Everyone knows when having a company (whether small or large) requires a business plan, but many entrepreneurs don’t realize that the marketing plan is just as important.
Unlike business plans, marketing plans focus on success and keeping customers comfortable; including numbers, facts and objectives. A good marketing plan detailing all the tools and tactics that will be used to achieve sales goals.
Here are some points that must be in making a marketing plan that stands out!
Start with a snapshot of your company’s current situation, called “situation analysis”
This first part defines your company and product or service, then shows how the benefits you provide differentiate you from competitors.
Target buyers have become very special and segmented. Not looking at your industry, whether restaurants for professional services to retail clothing stores, competitive product or service positions require an understanding of the market segment. Not only must you be able to explain what is market, but you also have to have a clear understanding of what competitors have to offer and can show how your product or service provides better value.
Making a situation analysis, actually is a brief description of your company’s strengths, weaknesses, opportunities and threats. Strengths and weaknesses refer to the characteristics that exist in business, while opportunities and threats refer to external factors. To determine the strength of a company, consider ways in which the product is superior to others, or if your service is more comprehensive, for example. What do you offer that gives you a competitive advantage business? Weaknesses, on the other hand, can be anything from those already on the market (so that they become saturated), lack of experience staff members.
Next situation analysis, describing every external opportunity that can be utilize, such as expanding the market for your product. Don’t forget to include external threats with your company’s ability to get a bigger market share. With the detailed analysis it is expect that all bad possibilities will be overcome.
Clarify the target audience
Choosing the most important market target. It can be start in terms of age, gender, family composition, income and geographic location and lifestyle. As a comparison, ask yourself the following question: Are my customers old-fashioned or innovative? Leader or follower? Shy or aggressive? Traditional or modern? Introvert or extrovert? How often do they buy what I offer? How many? Impress complicated but very influential on the future of products and companies.
If you are a business-to-business marketer, you can determine the target audience based on the type of business, position, business size, geographical location or other characteristics that make them possible prospects. No matter who your target audience is, cone it up to be the right choice, because it will be your guide when planning media and advertising to the target audience.
Develop marketing communication strategies and tactics that you will use.
This part is the heart and soul of your marketing plan. In the previous section, you have outline what marketing must accomplish and identify the best prospects now it’s time to detail the tactics that will be used to reach this prospect and achieve your goals.
A good marketing program targets prospects at all stages of your sales cycle. Some marketing tactics, such as advertising, public relations and direct marketing, are great for achieving targets. In addition, personal communication with certain people will certainly greatly affect the achievement of targets.
To identify the ideal marketing mix, find out which media the audience likes. It could be that placing in the media the level of sales will skyrocket. Avoid media that is not widely used by the audience because it will be the same. successful or not depends on where the analysis above.
Set a marketing budget
All marketing activities require a budget. Make sure if you have done the analysis, set targets, and 2 things above immediately make a budget. It doesn’t need to be as luxurious as possible but make the most of it with an affordable budget.
Well if it’s still not in accordance with the company’s total budget, recalculate and match with the points that have been group previously.