What to include in your marketing plan

Marketing plan is actually your how-to guide for your marketing, advertising and business development. This can be a few months or a few years depending on the purpose of the marketing plan and the company strategy so hang in there!

However you should be aware that not one universal marketing plan fits all businesses and all scenarios – Instead, I feel that the structure for any marketing plan for a business is based around the following planning elements:

Step 1 – The prospective target market or audience and the specific marketing objectives. In other words who your ideal customer is and what would you like to achieve – start as simple as that before you go into specifics of when, how often, where, how much etc.

Step 2 – The type and structure of your company will set the planning horizon as well as the marketing and business growth strategies and tactics.
For example, a small business requires a completely different set of tactics and approaches compared to a large global corporation that markets to customers in various market segments worldwide. The small business plan might be quite uncomplicated, specific and actionable in a few months because the small business is more flexible and adaptable whereas the large organization needs more time to change its marketing strategies because market development, product development, etc take months for bigger business. There is also the issue of internal communication i.e. the larger the organisation, the more the need for communication and “buy in.”

Step 3 – The market structure. You should carefully evaluate your key competitors and other stakeholders like vendors, legal, social influence…so that you have a clear picture of what you’re up against. Every market is full of “noise” so must know where to make yours and how loud!

The old adage of failing to plan mostly meaning planning to fail is very true when it comes to effective marketing.

 

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