations, social media, content marketing and other forms of promotion.
8- Choice of distribution channels
In this phase, i channels through which the company's products or services will reach customers (direct sales, retail distribution, e-commerce, …).
9- Development of digital marketing
Almost always, a business plans to reach its target audience online by implementing online advertising, email marketing, social media marketing and SEO strategies (for further information, this topic is discussed in the following articles: “Positioning on Google – What affects SEO?“, “SEO 2023 – Trends and Best Practices" And "Website positioning on Google: improve it with these 7 SEO strategies“).
10- Budget management
Here is another rather complex phase of the marketing plan: plan expenses carefully e allocate resources appropriately for different marketing activities is crucial for maximize the return on your investment.
11- Possible planning of the launch of new products or services
A marketing plan may include a section devoted to planning the launch of new products or services, including positioning, promotion and communication strategies.
Once the conception of the marketing plan, all the activities previously prepared are put into practice, but in the meantime constant checks are implemented:
12- Monitoring of results
There evaluation of effectiveness of marketing strategies using the previously established measurement criteria serves to optimize the marketing activities.
13- Possible adjustment
The possible marketing plan review and the contribution of any adjustments helps realign with business objectives based on changes in the market or business performance.
14- Competition monitoring
Keep an eye on competitors' activities is equally critical to understanding their marketing strategies, identify opportunities or risks, and possibly adapt your plan accordingly.
Generally, a marketing plan plans actions that see their completion within a year.
Having reached the end of the deadlines set out in the marketing plan, we sum up:
15- Analysis of the results
The very last step involves a final control of marketing activities, using key metrics such as sales, customer acceptance, website traffic and conversion rates. Based on the data, the effectiveness of the marketing strategies adopted throughout the period is measured and decisions are made to optimize the marketing plan future.
Conclusion
Everyone will agree that a marketing plan well organized is the best tool to provide a clear roadmap to improve the performance of a business.
Every company wants to remain consistent with its brand identity in marketing activities, reserving one anyway good flexibility and ability to adapt to market changes and new opportunities that may emerge during the implementation of the strategies.
Follow our steps for a marketing plan complete and effective e contact us to receive more information or to ask us for help in planning the best marketing plan for your company.
