What Is a Marketing Plan? Types and How to Write One
by Admin
Posted on 15-12-2022 12:53 AM
Content
marketing
is all about connecting with your
customer
base and potential buyers at every level of the funnel.
An effective content distribution strategy should take into consideration the types of content you want to publish and the ideal distribution channels for your potential
customers
at each stage of the
marketing
funnel. Another important thing to remember about content is consistency. Don't plan your content on social channels if you won't have the resources to be consistent with your posting. It's better to focus on fewer things and do them well. Content can include any valuable engagement you have with your audience, whether it's on your facebook, on a blog
post
, or in your
email marketing
.
Depending on how detailed you want your marketing plan to be, you can opt to craft a marketing plan for the whole year’s strategy or separate marketing plans for each individual channel you wish to target . Now let’s see the most common types of marketing plans you can create. Annual marketing plan (general marketing plan): these marketing plans let you see everything at a glance. From the company mission and usps to swot analysis and marketing channels, it contains everything you need. content marketing plan: a content marketing plan sheds light on the different tactics, strategies and campaigns you can use to help your business reach its goals content-wise.
To write your marketing plan, you need to consider six key questions about your product or service and how it’s positioned in the market. You’ll need to think about:.
Here's where you'll include the main points of your marketing and content strategy . Because there is a laundry list of content types and channels available to you today, you must choose wisely and explain how you'll use your content and channels in this section of your marketing plan. A content strategy should stipulate: which types of content you'll create. These can include blog posts, youtube videos, infographics, and ebooks. How much of it you'll create. You can describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on your workflow and the short-term goals you set for your content.
Although often used interchangeably, the terms “marketing plan” and “ marketing strategy ” do have some differences. Simply speaking, a marketing strategy presents what the business will do in order to reach a certain goal. A marketing plan outlines the specific daily, weekly, monthly or yearly activities that the marketing strategy calls for. A company ’s extended marketing strategy can be like this: return to table of contents types of marketing plans + 9 marketing plan examples depending on your marketing strategy and how granular you would like your marketing plan to be, you can either create a marketing plan for the whole year’s strategy or one separate marketing plan for each channel you would like to target.
Types of Marketing Plans
Depending on what you’re trying to accomplish, what your timeline is, or which facet of marketing you’re driving, you’ll create a different
type
of marketing
plan
.
Some different
types
of marketing plans include, but aren’t limited to:.
There are several different types of marketing plans you can use based on certain strategies that make sense for your organization. Your business will likely need a combination of the following marketing plans to create an effective, comprehensive marketing strategy: an advertising plan a search engine optimization plan a social media marketing plan depending on your product positioning, you may also want to niche marketing plans, like influencer marketing or video marketing.
Marketing plans are useful for communicating dates and deliverables to the team because they coordinate everyone around one timeline of work . You can create different types of marketing plans to reflect the type of work you are doing. You can also share a high-level view of the marketing plan with executives and other stakeholders to convey progress against the company goals. Many teams use marketing plan templates to create a repeatable planning process.
Tactical marketing plans align activities for a specific tactic to the marketing strategy. Tactical marketing plan examples: recommended reading: 113 types of content marketing you can add to your calendar now how to create a marketing plan here are some of the most common components of a marketing plan. If you’re curious, here is a full list of many (if not all) marketing plan components and elements you may consider when drafting your marketing plan outline.
How to Write a Marketing Plan
If you are running a brand and writing your own marketing plan, then you are in the right place . In this article, we will go through every step you need to write a marketing plan presentation that you can use with senior management. With this in mind, i will show you how to use our marketing plan template so you have the most amazing presentation. I have spent 25 years working on some of the best brands in the world. I’ll share every secret i know. To illustrate, you will see plenty of marketing plan examples (brand plan examples) for every type of business model.
Before you write a marketing plan, you need to find and understand your niche. Ask yourself who the specific demographic is that you’re targeting. For example, if your business sells 30-minute meals, then those who work traditional 9-to-5 jobs are likely in your market . Study that group of individuals to understand their struggles and learn how your business can solve the problem. Fyi: targeting your audience can drastically improve the effectiveness of your marketing efforts and help you avoid wasting resources on fruitless campaigns.
You will find that a lot of guides to writing a marketing plan are heavily laden with marketing jargon; buzzwords that may sound impressive, but upon closer inspection mean very little. This guide offers practical advice on how to write a marketing plan using plain english.
Write down the channels you sell through, and who is involved in selling through each step of the sales process. This is a good place to document whether this is an impulse or planned purchase. Additionally, describe the steps they take through each stage of the buying process and understand their buying criteria, this informs the content you can create and use in your marketing materials. Pricing - every customer has unique needs. In some cases, the price may not be an important criterion in the process. Is this true for your segment? what is your pricing model? is it tiered? are there discounts? make sure to include competitive pricing, the perceived value of your product or service compared to the price, services that you include in the price, and how the consumer trends could drive the price up or down.
Like anything in life, there is always opposition, so it would be smart to not only look at the opportunities but to also see realistic limitations to your business. Look for things that will affect your bottom line, limit your target audience or locational factors that can negatively affect your business. In my sample marketing plan, free people has to compete with the already existing bars people know and love. It is our job to write content, advertise and communicate with the community about how our bar and coffee shop is a different type of experience . When also looking at threats outside of competition, we also need to look at our target audience.
Marketing Plan vs. Business Plan
The next page is about the planning basis. This is broken into subsections. Business information : the first item is the business information, which is a high -level description of the strategy employed to market the project. The details will follow. Marketing goals: then you’ll want to list your marketing goals, which are the specifics in your marketing plan, such as tasks, quotes, etc. There’s an enclosed chart to help you collect these. You can also put kpis (key performance indicators) in there, but you’ll have a section to go into more detail later in the plan. Competitive analysis: a competitive analysis is where you list your competitors’ strengths and weaknesses.
There are a variety of different marketing plans that suit different businesses and different business needs. New product launch: this is a marketing plan that outlines how a new product will enter the market, who it will target, and in what way advertising will be done. social media : a social media marketing plan focuses on the advertising strategies on different social media platforms and how to engage with the users on these platforms. Time-based: time-based marketing plans, such as those that are executed quarterly or annually, focus on the time of the year, the current condition of the business, and the best strategies in that period.
Tell us what you want to achieve for your business so we can build you a customised home page and a personalised marketing plan with tips, guidance and resources for every step of the way.
A marketing plan is a document that lays out the marketing efforts of a business in an upcoming period, which is usually a year. It outlines the marketing strategy, promotional, and advertising activities planned for the period. Elements of a.
Ansoff matrix is a marketing planning tool that helps businesses when developing their product and market growth strategy. The matrix has 4 different growth strategies; market penetration, market development, product development, diversification.
Example of a Marketing Plan
A marketing plan can help keep your business focused on your goals. Here are five components of a successful marketing plan for enhanced business growth . What is a marketing plan? do you know how to create a marketing plan? good marketing fuels sales and growth, and good marketing takes strategy, planning and execution. So a marketing plan, and a good planning process to execute that plan, is vital for most businesses.
學會了你連電影看起來都有味道 註：本文內容參考了書籍： one page business strategy: streamline your business plan in four simple steps 、 good strategy bad strategy: the difference and why it matters 。其中one page business strategy裡面針對goal和objective的定義和我的定義相反，不過不影響整體概念。 想像個情景，你是個幹行銷的，今天去應徵一家賣電器的，老闆在面試的時候丟給你這麼一個問題： 你會怎麼來推廣我們家的電器？我們電器該怎麼進入市場？我們要怎麼提供銷量？ 抓了抓腦袋，你給了以下的答案： 1. 做個買二送一的活動 2. 跟著母親節做個限量紅色款，跟個熱點 3. 拍個爆紅的影片，像之前skoda的抖肩舞，或者是找howhow拍個業配， 4. 找偶像代言 好像有回答到問題，但是感覺又缺乏了什麼東西。你也知道這樣答案有點虛，但是又不知道怎麼樣去完善，然後再被問了更多，就打不出個所以然來： 為什麼要用這些方法啊？ 那…如果這些方法沒有用的話怎麼辦？ 簡單來說，這些答案只是戰術等級的思維，而不是一個較高層級的策略性思考。戰術等級通常會比較偏重在執行的維度，在這種高度做出來的marketing plan會多點開花卻不前後貫通，彼此推廣之間沒有個脈絡。相反的，站在策略性的高度做出來的plan卻是會非常有邏輯，整體規劃會非常嚴謹，會很明確的知道為什麼做ａ、ｂ、ｃ、ｄ、ｅ，以及失敗了該怎麼調整。 如果你還是對策略性思考沒有什麼概念，以下的文章可以幫助你起個頭… 首先先來了解兩個名詞： goal & objective。 兩個都可以翻譯成目標，但是實際上的意義有相當差別。goal，指的是一個比較宏觀、比較概念、相對前瞻性的目標，會推動整體公司往前；objective則比較小、比較具體、量化成份較高、被細化出來的標的。一般來說，goal有的時候太過宏觀，也太過抽像，不容易讓人體會也不知道該怎麼去執行，如果只是把goal列出來，反倒會讓人無所適從，所以需要輔以短時間內較有參考性、有可執行性的objective 換句話說，goal像個高高在上、遠在天邊的標的，objective像個比較觸手可及、有脈絡可循的milestones。當objectives一一達到時，goal也會隨之達成。例如： 2025年時，我們家的電器在台灣的市佔率要達到50%。 objective 1. 2022年我們要開出250家店面，150家在台北、台中、高雄 2. 2018年的營業額要達到五億台幣，並且每年以50%的速度成長 3. 我們要開出十條產品線，包含冷氣、電視、微波爐等 如果達到以上三點的objectives，就有可能達到前面設定的goal：250家店面才有可能賣出更多的產品，十條產品線才有辦法服務更多的人群、刺激銷量，而營業額的成長目標就更不言而諭了。 實際狀況因人而已，我這邊舉的goal的例子相對具體，在小公司、以銷售為導向的公司這種goal比較常見；有些公司較為成熟，所以他們的goal可能會是“2025年前，要在台灣被消費者信賴品牌中排名前三名”等更抽象的概念，此時所選擇的objetive就必須圍繞著這個goal，把這個抽象的概念更具體化。簡單來說，objective一定要比goal更小、更集中、更具體，如果上頭的goal是這麼抽象，那決策者就必須要去決定什麼樣的objectives達到了可以反應“被消費者信賴品牌中排名前三名”；另一方面，如果設定的goal太小，無法被底下的objective再細化，就可能代表思維程度不夠高，想得不夠遠或者是格局不夠大。 為什麼要這麼認識goal跟objective呢？因為考慮到這兩個元素之後，決策者才會從策略思考的高度和具體執行的低度兩方面具體去看待整個市場，做出來的planning才會有意義。 再來介紹另外兩個名詞：strategy & tactic。 strategy中文翻譯成戰略、策略，tactic則翻譯成戰術。簡單來說，strategy具體是為了goal的安排，所以同樣的也比較宏觀、思維層級比較高；tactic則相對具體、明確，具體是為了達到objective的手段。 說得更多一點，strategy的時間維度拉得很長，可能是半年到一年或更久，不容易也不可以輕易改變；tactic則時間比較短，具體執行可能是幾個禮拜到幾個月，最多半年到一年，並且會時時變化，並且會有具體的操作細節。兩者如果和前面提到的goal和objective配合，看起來就會是這樣： 2020年時，我們家的電器要在台灣50%的市佔率。 我們先從台北的大學生開始進入市場，因為年輕人對新品牌接受度高，並且傳播力強，加上台北的學校多學生也多，很多外宿的新生會需要購買新的電器。之後將一路拓展到中南部的學校，學生族群確定了之後再往更高年齡層去發展。 （插播） 雖然精煉下來strategy就這麼一兩句話，但是背後的含義其實不小，因為會牽動到背後的定價策略、產品策略、甚至是通路策略：因為鎖定了年輕人，所以價格不會高，包裝也可以大膽創新；也因為是學生，所以公司會優先規劃筆電、微波爐、冷氣、除濕機等產品，先暫緩烤箱、烘衣機等笨重型家電；而年輕人沒有逛實體店面的習慣，所以著重在線上平台的開發…等。 objective 1. 2019年在台北重點學校（台大、政大、師大等）的市佔率達到30%，年底出貨量三萬台 2. 2022年底要在拓展到北部所有學校，整體市佔率要達到30%，並且在重點學校的販售率達到50%，全年出貨量要在八萬台 3. 針對要成立一個個大學校的粉絲頁，裡面的活躍人數要有兩萬人、或者公司網站會員要有五萬人 4. 在大學做品牌調查時最少要有40%的人看過我們的宣傳 5. 營收的80%需要來自線上（展店250的規劃暫緩，因為年輕人沒有去實體店面消費的習慣） （插播） 因為strategy寫出來時會考慮到定價策略、產品策略、通路策略、甚至是鎖定客群，所以objective也會隨之調整。如以上objective所述，跟前一段的objective內容已經有所不同。 1. 和各院校的系學會/社團合作推廣 2. 徵招學校品牌大使 3. 推出“開學季”優惠或清寒學生折半方案 4. 贊助大學體育活動 5. 和補習班異業結盟、針對高三指考畢業完後的學生推廣 6. 到學生常出沒的ppt、facebook、line群洗版 兩者相比，strategy就是這麼宏觀，且看起來沒有什麼可執行的細節；tactic就是更具體，清晰到好像可以派給底下的實習生去操作一樣。 為什麼strategy和tactic的差別有這麼重要？因為strategy影響的是一個公司未來的方向，會具體決定接下來半年到一年的前進方向；而戰術是短時間的衝刺，可以隨時調整隨時改變，也必須隨時保持可變、靈活的特質。如果今天一家公司改變了strategy，代表著產品定位、鎖定客群、定價、通路安排等都會受到影響，因為strategy是配合著公司資源、公司願景、公司未來方向去訂定整個安排。 從goal到strategy到objective到tactic的邏輯會非常嚴謹，整套邏輯順下來之後，才是一個具體、可執行的計畫。 如果再配合 conversion funnel ，整個規劃下來會更縝密。如左圖，可以發現大部分的tactics都是增加awareness的人群，而供給interest和preference的動作卻很少。另外如果想要讓業績長紅一路到2025，回頭客也必須兼顧，所以針對conversion的人群也得增加。 這樣就結束了嗎？其實不是。goal、strategy、objective、tactic四個做下來其實是一個guiding principle，真正完整的planning還缺了兩個元素：現況分析、持續追蹤並優化的過程。和guiding principle搭配起來，就相當於以下： 對狀況分析 guiding principle 持續追蹤並且優化的過程 如果沒有針對現況做分析，整體的guiding principle其實沒有意義。這裡的對狀況分析其實就是前面提到的在規劃做出來前，決策者必須考量到公司資源、公司產品、公司發展方向、市場現況等狀況。如果只是直接丟出了一個規劃，缺乏任何事前的分析、策略怎麼套用的情境，就像不告訴你東西南北也不告訴你人在哪裡然後叫你往前走就可以一路走到台北一樣。 以及一個重要的概念是strategy~tactic不是亙古不變的，一個規劃一定要有追蹤並且優化的過程。就算邏輯再嚴謹，第一次推出的planning通常不會是最好的。再多歷練的高手也是得持續修改、持續精進，才能逐漸優化出最適合的方案，達到最好的效果。 整體搭配起來，才是一個完整的marketing planning。 所以回到一開始面試的答案，你現在會怎麼看這些回答？ 1. 做個買二送一推廣，就可以增加銷量了 2. 跟著母親節的活動做個限量粉紅色款，創造稀奇感 3. 拍個爆紅的影片，像個之前skoda的抖肩舞，名字傳出去後就好了。 4. 找個偶像代言，例如找那個howhow拍個推廣影片就可以刺激銷量了 以上的回答只能算是marketing planning中的guiding principle中的tactic，距離整體的planning其實還差得非常非常遠。 除了marketing plan，這套思維也可以應用在生活跟職場各個不同的層面。game of thrones有句台詞：i’ve won every battle, but i’m losing this war. 就是經典的strategy vs tactic層級的思考。 再推銷一次，我成立個粉絲頁啦，名字就叫做 名字沒想好 。因為我有很多好玩有趣詼諧的內容不適合以medium這麼正經八百的形式出現，所以另外成立了粉絲頁放上較輕鬆但是同樣有價值的內容。 往後內容主要是我這段期間在中國、美國、台灣的工作經驗。不管你幹不幹行銷、來不來自台灣、在不在創業公司待著、未來會不會出國工作，都希望會對你有幫助。因為想不出個驚天動地的名字，所以就姑且取作“名字沒想好”了，請多多關注唷😝😝😝😝 ----2.
A marketing plan is a business document outlining your marketing strategy and tactics. It's often focused on a specific period of time (i. E. Over the next 12 months) and covers a variety of marketing-related details, such as costs, goals, and action steps. But like your business plan , a marketing plan is not a static document. It needs to change and evolve as your business grows, and as new and changing marketing trends develop. Especially in today's changing world, you need to keep up-to-date on the best ways to reach and engage your market.
Where do you see your business going next quarter? next year? and if you’re involved in your company’s marketing efforts, how will you make sure your company reaches these goals ? if you don’t already have clear, well-defined answers to these questions, then you need to create a marketing plan. A good marketing plan serves as a map for your organization, leading you toward success. Keep reading to learn what makes a good marketing plan, and then use our marketing plan template to get started today. Marketing planning hierarchy example ( click on image to modify this template) use this marketing planning hierarchy template.
Using a well-defined marketing plan enables companies to scale their marketing tactics, goals and strategies , which in turn drives steady growth in the long run. As one of the main pillars for most businesses, marketing is also one of their biggest sources of expense. This is why spending a certain budget as productively as possible becomes a key concern for business owners and marketers . However, trying out different marketing initiatives without a clear plan leads to little or inconsistent success. To learn how to create a successful marketing plan that will help you grow your business strategically, here you’ll find a series of related resources, including a professionally-designed marketing timeline template that you can use for free .