Advertising is very vital to getting your brand out there and eventually making sales but above all the first step to the success of any marketing is a plan.
A marketing plan is the first step to create a successful marketing program for your enterprise.
Like driving without a roadmap, a business without a marketing plan has no systematic approach to promote its brand to the target audience.
Importantly, a good marketing plan doesn’t have to be complicated and expensive for it to work. It should be well researched and implemented robustly to have the most significant impact.
7 Keys to successful marketing/advertising campaigns.
Determine Your Target Audience
Once you have narrowed down your target market, your next step is to get a detailed overview of who makes up that market. Creating a successful marketing plan requires a clear definition of the people you want to reach and convert to paying clients. Determine their demographics, needs, and preferences. This step will inform the strategies and channels you employ, your content direction, and your tone of voice. It also helps to determine your customer journey and critical touchpoints.
Create Marketing objectives
Once you have a clear grasp of your target audience, use your research to define your marketing goals. Marketing goals and marketing objectives should relate to your overall business goals. For example, a marketing goal could be to drive traffic to your website or increase lead generation, social engagement, or conversion.
With the target audience and marketing goals in mind, it’s now time to create robust marketing strategies and tactics. Typically, this is the heartbeat of your marketing plan that will influence how you reach your prospects and realize your goals.
Since you now know more about your target audience, create a strategy that enables you to reach them at different stages in their buying journey. Determine the channels and content that you can use to reach prospects in each awareness stage.
You should also find ways to tweak your marketing campaign so that it suits prospects already considering buying. While at it, determine the many touchpoints that you can harness, such as display advertising, investing in SEO, SEM, social media marketing, or email marketing.
Create Customer Relationship Management (CRM)
CRM is an integral factor in maintaining loyalty once you achieve a sustainable number of customers. Luckily, there are a variety of marketing planning software solutions available that can handle CRM for your organization.
Marketing planning software allows you to carry on marketing activities in-house while keeping your marketing spend lean. If you are working on a tight budget, consider cost-effective and straightforward actions, such as offering warranties and return policies, to keep existing customers satisfied and assured about the quality of the product post-purchase.
Determine Your Budget
If you cringe at the idea of spending money on marketing, we get it. Going through countless marketing options with variable pricing can feel overwhelming. However, paying a small fee to net clients that could use your product or services for life is worth all that trouble and investment.
Consequently, a marketing budget is a critical tool for your organization at any stage. You need to invest time and money for your marketing plan to work. When creating a budget, prioritize strategies that pay off in both the short term and the long run and allocate an adequate budget for those strategies.
Develop an Implementation Schedule
An implementation schedule is a timeline that details what marketing action will be done when and by whom. A good schedule includes the cost of each marketing activity and how it fits into the overall budget estimates for the entire campaign period.
When creating a schedule, determine if you have adequate resources such as staff, time, and money to accomplish the given tasks.
Having a snapshot of your brand’s current position is important. Situation analysis helps you identify what your brand is about, where your product or service stands in the market, and their unique selling point.
Start with an extensive audit of your industry to determine your market share and key competitors. Find out what your competitors are doing right and what they are doing wrong to help you improve your marketing plan and gain a competitive advantage.
A great situational analysis should give a quick overview of your brand’s strengths, weaknesses, opportunities, and threats.