As we countdown to Thanksgiving, the new year is on the horizon. For marketers and business owners, that means one thing — it’s time to make a plan.
Your business needs a marketing plan because your marketing and sales efforts will be moot, without a defined strategy in place. Some see marketing plans as a daunting process to delay for as long as possible. At Beckmann Collaborative, we know how much fun it can be to create a fresh new marketing plan.
It's something that helps you understand your target audience, makes you think about the way to communicate your brand, evaluate competitors, and set realistic, measurable goals you can work toward.
To keep things simple, we've come up with a blueprint that organizes your Marketing Plan into Six Sections:
Whether you know it or not, you have a Brand. To get yourself in the right mindset, gather the key elements of your business' branding into one place - everything from your visual presence and style to your brand language. The purpose is to know Your Brand Story.
Next, you want to identify your current marketing tactics and measure them. Then you can review those efforts and the impact they make. This helps you decide where your marketing dollars should go in the coming year.
SPECIAL OFFER: We've teamed up with Kairoz Partners to offer a deep dive marketing audit. Working as a team, we will evaluate any marketing channel you want to better understand - social media, email, website, CRM, paid ads, etc.
Contact Me if You would like more information about the Marketing Audits.
Set SMART business goals and marketing goals based on what you learn from your situation analysis. Then you can truly measure your success as the year progresses. Looking back on 2019, what does the future hold for the company and your marketing efforts? And how will you know you are successful?
If you have never created customer personas before, there is no time like the present. This is a marketer's most powerful tool because it helps us understand our ideal customers and their journeys. This is a guide for knowing who to communicate with, how, and where.
Getting yourself and your team organized may be the only challenge in making a marketing plan. This is when you define, step by step, how things should happen. Who is assigned which task? When will social media posts be written and how often? Where will you promote your business?
The best part of a marketing plan is seeing the results, right? Well, you should build into your plan ongoing optimization. This will be your list of tests and improvements throughout the year. Consider how often you will test email subject lines and what you will do with those results. Or maybe you are testing out SMS marketing for the first time and have a hypothesis about how it will turn out. Consider the question of: how will you maintain this marketing work?
Do you know any solopreneurs or small businesses who do not have the budget to hire a consulting company like Beckmann Collaborative? Then Pay it Forward by sharing the Marketing Plan Course with them. It's a self-paced online course that guides you through these 6 steps.