Creating an effective marketing plan can be a daunting task. Here, we outline the process step by step to make it easy for businesses large and small.
The most important part of any marketing plan is the strategy behind it. Take the time to think through and document your strategy and your marketing plan will be much easier to prepare. To help you along, we’ve created a Marketing Plan Template to use as a starting point. Among other important information, your marketing strategy document should contain:
The success of your marketing plan will depend heavily on these components, so take the time to formalize your strategy if you’ve not yet done so.
Once your strategy is set, it’s time to create your marketing plan. A marketing plan is essentially the tactics you’ll use to execute your marketing strategy to achieve your objectives during a set period of time (typically a year). It will contain your objectives and method of measurement, tactics and the timing of those tactics, and your budget.
Objectives and Measurement
The first step is to set clear objectives your plan will achieve, along with the methods by which you’ll measure performance:
For a guide to marketing ROI measurement, including how to tie business objectives to marketing metrics, download our guide.
Tactics and Timing
The meat of your document is a detailed plan for the specific tactics you’ll use to achieve the marketing objectives, along with the timing of their deployment. Each category should be broken down by channel, property, and publication, as applicable.
Some channels can apply to more than one category (such as speaking engagements, which could be considered Content Marketing or Public Relations), so organize them in the way that makes the most sense for your business.
Your plan should also include the budgeted costs for each tactic, broken down by channel and publication.
You may wish to use a summary page in the workbook for a quick view of your performance to budget at the end of every month or quarter and easy reporting.
Organizing your marketing plan
There are many ways to organize a marketing plan, and depending on how you’re using the plan document at any given time, you will want to view the plan in different ways.
For this reason I recommend using a series of columns in a spreadsheet to describe each tactic, so that you can sort and organize by the way that’s most useful for your needs at that time. Here are the column headings you can use to organize your plan:
It’s never to late to create a detailed marketing plan to organize and guide your marketing activities. Even if your campaigns are already underway, taking the time to clearly outline your plan will help you identify gaps and track your progress, ensuring a better and more effective marketing program.
For help turning your marketing strategy into an executable plan, drop us a line.
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