It includes standard marketing categories used to develop a plan and control its implementation:
Analysis of the situation – clients, market, sales volume.
Goals – for example, increasing resource traffic by 20%.
Tactics is a clear sequence of actions: conducting an advertising campaign on Google, creating free products to attract customers.
Budget – the amount of funds allocated for the implementation of events. Setting up advertising will cost 20,000 rubles, creating free products – 15,000.
Control – deadlines, performers, performance criteria.
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One Page Marketing Plan
This is a simplified version of the company's marketing plan, optimal for small businesses and new projects. It describes the process of establishing connections with the client:
Potential client (does not know about the company). It is necessary to find ways to convey information to him and provide a relevant offer.
Lead (knows about the company, but has not made any purchases). It is necessary to tell the client about the advantages of the product, arouse interest and prepare for the purchase.
Buyer (knows about the company and has made purchases). It is necessary to retain the consumer and increase the income received from him.
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Stages of drawing up a marketing plan
A marketing plan is drawn up according to general rules; it is necessary to indicate the main goal, the deadline, as well as the persons participating in its development.
Analysis of the situation
Before you begin creating a plan, review the current state of your business:
sales;
competitors;
marketing moves;
specific tasks and goals;
product;
sales market;
target audience.
You also need to determine how you can influence the situation. The better you know your company and understand all the nuances, the easier it will be to create an effective marketing plan.
Analysis of the situation
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It is important for a specialist to study clients first. Determine what factors influence buyer behavior. For visualization, you can create portraits of conditional clients and then describe the target audience in detail. You will need the following information:
distribution of the target audience by gender;
age of buyers;
area of residence;
payment methods;
frequency of purchases;
occupation, hobby.
As a result, you will get a clear picture of your customers and conduct an effective advertising campaign to attract target customers.
Setting goals
When determining the goal of a marketing plan, it is customary to use the SMART method:
S – specific;
M – Measurable;
A – Achievable;
R – significant, important (Relevant);
T – time bound.
The preparation of the plan can be entrusted to your own marketing department or to a third-party specialized agency that employs qualified specialists.
In any case, it is necessary to take into account that the development of the marketing plan should be carried out under the direct control of the management and top managers. It is necessary to focus on their opinions, priorities and ideas.
If necessary, other departments will be involved in creating the marketing plan.
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