Marketing plans are very useful for both SMEs and large companies. These documents, which are generally drawn up at the time a company is created, serve as a roadmap to determine the direction the company should take to promote its activity, and its products and, ultimately, attract customers. The following article details the main steps that any marketing plan should contain.
Steps to follow:
To prepare a good marketing plan, it is necessary to first know the situation of the company and its environment. In other words, analyze where the sector of activity in which you focus is tending, what is the economic situation of the profile of the client you are targeting, what product is going to be launched on the market, and what the competition is like.
Once a market study has been carried out specifying all the points mentioned in the previous section, objectives must be set. What do you want to achieve? Who do you plan to address, that is, who is the target audience? What are you going to do to achieve those goals? If nothing comes to mind firsthand, think and see what the audience does. Today, for example, it is no longer enough to simply make product offers. But it is essential to have an Internet presence and constant contact with the consumer.
When the objectives pursued have been achieved. It is when the company must take action and choose which actions it is going to launch to attract its target audience. These actions could be, for example, launching advertising on search engines, carrying out web positioning actions, boosting the company on social networks, making a corporate video, or introducing improvements to the company’s website.
If you opt for the option of creating or improving the website that the business already has, keep in mind that you must keep it updated. One of the mistakes that company managers make is betting on jumping into the digital divide. But not updating the corporate blog, the web, or social networks periodically.
The marketing plan must also include a strategy for measuring. And controlling the results of the different actions that have been previously proposed. On the Internet, it is easy to measure and control these results, since blogs, websites, and social networks have audience measurement systems, the number of times that what has been published on the Internet has been shared and. For example, the positioning of the company in search engines like ‘Google’.
If any of the above actions do not work, the company should always leave the door open to review the proposed marketing plan. Controlling the visibility of the actions carried out can help the company to realize which aspects should be promoted more. Because they are well-received by the public and should be reconsidered.