You’ve just set up your business and now you’re looking at ways to make the business grow and reach your target audience, but how do you do this? The first thing you need to do is create a marketing plan. We’ve put together everything you need to create a marketing plan that produces real results!
Marketing Strategy vs Marketing Plan
A marketing strategy describes how a business will accomplish a mission or goal, this includes campaigns, contents, channels and marketing software that you will need to use to complete these goals and track the success of the mission.
A marketing plan will contain one or more marketing strategies, it’s the framework from that includes all of your marketing strategies and will help you connect each strategy back to a business goal.
1 – State your Business’s Mission
The first thing you need to do is state your mission, it is specific to your marketing department, but it also needs to serve your business’s main mission statement. You will still have plenty more space in the plan to elaborate on how you’ll reach new customers and accomplish this mission.
2 – KPIs
A good marketing plan will describe how the department will track the missions progress. To track your progress, you need to determine your key performance indicators (KPIs). These are individual metrics that will allow you to measure various elements of a marketing campaign, they will also allow you to establish short-term goals within your marketing strategies.
3 – Buyer Personas
A buyer persona is a description of who you want to attract, so your target audience. This will include age, sex, location, job etc. Every persona should be a direct reflection of your business’s customers, so its critical that everyone agrees on what your buyer personas are.
4 – Content Initiatives and Strategies
This will include the main points of your marketing and content strategy, this needs to include:
What content you’ll create – blogs, videos, infographics.
How much you’ll create – daily, weekly, monthly…
The goals and KPIs you need to track – KPIs can include organic traffic, social media traffic, referral traffic etc.
The channels you’ll use to distribute this content – social media platforms.
5 – Marketing Budget
You might use free channels and platforms, but there are hidden expenses that need to be thought about. You might need a budget for freelance fees, full-time marketing staff or sponsorships. These costs will develop a marketing budget so you can outline each expense.
6 – Competition
You need to know who you’re marketing against and research the key players in your industry. Not everyone competitor will pose the same challenges to your business, one of your competitors might rank highly on Google and another might be doing really well on the same social media platform as you.