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This article was co-written by Janet Peischel. Janet Peischel is an author and digital media expert and owner of Top of Mind Marketing. With over 15 years of experience, she develops online branding and content strategies for clients. Janet holds bachelor’s and master’s degrees from the University of Washington.
There are 14 references cited in this article that you can view at the bottom of the page.
This article has been viewed 23,170 times.
A marketing plan is a plan that fully outlines your marketing strategy for the coming year. In this plan, you will list the audience you want to market to, how to market, and strategies to engage with customers and drive sales. The goal of a marketing plan is to outline a plan to introduce your products and services to your target market.
Steps
Conduct situation analysis
- For example, you are the owner of a business that specializes in winter road maintenance, and you aim to increase your total revenue by 10% by attracting more contracts. Consider whether you have a marketing plan outlining how to attract this additional deal? If so, are they effective?
- Give specific and clear strengths and advantages that the client will get from working with you. This is called your company’s subjective score, and it’s what determines the level of customer satisfaction. [2] X Research Source
- Potential strengths could be low costs, excellent customer service, friendliness or speed. [3] X Research Sources
- Make yourself stand out from the competition. This could be tied to your strengths, or it could just be the business side of your company. But if you want customers to choose you over your competitors, then you’ll need to be able to answer the “why” question of customers choosing you. [4] X Research Sources
- In addition, you must also be aware of the company’s potential weaknesses and shortcomings, as this is also a subjective point that affects consumers. Once you’ve identified a weakness, you should start planning to address it. If not, that weakness will likely be a competitor’s strength. [5] X Research Sources
- Demographic research. You need to know the age, gender, location, and even income of the customer. You also need to understand customer psychology. For example, if you run a cleaning company, and your client is a large business, what do you need to know about the most highly rated cleaning service?
- Use official data from the government on the market and industry. You may have to look up key economic indicators like price and cost indexes, as well as employment statistics for your local, regional and city. [7] X Trusted Source US Small Business Administration Go to Source
- If your budget allows, you can consult with trade groups or organizations that conduct market research and analysis and industry trends in your business. [8] X Trusted Source US Small Business Administration Go to Source
- You should also research your competitors. The only way you can offer your customers something that your competitors can’t do is to know exactly what your competitors’ strengths are to attract customers. Does your competitor offer a better price? Faster turnaround time? If so, how did they accomplish that? Do they have a way to cut costs lower in the business plan? Knowing your competitors’ strengths and weaknesses is one of the best ways to help your business succeed. [9] X Research Source
- First, analyze market trends, such as observable changes in consumer needs, wants, and consumer expectations for companies like yours. [11] X Research Source
- Next, consider financial trends that might affect you, like an increase in virtual payment methods or the current rate of inflation. [12] X Research Source
- If you are a cleaning business owner and your customers are mainly large public institutions (such as government buildings), because of tight government finances, your customers You focus more on cost. Therefore, the business strategy (and marketing plan) should focus on providing quality service at the lowest price. [13] X Research Source
Research your strengths and weaknesses
- The content of the survey/questionnaire should be short and simple. Customers can fill in the content, but usually they won’t want to spend a lot of time and effort to fill it out. The content of the survey should be about as long as a piece of sticker paper or half a sheet of plain paper, but if you need more content, make sure it’s no longer than 2 pages. [15] X Research Source
- Consider short-answer questions rather than simple multiple-choice questions. You can combine several multiple-choice questions if you like, but keep an eye out for open-ended, specific questions like “What do you like best about our product/service? What do you like best?” What would you like us to improve on?” You can also ask some questions like “Would you recommend our product/service to a friend or colleague? Why yes/why not?” Through such questions can help you assess the satisfaction level of existing customers and gather information about your strengths and weaknesses.
- When sending survey letters, you must include both stamped, and stamped envelopes. Create favorable conditions for customers to easily participate in surveys as possible. [16] X Research Source
- Don’t forget to estimate both the cost of printing and the cost of mailing the survey, and if you decide to use this method you must include both in your current budget.
- In addition to annoying, annoying for the caller, the phone survey also has another disadvantage that you will not be able to get a written answer. If you plan to take the survey by phone, you will need someone to quickly write/retype your responses. As such, you may need to hire more staff to conduct surveys and write down customer feedback, then compile it into a spreadsheet or feedback checklist.
- Similar to a phone interview, in a personal interview you still have to write down customer comments, answers, and feedback. This difficulty is not what makes the plan ineffective or impossible; as long as you plan ahead if you decide to go this route.
Think marketing plan
- Note: the marketing objective must align with the primary business objective.
- When developing a marketing goal, you must make sure it is tangible and measurable. Otherwise, it will be difficult to analyze the revenue, and it may not be possible to find a clear approach and an effective strategy. [21] X Research Source
- Use results such as increased sales, increased units sold/manufactured, increased public awareness, or new customer accounts. [22] X Research Source
- For example, your goal might be “Increase new contracts by 10% or increase social media presence”.
- For example, you might choose to use social media, radio ads, signs, or handouts to reach a less likely audience. For potential customers who have been interested in or worked with you, it is possible for a salesperson to proactively contact you to convince you that your product or service and the best solution for the customer, after That member knows information about the customer you have researched.
- Holding an event in your business or in a store is a great way to attract sales. You can organize an event like dinner, social or any other event that impresses customers, encourages/unifies employees, or increases outreach to potential customers/consumers use. [25] X Research Sources
- Social media advertising is almost always successful. That’s because advertising programs will help promote your business and attract customers to your product or service. This type of contest can be run in-store or through social media and typically requires visiting your store or following your store on social media for some small “gifts”. [26] X Research Sources
- Consider giving short-term grants to reputable individuals or groups to use your product or service. Sponsorships can even be done entirely online through social media. While this is not an option that works for all businesses due to its cost, many businesses around the world have proven it to be a very effective option. [27] X Research Source
- Don’t underestimate the value of clever or eye-catching advertising. Finding people with a good voice and good looks to feature in marketing campaigns can help bring more efficiency. [28] X Research Sources
- Be active on social media to keep your business in the mind of your customers. Write a blog post or link about a problem a customer might be facing and offer your solution.
- Discussion topics, promotions, and surveys can be a way to get customers noticed for your business, and you can learn more about their interests to help your customer relationship more profound.
- Assess your current financial situation. Surely you want to have a realistic figure on your budget, which means you have to factor in what you can spend at the moment. Don’t invest too much money on a single project in the hope that your marketing plan will create a breakthrough in new business, because if your plan doesn’t work, you will be hurt. lose a lot of money. [30] X Research Source
- Start by breaking down your marketing budget and work it out. Find trusted ads that you know can have the highest success rate at reaching new customers. [31] X Research Source
- Don’t be afraid to deviate from the plan. If an area of advertising isn’t working (for example, newspaper ads aren’t reaching your target audience), try reallocating the time and money you’re investing in. enter that unsuccessful route into other, more effective areas than advertising media.
Write a marketing plan
- This is a great way for employees, advisors, and colleagues to get an overview of your plan.
- For example, a SMART goal would be “Increase total revenue in public sector clients by 10% by the end of 2016”
- In this section, you must describe your customer approach (such as attending trade shows, radio advertising, telemarketing, online advertising) and the general approach you will use to convince customers. Here, you should focus on the customer needs that you identify and how the USP’s unique selling point will help meet the customer’s needs.
- The key in this section is to be as specific as possible.
- For example, you might spend $5,000 on a trade show, $5,000 on radio ads, $200 on flyers, $1,000 on new promotions, and $2,000 on website optimization.
- Stay objective in your annual reviews. If an aspect is not working or if an individual is not meeting company standards, you may need to discuss why the score is not being achieved so well or why the employee is not meeting the standards. get his duty. Or, you may need to rethink your entire marketing plan if all goes wrong. And at this time, hiring an independent consultant is very useful and necessary. The consultant can review your plan and assess its success or failure, and can help you restructure your plan if needed.
Advice
- Remember to incorporate the needs and ideas of each department (and every employee, if you feel like it) into your marketing plan. It is also important to ensure that the marketing plan aligns with and aligns with the business plan and the company’s mission, vision, and core principles.
- If needed, in the Marketing Plan you can draw additional charts, graphs, etc. to explain or add details to the above sections.
Warning
- You should evaluate your marketing plan at least once a year to determine if your strategy is successful and re-evaluate the part that hasn’t.
- The key contributors to developing a marketing plan will always change. That’s because these factors change over time, so you need to keep your marketing plan up to date.
This article was co-written by Janet Peischel. Janet Peischel is an author and digital media expert and owner of Top of Mind Marketing. With over 15 years of experience, she develops online branding and content strategies for clients. Janet holds bachelor’s and master’s degrees from the University of Washington.
There are 14 references cited in this article that you can view at the bottom of the page.
This article has been viewed 23,170 times.
A marketing plan is a plan that fully outlines your marketing strategy for the coming year. In this plan, you will list the audience you want to market to, how to market, and strategies to engage with customers and drive sales. The goal of a marketing plan is to outline a plan to introduce your products and services to your target market.
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