Please don't confuse your marketing plan with a long list of tactics.
Every business must have a marketing plan. It can be a simple one page email sent around the office or it can be a more complex document that includes stats, references or external reports. Whatever form it takes, you must have one.
Your marketing plan helps you formulate your ideas so you can identify the right kinds of messages and activities. It helps you allocate budget to your specific marketing activities. PR gets this much, direct marketing gets this much, and customer events get the rest. Regardless of the type or size of your business, having a committed marketing budget is one of the fundamental requirements of success.
Your marketing plan also helps rally people around the same goal. It improves communication, because everyone has a clear understanding of what you are doing and why. It helps make your plans better. It is easier for people to respond to something that is written down - they see things that are missing, redundant, overlap and so on. The result is a better plan, and people who are more committed to it, because they were part of the process of creating it.
To be helpful, your marketing plan must address six key ideas:
- What are you trying to accomplish? (Objective/Goal)
- Who are you trying to reach? (Target Customers)
- How will you go about achieving your goals? (Strategy)
- What specific activities are you going to invest in? (Tactics)
- When will you do each activity? (Timeline)
- How much are you going to spend? (Budget)
Please don't confuse your marketing plan with a long list of tactics. The plan will contain the tactics, but it must also contain the reasons for them. Remember, it doesn't have to be complicated to be effective. Find the right balance and make it work for you, not the other way around.
Information provided by Laura Lowell and, with permission, shared. www.lauralowell.com
Author K. Meador is a mom to two grown sons who are currently pursuing their adult lives outside the home. She enjoys history, aviation, writing, and romance. In addition, she enjoys photography, walking, and visiting with family and friends. For the past several years, she has traveled with her job and has now settled down in Oklahoma City area.
Please leave a comment on this blog and share if you are so inclined. Author K. Meador has multiple published books which are available in paperback, eBook, audio and Spanish.