5 steps to create a memorable marketing plan
Regardless of the size of your company, having a good marketing plan is very important, whether your intention is to enhance your brand, make more sales or conquer a new market.
As a professional you already know that this cannot happen by simply popping your fingers and to be successful in your company you need a marketing plan.
How to create an excellent marketing plan?
Analyze the current situation of your company
In order to start a marketing plan you must understand the current situation of your company. The analysis must understand how internal and external factors influence the business.
But how can you do this?
Goals, Plans, Challenges and Timing as a method of knowing the situation of your company by analyzing 4 points:
Goals: Understand the goals you want to achieve.
Planning: By understanding your goals, you must know how to get there, what are you going to do to achieve your goals?
Challenges: Challenges, here you must understand what is the challenge you are currently going through, this will allow you to understand your current situation more.
Time: Time, do you have urgency to achieve your goals? for when you need it? You must set a time.
By analyzing the results of this process, you will have a complete picture of the situation your company is in. You will know what you must do to achieve the objectives of your marketing plan within a realistic time frame.
Know who your customers are
A study by Aberdeen Research affirms that companies that use buyer personas throughout the potential customer’s journey in the purchase cycle obtain 73% more conversions to sales.
But, what is a buyer persona and what relationship does it have with your customers?
Explaining bluntly, buyer persona is the representation of your ideal client.
Do you really know who the ideal buyer for your company really is?
The creation of Buyer Personas consists of developing profiles to identify your potential client, with personal information that involves their characteristics and routines, the objectives, the problems they face daily, how your product or service can help them and, of course, the main objections that this profile has.
This step will be the basis for understanding, for example, the essential information that must be present in the communication of the company, in which channels to disseminate the content, what is the best way to interact with these people and what topics are of real interest to them.
Analyze your competition
The idea is more about Amazon’s way of seeing the competition, that is, not caring about it and caring about my business thinking about improving more every day.
There are some points that I see as important, such as seeing what makes my competition good but so that I can improve even more and that in the end whoever wins is always the client with increasingly better services.
The more we know: prices, communication, differentials and in general the positive and negative points of our business and of the competition, the more chances we have of creating a successful marketing plan.
And to finish this point, I leave you 4 simple steps to get the best out of the competition:
Understand your company first.
Find the difference between yours and your competition.
Make the most of the differential you have; communicating, reinforcing and exaggerating communication about this differential.
Do not look at the competition as an enemy, use intelligently the forces of your competition to improve and increase the market in which you act.
Define your strategies and actions
Defining your strategies and actions starts with a clear objective.
Now what is the correct method of setting goals?
S.M.A.R.T. It is a tool that is used to define goals correctly and not superficially:
Specific: they must be clear, objective and precise, leaving no room for future doubts or questions.
Measurable: measuring your performance or level of success or failure should be very simple, even during the development of the enterprise or business project.
Achievable: when defining goals, be realistic and take into account variables such as effort, time, costs and other factors associated with their viability.
Relevant: they must respond to the real and most important needs of the business.
Time-bound: they have a delimited date for their fulfillment.
Following the SMART model of defining goals you will be much more assertive when creating them, it may be more complicated at the beginning, but over time you will discover the ideal measure for your goals.
In general, we did not err in the size of the Goal and yes in the time. A goal should not be changed, what does change is the time to achieve that result. Which brings us to the next point.
What do you do after setting SMART goals?
It’s time to reach the goals of your marketing plan!
SMART goals must be transformed into initiatives, which will be the means used to achieve them.
Each of them has to be outlined under the action plan:
What: What activity is there to do?
Why: Why do you have to do it?
Where: Where? Where in?
When: when? On what date?
Who: Who is going to develop the activity?
How: How will each task be done? What is the methodology?
How much: How much will be invested in its execution?
Set a schedule and monitor
Set dates for the actions of the marketing plan to be carried out. Do not stop monitoring the execution of the actions. This is the part of your plan that defines the success or failure of the execution.
Use metrics that tell if you are on the right track. It is important to define metrics that alert you to deviations before this affects your billing.
Your plan must be flexible, when a strategy does not work you must be able to detect it to take corrective actions.
That’s what KPIS exist for, yet another tool?
Yes, and this is to see if what you did had good results.
What is a KPI?
Key performance indicator. KPIs are metrics made to help us know the performance of a certain action or strategy, in this case, the performance of your marketing plan. KPIs are used after setting your goals in SMART goals:
a) Statistics of a web page: Your company has a website and a digital marketing strategy to generate sales leads, you must have KPIS to measure the results.
For example, the number of visitors you set as a goal, the frequency with which they visit your website, the content they prefer, that is, all the interaction they may have with your company through their website.
b) Social networks: Any action that is carried out in social networks about your marketing plan, must be measured. There is no use having many likes, many interactions if in the end all your efforts do not generate sales or ROI.
c) Sales growth: This KPI is too important and unfortunately not many companies take it into consideration. It is a very simple statistic, you only have to divide the sales of the current month with those of the previous month, in this way you can see if you increased or decreased.
You also have to consider that simply increasing sales does not serve you if you do not increase your profitability with them. Always think that every dollar invested should generate a return on your investment.
To do this, going to Weaver will help you build the future of your brand.
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