The importance of having a marketing plan before you do marketing
Ok, so you hear it all the time… ‘you need a marketing plan’… and sometimes it’s assumed you know WHAT a marketing plan is and exactly why you need it. So, let’s break it down for you:
What is a marketing plan?
A marketing plan is a game plan. It outlines who to reach, with the right message and in the right way to turn prospects in to customers. Whether you’re an up-and-coming or established business, a marketing plan is essential to avoid marketing burnout.
Everyone does it slightly differently, but a marketing plan should consist of a Strategic Analysis, an Audience and Value Proposition, Marketing Assets, and a Marketing Strategy:
Think of your strategic analysis as a diagnosis. This segment of your marketing plan will identify opportunities and challenges in relation to your products, services and existing marketing activities.
Audience and Value Proposition
Your audience and value proposition will help you define exactly who you are targeting, why and how – therefore, communicating effectively what your customers want and why they need it from you.
Your marketing assets will equip you with the basic tools to tell your story with conviction. This can include branding, website, copywriting, photography, videography, testimonials, templates and sales scripts.
- Marketing strategy
12 months on a page broken down into weekly, monthly and quarterly events. Your marketing strategy is a tactical playbook with clear and concise direction as to what to do, when to do it and how.
Why is it so important?
A blueprint for your marketing activities.
First and foremost, your marketing plan ensures that all marketing activities are executed with purpose and clear direction. Think of it as a blueprint for your marketing activities and how to best implement them.
Anticipate the effects of your promotional activities.
What do you want as a result of your promotional activities? Engagement? Sales conversion? A marketing plan will help you pinpoint what you really want from your marketing activities.
It makes you think about your audience
Promoting your products to everyone everywhere is an easy way to throw money down the drain. A marketing plan will help you focus on your client avatar, what they want, and how to effectively engage them by understanding their needs, problems, and their values.
Understanding your USP (Unique Selling Proposition)
A marketing plan will effectively utilise your USP and help you stand out in saturated markets. Learn to meet the needs or solve your client avatar’s problem by favourably comparing your offering to your competitor’s.
Helps you remain consistent with your messaging
When you don’t have a solid marketing plan, most businesses resort to gut-feeling marketing, which is both reactive and dangerous. Think about it… When you build a house without a blueprint, you’ll end up with one like this.
Do you really want your marketing activities to lead to nowhere?
Enables you to evaluate your marketing performance
Lastly, a marketing plan will help you set up ways to evaluate your marketing activities. It will help modify or eliminate campaigns that don’t reach your target market or achieve the response you need. This offers ways to monitor your spending and build recommendations on the best ways to invest your budget.
Ready to get started on your marketing plan?
Are you feeling a little lost when it comes to building a marketing plan for your business? We specialise in reducing the overwhelmed and helping you to market your business effectively. Talk to us today about creating a marketing plan or for immediate advice and guidance, book a 90-minute Clarity Session with Strategist Emma – she will help you to make waves!