Whether you’re an online business looking to expand your reach or you own a bricks and mortar store that wants to impress new and existing customers, a good marketing plan matters.

For businesses of all sizes and niches, a carefully curated, highly researched plan is a crucial part of the wider marketing puzzle. With a marketing plan in tow, you can reposition your brand for better success both now and long into the future. A marketing plan helps you target audiences in a smarter way and connect with them through the right channels at exactly the right time to convert browsers into fully-fledged customers.

But what should a good marketing plan include? And how do you even begin to start writing a plan that works for your business? Here we answer these very questions by discussing the elements that should be covered in every business marketing plan.

Your market

Every good marketing plan is built on a solid understanding of the market and target audience. Whilst you may think you know your market pretty well, refreshing your knowledge from time-to-time certainly helps, especially as every market is subject to changing trends and consumer behaviours.

Research your market in depth to ensure you have a clear idea of what’s going on within your sector right now. From here, you can define your target market and the customers it serves before going onto work on a strategy that will truly resonate with your audience.

Your offering

Bringing your product or service in line with what your target market and audience wants and needs is your next step. Every change to your product or service should be based on fact, analysis and experience, and that’s where your market research will come in.

By repositioning your product or service and wider brand for better success in your target market, you can plan and manage your internal and external resources more effectively and efficiently. Consider the pricing, positioning and marketing budget when redefining your products or services with your audience and market in mind.

Your competition

You can learn a lot from your fellow businesses, including what works and what doesn’t within your target market. Use competitor research wisely to craft a marketing strategy that will be better received by new and existing customers alike.

Your goals

Setting goals and objectives is a vital part of your marketing plan. By using these goals, and smaller milestones, throughout your marketing strategy, you can measure success and adapt your campaign accordingly.

Your strategy

Now it’s time to define exactly how you’ll achieve these goals and reach these milestones. Your strategy can involve various marketing tactics, including social media marketing, PPC and other paid advertising, and content marketing.

Remember, no marketing plan should be set in stone. Your strategy and associated campaigns should be continuously monitored, reviewed and amended to ensure success.

Need help writing a marketing plan that works for your business and budget? Contact me today to discuss your ambitions.