How to Write a Strategic Marketing Plan + FREE Marketing Plan Template
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How to Write a Strategic Marketing Plan + FREE Marketing Plan Template


according to legend sun tzu author of the
art of war said strategy without tactics is the slowest route to victory and
tactics without strategy is the noise before defeat so today I want to talk to
you about your marketing strategy so it’s a strategic marketing plan is an
essential part of growing your business and a reference point to consistently
market your business each day week month quarter and here and a strong marketing
strategy is a foundation of your marketing success if you don’t have a
strategy you won’t be able to measure your success and marketing without
strategy is like throwing mud at a wall and seeing what sticks there’s no plan
there’s no measurement it’s completely ad-hoc and random and in the vast
majority of cases ineffective so what is a strategic marketing plan so strategic
marketing plan is basically a document that takes you from where you are now to
a clearly defined point in the future it’s effectively a map that takes you
from where you are point a to your goal point B
the strategy gives you an idea of what you will achieve and the tactics that
support your strategy give you the hell so when you put your strategy and your
tactics together we have a strategic marketing plan so why of your marketing
plan is defined by your business’s vision and mission the aim of your
strategic marketing plan is to give a clear picture of what you are going to
achieve in your business in the chosen period now I recommend twelve months and
then keep you on track to achieve and maintain a steady flow of customers to
achieve your revenue and profit goals over the next 12 months or so so a
strategic marketing plan also gives everyone in your organization an
understanding of what you are aiming to achieve with your marketing your brand
positioning your target audience and the marketing projects that you are going to
undertake over the next 12 months to achieve your strategy so while it’s
tempting to not document your marketing plan you are 42% more likely to achieve
your goals if you write them down so by writing down your plan you’re almost
halfway there and I always recommend having a document to refer back to so in
this article I have tried to simplify the marketing planning process so that
it doesn’t become an overwhelming task a lot of the feedback from my clients is
that simply doing a marketing plan is scary and it has the perception as being
part of a business plan and people have a perception the business planning and
marketing planning huge tasks that will overwhelm their lives and if it’s
overwhelming it simply won’t get done in my experience or done and improperly set
aside so the aim for this exercise today’s exercise and there is a workbook
that you can download just look for the link this strategic marketing plan is
going to be something easy simple and fun because marketing is fun it’s a
living document and something that you are going to refer to regularly in your
business so that you know on track to reach your amazing goals so
the overview of what you’re going to create today either listening to this
podcast or video watching this video and pausing it as you go or just listening
to it and then working your way through the workbook and referring to the blog
post as you go so number one you’re gonna set yourself some goals for your
first strategic marketing plan I recommend as I said that twelve months
and then two you’re going to define your target audience know thy audience the
most important marketing tasks you will undertake in your business is defining
your dream clients number three is brand position defining your brand position of
where you are at and where you want to be they can often be two very different
things for your situational analysis so what are the internal and external
factors that affect your business number fine is defining your strategy so what
are your marketing strategies that you need to undertake to achieve your goals
number six tactical marketing mix what tactics and distribution channels are
you going to use to achieve your strategy number seven measurement how
are you going to measure your success because you don’t measure your success
you can’t celebrate your success so number one how to write your strategic
marketing plan set your 12-month goals so by documenting your goals you have an
endpoint you are trying to reach in a specific measurable and timely way I
love a SMART goal so aim for growth that is reachable but still a challenge we
like to call these stretch goals because if you aim for the moon and what is it
aim for the moon reach the Stars we’re halfway there create seven day one month
three months and six-month milestones to make your goals more digestible and to
ensure that your goals tie in with your business’s vision and mission and so
select some qualitative and quantitative goals and write them down in
workbook they can be things like we’re going to increase website traffic by 20%
we’re going to increase engagement on our Instagram page or other things like
that that will lead you to increase your sales in your business so other things
can be creating a blog post every single week not like me
it’s Braddock so write them down in your workbook to target audience the next
step obviously in your successful marketing plan is to know your audience
so knowing who you are talking to their motivations their fears their
aspirations and their inspiration is the foundational piece that I find is often
missing from many small marketing plans we love to gloss over our target
audience and we forget that they are the people that we’re talking to they are
the most important people in our business so if you haven’t completed any
audience research I strongly recommend that you download my dream client
workbook it’s free and the meticulously work through that piece of your
marketing puzzle it makes everything a lot easier and a lot clearer and you
always have in mind who you are talking to which makes everything easier every
social media post every blog post the copy on your website the images you
select everything you know who you’re talking to so define your target
audience or your buyer persona in the workbook and if you have more than one
buyer persona which many people do in their business choose your favorite type
of customer to work with first because they’re the most enjoyable customers and
they’re our favourites so I call these gorgeous humans my dream clients three
brand position your brand positioning contextualizes your brand to your dream
clients so where are you in the market right now what differentiates you from
your competitors how why do your target audience choose
you over your competitors how is your brand perceived in your market
and how is it different where you want your business to be perceived you might
currently be attracting clients who are looking for a budget service and you
want to start working with clients who are more high-end that will definitely
affect how you need to create all of your marketing or your collateral or
your social media posts and you can make this shift but you need to be clear on
who it is you want to attract because we’re not trying to shut our business
down people’s throats in a very old-school salesy kind of way we’re
trying to attract these gorgeous people into our lives and into our business we
want them to want to be working with us so this all contributes all these
questions and the answers will all contribute to your position in the
market in which you operate or how your brand sits in your customers minds next
you’re going to do your situational analysis or your SWOT analysis so SWOT
is perceived as pretty old-school marketing and it is but the reason it
has persisted is that it gives you a new perspective of how your brand is
perceived in the market and the more we understand how our brand is perceived in
the market the more we understand what goes through our dream clients Minds
when they are making the purchasing decision
it’s a SWOT is an acronym it stands for strengths weaknesses opportunities and
threats and a SWOT analysis will help you understand internal and external
factors that affect your business and your marketing now swats are old-school
but they are really useful way to get a bird’s-eye view of your business and any
internal and external factors that affect your performance growth and
ultimately profits or revenue so the SWOT analysis process is a brainstorming
technique and it’s designed to help you understand what might differentiate you
from your competition what resources you have to execute upon any opportunities
that might come your way and in the same breath the SWOT framework will help you
understand what might prevent you from seizing on an
opportunity so the four areas it encompasses a device to help you explore
internal and external factors so your internal are your resources so your
strengths weaknesses and the external is your market your competition any
government or environmental factors you know change of government things happen
things change opportunities and threats your external factors there so the
questions you need to answer what are your strengths compared to your
competitors what are your weaknesses compared to your competitors
what external opportunities are likely to come up in the next 12 months for
your business and what external threats are likely to arise in the next twelve
months so reflecting on your analysis of your target audience your brand position
and your SWOT analysis you’re going to create some marketing strategies so have
a look at the goals you set in step one and work out one of the most
realistically achievable or important goals that you have identified and
choose the top three to five of these and these will become your marketing
strategies for the next 12 months so write them down in your workbook
you might want to expand refine or define means a bit further and now we’re
going to define your tactical marketing mix so if one of your strategies is to
create is to increase customer retention and repeat sales how will you do this
what are the actual executable actions that you are going to undertake to
achieve this strategy so the answer to this question forms the nuts and bolts
of your tactical marketing plan on your marketing mix so ask yourself what
marketing activities am I going to use to achieve my goals so for each of your
strategies identify some tactics that you can use to achieve your goals think
about the main drivers of sales in your business and set yourself some goals
so every time you identify a tactic you must consider how is this going to
achieve help me to achieve my strategy so focus on the money-making activities
first well you may love Instagram as I do and Pinterest if it’s not driving
traffic to your website or generating inquiries and sales it goes way down the
list think about you I mentioned earlier that you were gonna set a goal of
increasing website traffic by 20% there’s a whole lot of things executable
actions that go around that you can have a look at your site speed because if
your site speed is high every second I think decreases the likelihood of
someone going to your site by 7% don’t quote me on that you can look at your
search engine optimization and really drill down on that you can look at all
sorts of site performance areas so have a think about that in terms of it’s not
just driving traffic it’s also the helping traffic actually get to your
site or you might have a really poorly designed site that people might get to
or click off anyway you want to see also if you’re driving traffic you want
people to take action when they’re there so have a think about what actions you
can take or what tactics you can include in what’s the word anyway even what
tactics you can undertake to keep people on your site or get their email address
or get them to take some sort of action like to contact you or make a phone call
or have another way of getting in contact with you to further that
relationship so think about all the steps that people will take so if your
strategy is for example to increase customer attention and repeat sales your
tactics could include creating a customer loyalty discount program that’s
time bound you know make a purchase in the next seven days and get a 10%
discount create an email follow-up sequence customers who have made a
purchase with another relevant product or workout the average time it takes
someone to you that pure product and then make sure
that you contact them at that point I mean I know I use o create a
subscription-based service I know I use no pong deodorant it’s brilliant natural
deodorant they have a subscription service they have an email that they
contact you you know it takes about a month to use a ten for example that they
make sure that they contact you in that time all these little things can
increase your customer attention in European sales and if you examine these
things because it’s easier to keep a customer than it is to get a new one so
think about all these things that you do with your customers or you could do with
your customers to create a repeat sale sounds simple enough so have a look at
strategies make sure they’re in line with the money-making activities that
you have in your business and write down your marketing tactics for each strategy
in your workbook I’m gonna mention my favorite favorite planning tool here I
map out my entire marketing strategy in a tool called airtable which I
absolutely love there’s an app I use on my iPad it’s sort of like a cross
between Excel and Trello so you can have the spreadsheet type layer or you can
have that Kanban type layer so I got all my core content my social media posts my
Facebook groups everything in air table anyway number
seven the last step is measurement so how will you know if you are achieving
your goals if you don’t measure them so I mentioned creating seven-day 30-day
three months and six-month goals and so identify some key performance indicators
KPIs or measurements that you can track to ensure that you are getting good
return on investment ROI on your marketing so you can go woohoo and give
yourself a little high five every time you achieve your goal and go
and buy yourself an espresso martini or a bottle of champagne or a massage or
whatever you want another fun thing that you can do is when you have those big
milestones is set yourself a reward I love a reward
this this Marla bead was necklace was a reward for a big project anyway so if
one of your tactics as I said was to increase your website traffic improve
your SEO just make sure you have all the tools in place so you can do your
measurements so for example SEO you’d have Google Analytics in place make sure
you have a way to measure because otherwise you won’t know if you’re on
track so know these KPIs in your workbooks with your tactics and your
strategies and that’s it strategic marketing plan smashed so I hope you
have really excited by your goals and brimming with ideas on how you are going
to make these a reality so don’t forget to download the workbook and if you need
more help I am relaunching my DIY marketing course
very very soon where you will learn everything you need to know to market
your business effectively so click on the link to sign up to be no obligation
weightless there is absolutely no obligation and you will stay up to date
with what is happening with magny-cours and I hope you found this post helpful
let me know if you have any questions or comments and I hope you have a fabulous
day

About Ralph Robinson

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