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Synopsis

Lack of internal alignment, budget limitations, absence of innovation, broken data and inaccurate customer insights are some of the pain points that keep marketers up at night. The good news is that a solid marketing plan might be the answer to most of them. With our Marketing Plan deck, you can make your goals visible and measurable to minimize customer churn and maximize profits.

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51 questions and answers
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A marketing plan can be used to track progress towards marketing goals by making the goals visible and measurable. It provides a roadmap for achieving the set goals and allows for regular monitoring and evaluation of the progress. It helps in identifying any deviations from the plan and taking corrective actions promptly. It also helps in minimizing customer churn and maximizing profits.

Some common elements of a successful marketing plan include clear and measurable goals, a thorough understanding of the target audience, a comprehensive competitive analysis, detailed budget and resource allocation, innovative strategies, and a plan for tracking and measuring success.

A marketing plan can help in improving customer retention by making goals visible and measurable. It can address pain points such as lack of internal alignment, budget limitations, absence of innovation, broken data and inaccurate customer insights. By addressing these issues, a marketing plan can minimize customer churn and maximize profits.

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Slide highlights

Use this slide to communicate the results of your Segmentation, Targeting and Positioning (STP) research. This means talking about your strategy to Segment your market, Target your best customers and Position your offering.

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Introduce main marketing objectives (brand's defined goals) to your stakeholders with this slide. Make sure that your objectives are specific, measurable, achievable, relevant and time-bound. Also mention, how you'll will qualify them.

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Marketing executives are often challenged with justifying budgets to the company leadership. That is why discussing financial objectives is imperative. Talking about expenses upfront will better your chances of staying within the allocated budget.

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50 questions and answers
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A company can ensure that its marketing objectives are time-bound by setting clear deadlines for each objective. This involves defining the start and end dates for each marketing activity, and ensuring that these dates are realistic and achievable. Regular monitoring and evaluation of progress towards these objectives is also crucial. This can be done through regular meetings, reports, and use of project management tools.

Not discussing financial objectives in a marketing plan can lead to several potential consequences. It can result in overspending, as without clear financial objectives, it's easy to exceed the budget. It can also lead to a lack of accountability, as it's harder to measure success or failure without clear financial goals. Additionally, it can cause misalignment within the team, as different members may have different ideas about what the financial objectives should be. Finally, it can make it more difficult to justify the marketing budget to company leadership.

Examples of marketing objectives that are not specific, measurable, achievable, relevant or time-bound could include vague goals such as 'increase brand awareness', 'improve customer satisfaction', or 'enhance market presence'. These objectives lack specificity, measurability, achievability, relevance, and time-bound elements, making them ineffective for strategic planning.

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Overview

Strategic marketing plans focus on the marketing objectives and explain how marketing efforts will help the organization achieve its bigger goals. They also focus on the company's resources on reaching target customers and encouraging them to act.

Some of the most common marketing strategy plans are:

  • Quarterly Marketing Plan
  • Annual Marketing Plan
  • Paid Marketing Plan
  • Social Media Marketing Plan
  • Content Marketing Plan
  • New Product Launch Marketing Plan

Our Marketing Plan deck begins with an Executive Summary, then moves on to Environmental Analysis, Segmenting-Targeting-Positioning (STP) modeling, Market Base and Customers, Target Market Segmentation, Market Share and Competition, Strengths and Weaknesses Profile, Opportunities and Threats Analysis, Chance-Risk Analysis, Key Marketing Objectives, Marketing SMART Goals, Marketing Mix, Product Mix, Product Portfolio Analysis, Promotional Mix, Pricing Strategy, Marketing Communication Policy, Marketing Management Process, Personnel Requirements, Financial Requirements, Marketing Plan Rollout Timeline, Gantt Chart and, finally, a variety of Marketing KPI Dashboards to always keep your goals in check.

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50 questions and answers
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A marketing plan can help make an organization's goals measurable by setting clear, specific, and quantifiable objectives. These objectives are often set using the SMART (Specific, Measurable, Achievable, Relevant, Time-bound) framework. The plan also includes Key Performance Indicators (KPIs) that provide measurable outcomes to track the progress and effectiveness of the marketing strategies. Furthermore, tools like Gantt charts and timelines can be used to monitor the progress of the plan and ensure that the marketing activities are on track to achieve the set goals.

A marketing plan can help align an organization's vision with new opportunities by providing a clear roadmap for achieving the company's goals. It includes an analysis of the market environment, target market segmentation, and competition. It also outlines the company's strengths, weaknesses, opportunities, and threats (SWOT), as well as key marketing objectives and strategies. This comprehensive view allows the organization to identify and capitalize on new opportunities that align with its vision.

Marketing KPI Dashboards are tools used by marketers to track, analyze, and visualize key performance indicators (KPIs) related to their marketing efforts. They are important because they provide a quick overview of the company's marketing performance in various areas, enabling marketers to make informed decisions and strategize effectively.

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Application

"A marketing plan contains one or more marketing strategies. It is the framework from which all of your marketing strategies are created, and helps you connect each strategy back to a larger marketing operation and business goal," HubSpot team says. According to them, the below steps will help you put together a comprehensive marketing plan.

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A marketing plan can help improve the market analysis of a business by providing a framework for understanding the business's position in the market. It includes strategies that are designed to achieve specific business goals. These strategies are based on a thorough analysis of the market, including the competition, customer behavior, and market trends. This analysis helps in identifying opportunities and threats in the market, which can be addressed through the marketing plan. Thus, a marketing plan not only helps in improving the market analysis but also in aligning the marketing strategies with the business goals.

The best practices in creating a marketing plan include understanding your business goals, identifying your target audience, defining your marketing strategies, setting measurable objectives, and regularly reviewing and updating your plan.

A marketing plan can help improve the marketing mix of a business by providing a framework for creating and connecting marketing strategies. It allows businesses to align their marketing efforts with their larger business goals, ensuring that all elements of the marketing mix - product, price, place, and promotion - are effectively coordinated and targeted towards achieving these goals.

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  1. State your business's mission – a mission is specific to your marketing department, however, it should serve your business's main mission statement. "Be specific, but not too specific. You have plenty of space left in [your] marketing plan to elaborate on how you'll acquire new customers and accomplish this mission," HubSpot experts say.
  2. Determine the KPIs for this mission – describe how the department will track its mission's progress and determine your key performance indicators (KPIs).
  3. Identify your buyer personas – a buyer persona is a description of whom you want to attract, including age, sex, location, family size, job title and other details. "Each buyer persona should be a direct reflection of your business's customers and potential customers. Therefore, it's critical that business leaders all agree on what your buyer personas are," the experts say.
  4. Describe your content initiatives and strategies – include the main points of your marketing and content strategy here.
  5. Define your plan's omissions – a marketing plan's purpose is to explain what the marketing team is going to focus on and what the marketing team is not going to focus on. HubSpot team explains that omissions help to justify your mission, buyer personas, KPIs and content.
  6. Define your marketing budget – your strategy might leverage many free channels and platforms, but there are always hidden expenses to be accounted for, such as freelance fees, sponsorships or a new full-time marketing hire. Develop a marketing budget and outline each expense in this section of your marketing plan.
  7. Identify your competition – "part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one in this section," the experts say.
  8. Outline your plan's contributors and their responsibilities – explain who's doing what and assign tasks and make it clear which teams and team leaders are in charge of specific content types, channels, KPIs, etc.
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Expert advice

Top industry specialists shared enlightening tips with "Inc." magazine. Here are some of the most inspiring ones:

Andrew Pickering and Pete Gartland, co-founders of Andrew and Pete

"Spend 90% of your marketing efforts doing something remarkably well and 10% experimenting."

Jeff Sauer, founder of Data Driven U

"Take a step away from Google Analytics and go as low tech as possible; use a whiteboard or Excel to write down your objectives."

Emeric Ernoult, co-founder and CEO of Agorapulse

"Focus on monetization, retention and acquisition. Companies that focus on these key factors grow three times faster than those working solely on the acquisition. While the acquisition is important and seems easier, it isn't the driving factor of growth for most businesses. By spreading your energy across retention and monetization, you can reap the full benefits from current customers."

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Julia Bramble, social media strategist for Bramblebuzz

"Act more like a friend on social media. [...] Businesses must begin to share the tips and information that our friends need. That means sharing a funny story, asking questions, being empathetic, following up and raising a smile."

Ieva Zelca, CMO at Accuranker

"Experimenting with strategies can help strengthen the weak areas within your business, as long as you create actionable goals and record the new method's impact over time. It's important that you measure your results because, then, you'll learn more about what works for you and what doesn't."

Sarah-Jayne Gratton, technology futurist

"Keep an eye on artificial intelligence. Marketers need to be aware of how predictive analytics can understand and see the behavior in retail, or any aspect of the business."

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