Quick and easy guide to developing a Marketing Plan

Developing a marketing plan can be tedious, but managing your time, resources and team is a nightmare without one.

Your plan will change and evolve over time.  Designing your plan in a way that works for you and your team, providing you with the flexibility to be reactive when the time comes.

Carefully plan your campaigns and strategically budget your finances (allowing for contingencies) to ensure you achieve the best possible ROI and tangible deliverables. This will keep the team motivated and clear about their objectives.

Resources

  • Budget
  • Staff / Team
  • Projects (allocations)
  • CRM / Customer Database
  • Public Relations
  • Media Monitoring
  • Direct Marketing (associate costs)
  • Outsourcing (design / print / copywriting / imagery)
  • Events (conferences, shows, networking, hosting)
  • Stand / banners
  • Materials
  • Merchandise
  • Travel & other

Market Intelligence / Research activity (on-going)

  • Customer Experience (surveys / focus groups & other)
  • Branding / Positioning (surveys / focus groups & other)
  • Competitors (desktop research)
  • Target Market (desktop research)

Campaigns

  • Aim / objective (of each campaign)
  • Social methods
  • Direct Marketing methods
  • Advertising (online/offline)
  • PR
  • Digital / online content
  • SEO (key word development)
  • Backlink targets
  • Targets

Analysis

  • Reports (quarterly / yearly)

These plans should be marked against a deliverable time frame, include estimated costs, estimated time and resources.

Measure your success!

Knowledge is power! Measuring marketing activity can sometimes be tricky – but remember that impact isn’t always about ‘direct sales’ (revisit your business / marketing objectives). You must measure the following:

  • Website traffic and growth (where are people coming from and is the traffic volume growing – organic, referral, social, other)
  • Website navigation / UX and bounce rates (this information is critical to re-inform your website development and your targeted messaging)
  • Social growth & engagement (think about positioning, brand, trust, esteem, reach and call to actions)
  • Campaign outcomes – directly related to sales / enquiries
  • Direct Mail – measure / amend / grow (opens, click through, downloads & call to actions)
  • PR coverage (paid for activity vs. organic coverage)
  • Secured backlinks
  • Requests to: provide content (features), speak at events,
  • Google rankings (vs. competitors) / search term rankings
  • Competitor analysis (qualitative & quantitative)
  • Market growth
  • Customer Experience measure, review and analysis
  • Monitoring enquires (tel/email etc.)

Be innovative, creative and BOLD! Refine your plan based on your available budget.

Take a risk, try something new and knock your boss’s socks off! Good luck.

Missed it? See How to develop a successful marketing strategy guaranteed to provide you with tangible ROI.

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