What Goes into a Marketing Plan?

What Goes into a Marketing Plan? - blog post image
  • Jennifer Sebay
  • November 03, 2016
  • Comment(s) | 0
  • Posted 5 years ago

Many people ask what goes in a marketing plan. There is no short answer or a one size fits all because no two companies are alike. Essentially, creating a marketing plan looks like this:

Step 1: Business Goals/Company Snapshot

We start by asking about your 1-3 year business goals. We drill deep to understand and define your company’s products and services, key differentiators/competitive advantages, target audience, and competition.

Step 2: Marketing Goals/Strategy

What are you hoping to achieve with your marketing plan? Perhaps you want to increase your online presence through social media, gain 10 new fitness clients, or increase the revenue of your construction company by 20% within 12 months. This is the part where we create marketing campaign plans. Campaigns are a set of activities coordinated closely to achieve a common goal. This is where your key differentiators become a critical component of the marketing plan.

Step 3: Marketing Tools

At this stage, we’ll develop the marketing communications strategies and activities that you’ll use. The best approach involves a variety of tactics. This could include web landing pages, direct marketing, white papers, case studies, demos, permission-based email, and video to support the campaign objectives. The key is to identify which media your target audience turns to for information on the type of product or service you sell. Then, we prioritize marketing activities, such as search marketing, PR, database marketing, and events.

Step 4: Schedule and Budget

Now it’s time to set the budget based on a reasonable schedule, usually a 12-month plan. A percentage of gross sales must be devoted to the annual marketing budget. In addition, it’s important to identify internal staff and external resources needed to execute the plan. As time goes on, adjustments may need to be made to avoid exceeding the budget or perhaps allocate more resources to marketing.


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