Create a Business Marketing Plan

Digital Marketing Priorities 2013 Brought to you by:

7 Steps to create a marketing plan

Annmarie HanlonEvonomie®

Discover the 7 steps to create a marketing plan for your business, practical advice that works

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About Annmarie Hanlon

Trainer, consultant, adviser in digital marketing strategy & business development of social media

@annmariehanlon

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In 35 minutes

Top level steps from the Business Marketing Planning Guide

Worked through example marketing plan Lots of templates you can copy Questions at the end

Please interact using the BrightTALK buttons

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SOSTAC®

SOSTAC® is is a registered trade mark of PR Smith www.PRSmith.org

http://www.PRSmith.org/

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Example Business Plan

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POLL

What stage are you at? I have already created the marketing plan for my

business I am starting to create the marketing plan for my

business I have never created a marketing plan I created a marketing plan a while ago I’m just looking for ideas

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STEP 1. SITUATION ANALYSIS UNDERSTANDING YOUR CUSTOMERS



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1. Understand your customers

Why customer insights matter Resources to capture insights Know which questions to ask

Why didn’t you buy from us? Why did you choose us? Are you willing to recommend us? What else can we do for you?

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Software Company Marketing Plan

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STEP 2. SITUATION ANALYSIS MARKETING AUDIT: WHERE ARE WE NOW?



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2. Marketing audit Market definition Market size Industry

background Competitor analysis

Buying behaviours Current issues Global market Forecasts

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POLL

Do you know the approximate market value for your business?

Yes we know the exact value We have a fair idea Not really sure

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STEP 3. OBJECTIVES CREATE SUSTAINABLE OBJECTIVES: WHERE DO WE WANT TO GO?



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STEP 4. STRATEGY: SEGMENTING YOUR CUSTOMER BASE



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4. Segment your customers

Why bother? To create market niches To provide growth for mature markets To deliver more effective communication To make the business more efficient

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Ansoff Matrix

Use this to identify new business opportunities

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Product development: Moving from personalised cards to personalised mugs, drinks

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POLL

How many segments does your business have? I’m not sure We have 2 segments 3 to 4 More than 5

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STEP 5. STRATEGY: TARGETING NEW CUSTOMERS AND POSITIONING YOUR BUSINESS



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5. Target and position

Question Your responseFor (target customer)

Who (statement of need or opportunity)

The (name of product) is a (product category)

That (statement of key benefit - i.e. compelling reason to buyUnlike (primary competitive alternative)

Our product (statement of primary differentiation)

A Positioning Statement makes it easy to describe what your business does.

For manufacturers who want to save money TechChester’s Manufacturing Software manages the supplier ordering system more effectively.

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STEP 6. TACTICS AND ACTION CREATE YOUR MARKETING ACTION PLAN



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6. Create your action plan

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STEP 7. CONTROL – MONITOR, MANAGE AND IMPROVE



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Measurement techniques

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Tips to keep the plan moving

1. Start the plan today, not tomorrow.2. Appoint one person to monitor the entire plan.3. Hold regular review meetings.4. If you don’t do it today, your competitors will!5. If one item is difficult to start, move on.6. Each quarter, review actions and identify where

help is needed.7. Stick to the plan!

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Summary – questions please! 1. Understand your

customers 2. Marketing audit 3. Create

sustainable objectives

4. Segment your customers

5. Target and position

6. Create your action plan

7. Monitor, manage and improve

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Want more?

Our full 75 page guide includes:

• 30 Best Practice Tips

• 35 Strategy Recommendations

• Many templates

• 12 page worked example

• Checklists to share in your

business

SmartInsights.com

http://bit.ly/smartmarketingplans

http://www.smartinsights.com/guides/business-marketing-plan-guide/

http://bit.ly/smartmarketingplans

Create a Business Marketing Plan

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Transcript of Create a Business Marketing Plan