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In this article, our marketing plan discussion will focus mostly on the digital marketing aspect, but the strategies and concepts can be expanded to encompass your entire marketing department.
It will also help you develop your messaging and your unique selling proposition.
Brutal honesty is imperative for a truly insightful SWOT. Limiting your lists will help you to focus on the most critical points and help retain focus.
Maybe you work for a large corporation and have been tasked with developing next year’s marketing plan, or perhaps you are launching a new start-up and need to craft a plan from scratch.
Maybe it’s been 20 years since you graduated from business school or wrote your last marketing plan, and you realize that times have changed a bit.
Using email and social media while surveying the content landscape will give you an immense amount of knowledge about your industry.
Here are some quick tips to help you understand who you’re up against: For more on why these tactics are important, how to implement them and what data you can glean from them, read Competitor Research in an Inbound Marketing World. Perform a SWOT Analysis Standard to any business or marketing plan is the SWOT analysis.Your marketing plan should be: Transparency is important when developing and finalizing the plan.By getting feedback from all departments and being clear on goals, your marketing plan is more likely to be of value and to be seen as a successful tool. What’s not useless is a fluid marketing plan that allows for change and is looked upon as a , not as a bible.Whatever the case, the steps you take today to create a functional and straight-forward marketing plan will lay the foundation for your year ahead, helping you to get results that are measurable and quantifiable. Now, let’s take a quick look at how the marketing plan should be structured. List your Goals First While developing goals may not be the first step you actually take when forming your marketing plan, listing them first on your final marketing plan document sets the stage for everything to come. Explain Your Research Research will be the foundation of your marketing plan and should include: 4.But before we dive in, make sure to download our Marketing Plan Templates so that you can follow along with your own document. Define KPIs & Measurement Methods After all the heavy lifting is complete, your strategy is in place and you have begun putting together and implementing your tactical plans, it’s time to measure.This is a crucial step in developing an inbound marketing plan.Creating buyer personas will help you understand: This information will help you to personalize your marketing materials so they are targeted and highly relevant to your audience segments.You may need to do research in order to completely develop your personas, but before you dive into that endeavor, check out 9 Questions You Need to Ask When Developing Buyer Personas.You may find you already have all the data you need! Learn Your Buyers’ Buying Cycle After you have identified your buyer personas, the next step is figuring out how these personas think and ultimately make the decision to buy.Try focusing on 4 or 5 main tactics for the year and create execution plans around these tactics.Keep in mind that your tactics may or may not be the same as your goals. to increase traffic by 50%) then your tactic would drill down more on how to get that result — and be as the name implies, more tactical.