What is a Marketing Plan?
Why have a marketing plan? Like any venture, having a good plan is essential. A marketing plan is a guide that will give you direction and help you know if you are on the right track in promoting your business. It is like a business plan. This article will show you how to make a complete Marketing Plan.
Getting Started
Set aside some time (one hour at a time is suggested) that is uninterrupted to work on this marketing plan. Let others know to not interrupt you. You will be able to focus better. Gather what you need to take notes, either digitally or on paper.
My Clients’ Pain Points
Think back to what your clients say they are struggling with. Determine their pain points that you can address. Do they need physical healing? Personal development? Be even more specific. For example, you might say “My clients need recovery from divorce.” List out all their pain points that you can address with your services.
Solutions I Provide
What solutions do you provide for your clients’ pain points? You might answer “life-coaching” for example. Be specific. In what ways do you help your clients overcome these pain points? For example, you might say “Active Listening.”
My Advantage
What is the unique advantage you provide? In what ways do your services stand out from the crowd of others in your field? You might answer “I have expert training by the best program.” Or “I have healed many people all my life.”
My Target Market Avatar
A target market is a segment of people you are aiming to reach. This does not necessarily limit who you serve. It is to focus your marketing so that it will be effective. Your target market avatar is a fictitious sample person you create who represents your ideal client. Not all your clients will be like this avatar. However, it narrows down the focus of your marketing efforts to make them super-effective. You may say that your services are for “anyone who needs them.” And that is okay. But create a target market avatar anyway so you can have powerful marketing.
My Mission Statement
Your mission statement is a crucial part of your Social Media Marketing Plan. It can be simple to create. Just fill in the blanks of “I empower _________ to __________ so that they can _________.” For example, “I empower people newly divorced to recover and heal so that can live happy, joy-filled lives.
My Marketing Goals
What is it you want to achieve with marketing? It might be increased sales, increased profit, more ideal clients, or promotion of a particular product or service. Write a goal that is specific, measurable, achievable, reasonable, and mentions the time it will take to achieve.
My Current Marketing
Putting each on a separate line, list all your marketing tasks that you are currently doing and those you have tried in the past. Include social media, online advertising, a website, search engine optimization, and social media optimization. How frequently are you posting on social media? Do you post live and recorded videos? Email marketing? Mention any printed materials for distribution: business cards, postcards/mailing, flyers, or posters. Include any ads in newspapers or on the radio. Any press releases? Networking at events or in groups? Public speaking? Include the frequency of these activities. An example is a weekly newspaper ad.
Your Most Effective Marketing Tasks
Go back through your list of marketing tasks you have tried or are currently doing and rate them on a scale of one to five. How did they perform in achieving your marketing goals?
Evaluate your results. Which has brought the most return on investment (ROI)?
New Plan
In your new marketing plan you will specify your budget for marketing. Also, decide on which marketing activities you need and the frequency. This is based on your ratings of previous tasks.
Marketing Budget
Decide on a budget for marketing. Include paid advertising on social media, search engines, printed ads, and radio ads. Be specific.
Include outsourcing the marketing tasks if you choose to.
Time Allotted for Marketing Tasks
Create a list of marketing tasks you need for your marketing plan. List the time you have available for each. For example, “Social Media Engagement: 30 minutes per day, M-F.” or “Social Media Content Calendar – 1 hour, once a month.”
Marketing Plan Summary
Your marketing plan holds the keys to business success. It is your guide. You have included your mission statement, target market avatar, and the marketing tasks you have tried. Your evaluation of the return on investment of these tasks is golden. A marketing budget will guide you on what you can invest in for your business. Time allotted for tasks lets you know if you can manage these by yourself or if you need to outsource them. Your marketing plan is worth every minute you spend on it and will ensure the success of your business.
For more information read “SEO to Boost Your Website.”
Also: “Ten Tips for Building an Effective Marketing Strategy.”
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