Writing a great marketing plan doesn’t have to be a headache. We have found that most business professionals know they need to prepare some type of strategic road map. Many just don’t know where to start. It can be intimidating. We have found that if it’s too tough to put one together, most people just don’t do it. To that end we recommend the “Uncomplicated Marketing Plan.” It’s a simple plan, broken down into five sections, that’s easy to write and follow. We suggest that the writing be as brief as possible because content matters most–not the writing style. The following are the five key components of the plan:
This introductory section contains an overview of your situation as it exists today and will provide a useful benchmark as you adapt and refine your plan in the coming months. Begin with a short description of your current product or service offering, the marketing advantages and challenges you face, and a look at the threats posed by your competitors. Describe any outside forces that will affect your business in the coming year.
All that’s needed here is a simple, bulleted description of the target audiences to whom you are trying to sell. If you’re marketing to consumers, write a target-audience profile based on demographics. B2B marketers should list your target audiences by category and include any qualifying criteria for each.
In one page or less, list your company’s marketing goals for the coming year. The key is to make your goals realistic and measurable so that you can easily evaluate your performance.
Strategies and Tactics
This section will make up the bulk of your plan. It gives an overview of your marketing strategies and lists each of the corresponding tactics you’ll employ to execute them.
The final section of your plan includes a brief breakdown of the costs associated with each of your tactics. If you find the tactics you’ve selected are too costly, you can go back and make revisions before you arrive at a final budget.
The initial development of the Marketing Plan is only the beginning. As your business grows and your marketing evolves, you can always adapt your Marketing Plan. You should be using this plan to guide you through your marketing decisions on a daily basis and as an ongoing tool for accomplishing goals and achieving success. Do you currently have a Marketing Plan? If so, is it an effective tool ?
If you would like to learn more about the “Uncomplicated Marketing Plan?” contact our office at 804-968-5131.