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This is a quick overview of the main points of the marketing plan. It should be a synopsis of what you have done, what you plan to do, and how you are going to get there. Your situation analysis details the context for your marketing efforts.


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In this section, you will take a close look at the internal and external factors that will influence your marketing strategy. Many companies do a SWOT analysis , which combines the external and internal analysis to summarize your strengths, weaknesses, opportunities, and threats. An effective marketing plan will help support the overall business strategy and goals.

Marketing Plan

In order to reach this sort of alignment, marketers must be clear on what these business objectives are and which aspects of them they can affect. These goals will tie into the overall business objectives, but they'll focus only on the portions of the business that marketing can influence. For instance, if an overall objective of a company is to increase revenue from repeat business by a certain percentage in the next year, then the related marketing goal might be to get a certain amount of customers to sign up for a rewards program each month.

The concept of target markets is one of the most basic, yet most important aspects of marketing. It is unrealistic to think that you can attract everyone, so you need to identify your ideal customers. What do they like? What don't they like? How old are they?

Where can you find them? Getting specific about your target market and segmenting it into even smaller groups for specific promotions can help you decide where to commit resources and what kinds of tactics and messages to use. Strategies are the approaches you want to take to achieve your marketing goals. What positions you as the one source clients or customers should turn to? What makes you different? What objectives do you want to accomplish?

The important part is to zone in on the milestones you want to reach throughout that year, whether it seems possible or not.

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I recommend taking each goal separately, and listing the related action items directly underneath it. This allows you to see exactly what needs to get done in order to push yourself toward that accomplishment. In your full-blown business plan, you detailed the entire financial side of your business. How much do you plan to spend on marketing and promotion throughout the next year, and how much will the action items you listed above cost you? Most importantly, where will this money come from?

Marketing Plan Template: Exactly What To Include

There you have it! As mentioned earlier, marketing plans vary from basic and simple to comprehensive and complex. This will be so helpful for me! I just started my blog today and have been looking for ways to help it grow and expand. Thanks for the awesome advice!

Benefits of the Marketing Planning Process

Nice useful breakdown. Thanks and will create a plan this week! Struggling with what the next step is to get traffic to my site, thanks for the step by step how to!

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I really needed to read this article. I think it is about that time to start treating it as my full time business so it can actually become that. Thanks Kat! Kari Pickler Hughes.

Marketing Plan: How to Get Started

This is a great article. Thanks so much. Kat Boogaard. Glad it was helpful to you, Kari! Nikki Laraja. Great strategy!


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