A marketing plan describes a specific brand
strategy, the main steps. It includes a portrait of a buyer, sales funnel with
delivery equipment, marketing performance evaluation metrics, predefined analysis.
This article will show you how to create it and outline the structure of your
finished marketing plan.
Plan: Shopper Profile - The Basic Starting Point
Buyer portrait is required for both B2b and
b2c. You are communicating with specific people. The portrait will help to
optimize the marketing plan for the needs of the client, reach the target
audience and be ready to interact with the customers. If you provide a mixed
audience for products and services, create multiple portraits, one for each
For simplicity, name a gold with each photo.
If the managers remember the name and say: "He has added a product to the
cart," you will immediately understand which customer is attracted by the
The presence of children and their
The last two points are especially relevant
Think about where the client gets the
information from. What he reads: Original books, blogs, websites, newspapers,
magazines. Maybe he goes to conferences, watches videos of bloggers or opinion
client goals and values.
Identify pain points and issues that will
solve your business. For example, a customer who owns a store will have a
problem: "We spend a lot of money on advertising, but not enough
List your possible objections. The client may
say "too expensive", "it won't work."
Decide what role the customer plays in the
purchase process. For example, the head of the marketing department will show
the proposal to the director of the company. The director will decide.
Plan: The main stage of the sales funnel
A sales funnel is a journey that takes the
customer from knowing an offer to purchase and resale. The funnel consists of
Contact - The person can learn
about the offer.
Interest - A person understands
that the proposed product or service will solve the problem.
Decision Making - An individual
studies the advantages and disadvantages of products and services, comparing
offers with competitors.
Action - The person is ready for
the order, waiting to call for action.
Repeated orders - the client
continues to comply. If you answer the question, give helpful advice, repeat
sales are possible.
The stages differ not only in the client's
goals and actions but also in the marketing tools used.
At the introduction stage, you will need
mailing banners, teasers. At the level of interest, including:
Articles and videos including
Promotion on social networks;
Participation in exhibitions;
At the decision-making stage, you will need
expert advice, advice from vendors.
Information about discounts, promotions,
bonuses, special offers will force you to make a purchase decision.
Subscription services and email marketing will
push for repetitive sales.
List the marketing tools you use. Distribute
them across your sales funnel.
Prepared marketing plan in action: Evaluate
Metrics will help you measure the
effectiveness of your marketing tools and plan for the future. Let us consider
MQLs is the number of ideal
customers attracted by marketing.
SQLs is the number of customers
who reached the Action Stage and signed a contract.
The MQL / SQL to Closing Ratio
indicates whether a marketing strategy is driving sales.
MROI - Marketing Launch Profit. To
calculate the MROI, subtract the marketing investment from the total. Divide
the result by the cost of your marketing investment.
Start with a report. Write:
How much money the marketing
How many customers were added
after the marketing campaign started;
How much time do users spend on
updated websites, etc?
Identify the weak points. Decide
to "strengthen" them in the near future.
Marketing Plan: Structure
Start by testing your competitors' ads. Write
down the benefits that both you and them have, determine where you are ahead of
Offer a good unique sale from the example of a
marketing plan: "Digital Marketing Courses". Buyers get an Amazon
Coupon as a gift. "
Determine what your location is. Draw price
list by location. If you’re positioning your product as a mass product, make
sure the prices are affordable for your audience. If it is a premium product,
it is important not to embarrass buyers with extra availability.
Plan delivery for products, such as sales and
delivery. Distribution includes keeping goods in warehouses, delivering goods
on settlement, preparing orders, handing over goods to customers. Compare
shipping methods, select warehouses, and shipping companies. Record it in your
Collect special offers: gifts for birthday
people, bonus collections, product packages, discounts, and much more.
Example from a beauty salon marketing plan:
a gift for brides: a solarium
before the wedding;
discount on the services of a
discount for students upon
presentation of a student card;
bring a client and get a manicure
as a gift.
Strategies And Materials
Decide how you will lead
interested customers through the sales funnel.
Describe the advantages and
disadvantages of marketing strategy, choose the right one.
Evaluate the effectiveness of your
marketing materials. Write down what needs to be updated, what needs to be
Plan an online campaign. Find out
what questions your target audience is sending.
Find out what attracts users.
Decide where to find themes and content for your content. Determine which
promotional strategy and channel are right for the company.
Decide how to use social media.
Find out what customers are buying from you
before, together, or after. These products are integrated with the selling
companies. An example of a marketing plan: "A client orders the
construction of a country house. Then he buys seeds and seedlings from an
For Advertising Funds
Marketing requires constant optimization. It
will cost. Therefore, decide in advance how to increase your profits. Create
product and service packages, increase product prices, look for other options.
Retention Strategy Development
Think about how to motivate customers for new
orders. Create a loyal customer club with bonuses and discounts, publish a
monthly newspaper or do something else. For an online marketing strategy try
some popular marketing plan that works for your business promotion or
attention. Some marketing plans feature customer orientation with b2b or b2c
both. You can use social media for this. Also, you can start a promotional
marketing campaign for it. Besides regular marketing strategies, Influencer marketingis now growing with
a booster form. You can take your plan with it also. Some companies can help
you suggest the best person for your marketing delivery online. Although
traditional marketing can develop your goal, digital marketers are faster with
their plans. To acquire the best-suited option for business marketing
influencers are much effective on social media and the web. For more, you can
read this article.
Calculate the cost of implementing a strategy,
advertising through channels, conducting campaigns, retaining customers, etc.
Calculate how much you can earn from each job. If the results are bad, you will
definitely see the problem area.
So if you are waiting for a master marketing
plan for your business you can join FameNet. From ready-made
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you don't have to process them yourself all we can handle
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tips and solutions you can contact us. We will help you get the best
promotional and marketing plans in a goal-oriented way.