The phrase Marketing Plan signals a new beginning and, for some, a sense of cheer. Realistically, for many, the words marketing and plan placed together mean one thing…confusion.
Here’s the deal; it’s ok to be confused.
You don’t have to be an expert. But to be honest, business success starts and ends with a plan.
So here we are, at the beginning of a new year, with the Who, Where, When, What & How on creating your next marketing plan.
Keep in mind, your marketing plan does not have to be extensive. It can be as simple as a 7-day handwritten plan or as complex as a quarterly plan. The most important thing is that you plan and execute.
Here’s what you need to keep in mind when creating your next marketing plan:
WHO are you marketing to?
Identify your ideal customer. This exercise is all about analyzing and learning more about your customer. Are they male, female, Millennials or Baby Boomers? Do they only live in the Southeast or are they global.
WHERE should you market?
Using the information you gathered in your “who” phase, you should now be able to make educated assumptions about where your customer spends their time. Thereby indicating where you should invest your marketing.
Are they traditional? Do they read physical newspapers and purchase magazines? Do they spend the majority of their time on social media? Are they a mixture of both.
These details will allow you to pinpoint if your marketing efforts would be better spent online or offline and what tactics best fit your customer interests.
Once you have your Who and Where, it’s time to dig deeper and determine When, What and How.
WHEN are you going to market?
How many times a week will you post on social media? How many ads will you run in the local newspaper? How many times per month will you send an email campaign?
While it is best to base these decisions on customer behavior, often times your marketing budget becomes the deciding factor.
WHAT are you going to market?
Are you informing your customers about a new product? Do you plan to promote an upcoming sale?
Determine exactly what you plan to present to your ideal customer base. Allow your customer’s preferences, seasonality and even the needs of your business to indicate what exactly you will present to your customer.
HOW are you going to market?
Are you going to create video content and share it through an ad campaign? Will you write consistent blog posts and promote them via email marketing?
As with the When and Where, how you market should align with your ideal customer’s behavior and interests.
Do you still need more help? Book a free consultation here.