What you have to know to get started with your marketing plan
From our own experience on the marketing and related sector we can ensure you that a good and structured marketing plan is for sure a “must do” thing for your business or company. First thing we should understand before going on with this article is that every marketing plan should adapt to your own business idea and point of view, you have to mold your plan to what you want to achieve. Once we’ve understood this point we can proceed to show you what are the key elements to create a good marketing plan to succeed.
First steps through your marketing plan
The best way to start with your plan is to create your own business SWOT (Strengths, Weaknesses, Opportunities and Threats). With our SWOT we will be able to comprehend both of the internal factors of the business itself, as well as those that can be found external and can affect the project. This marketing tool was born on the 70s, but adapting it into the today’s online environment will help us to study the situation of our company from the analysis of its most relevant internal and external circumstances. Developing it will allow you to control your marketing actions in a strategy aligned with the general objectives of the project. Here we leave you some examples:
The strategic framework, what is it?
A strategic framework is a structured method that is used to define how our project supports the objectives of stakeholders. We can count five components of the strategic framework that have to be on our marketing plan. This will give us a lot of information to define great key elements to create a good marketing plan.
- Business objectives. The reason we are doing the marketing plan is to achieve something and in the strategic framework we refer to this as “Business objectives”. There are 2 types of objectives that we have to set. On one hand we have the qualitative objectives (for example: more visibility of our website, beating a competitor, getting more leads, increasing brand awareness…) and in the other hand we have the quantitative objectives (for example: increase visits by X%, get at least X contacts per week, sell for X amount per month, outperform our competitors in Google results…).
- Approach. The approach is how we will achieve our goals (for example: Our main objective is to have more daily visitors on our website so i’ve decided to start an Instagram Ads campaign to get Instagram users to our website.)
- Measurement. Defining qualitative objectives, that are measurable, will allow us to be able to act immediately on the results of each of the actions of the marketing plan. One of the biggest advantages of online marketing compared to traditional marketing is the possibility that we can register and measure practically everything almost instantly, if we have the appropriate tools. Many of these tools are available to any project, because they are free, such as Google Analytics. Qualitative objectives are not immediately noticeable but must also be considered.
- Target. The target audience is the set of potential users or clients that may be impacted by our marketing actions so we always have to ensure that our product or service matches our target. It is essential to know in what media we will find them to plan our impact.
- Here we leave you some criteria of segmentation you can use to find your perfect target:
- Demographic (sex, age, marital status, family situation …)
- Lifestyle interests. Themes of the pages they consume.
- Digital media consuming locations.
- Keywords with which they search on the Internet.
- Platforms where they connect, online communities.
- Legal framework. It is necessary to determine the possible legal rights and restrictions of those responsible and of the recipients of the marketing plan campaign and to take into account other types of conditions, such as copyright and industrial property rights. In addition to the legal, social and cultural particularities of the recipients of our digital marketing actions.
There are also two aspects of the business or company that we have to sort out and make them really clear either for us, our workers and related, consumers and customers. These are our Mission and Vision.
- Mission: The mission statement provides the organization with a clear and effective guide for the decision making of our business.
- Vision: The vision statement ensures that all the decisions made are properly aligned with what the organization hopes to achieve.
Autor del artículo: Roger Gómez, alumno en el Ciclo Superior de Marketing y Publicidad en la Escola Tècnica Girona.