How to Structure Your Marketing Plan
List you’re Goals first
while developing goals may not be the first step you actually take when forming your marketing plan, listing them first on your final marketing plan document sets the stage for everything to come.
Explain Your Research
Research will be the foundation of your marketing plan and should include:
1. Competitive Analysis: for this firstly you have to analysis your competitor strength .then you decided to your plan.
2. SWOT Analysis – This is an analysis of your company’s strengths, weaknesses, opportunities and threats, standard to any business or marketing plan.
3. Understanding Your Buyer Personas – This will include the demographics of the buyers you are targeting as well as include any personas you want to avoid.
4. Learning Your Buyers’ Buying Cycle – Understanding how, when, where and why your target market buys is key to converting leads.
Explain Your Strategy
Once you have a clear grip on the landscape and understand your buyers, it’s time to explain the strategy. This phase includes:
1. Defining Your Goals
2. Knowing Your USP (unique selling proposition)
3. Ensuring You Have a Strong Brand
4. Making Sure You Have an Optimized Website
5. Creating Kick-Ass Content
6. Defining Your Distribution Channels (email, social, etc.)
7. Having an SEO Strategy
Define KPIs and Measurement Methods
After all the heavy lifting is complete, your strategy is in place and you have begun pulling together and implementing your tactical plans, it’s time to measure. In fact, even before you have implemented your strategy you should be measuring to establish your baseline. What have you done in the past and what were the results? How can those strategies shift to improve ROI? Measurement should be done before, during and after — throughout the year, on a monthly or even weekly basis — to ensure your plans are showing positive results and to shift them if they’re not.
List Overarching Strategy and Tactical Plans
Having tactical plans and calendars gives life to your ideas and strategy. Try focusing on 4 or 5 main tactics for the year and create execution plans around these tactics. Keep in mind that your tactics may or may not be the same as your goals. If your goals are high-level, i.e. to increase traffic by 50%, then your tactic would drill down more on how to get that result — and be as the name implies, more tactical