By Horace Pena
Oftentimes businesses jump into marketing without any clear direction or strategy. More times than not, this is a costly mistake that can keep your business from growing. Before even attempting to create cool marketing media, it is advisable to produce a full marketing plan. But how do you do this and where do you start? We have listed 5 simple tips that should help you do this below.
1. Identify your target demographic
One of the first things you should outline in your marketing plan is your target demographic. The target demographic is your ideal customer. This is the person or people that bring revenue to your business. These are the people who are most likely to buy, or in some cases sell, your products/services. Without a clear demographic, your marketing strategies will be less focused, and result in wasted ad sped, losses in company resources (the time and effort to make everything), and steep opportunity cost (other things that money could’ve done for your business.) The demographic information should be as detailed as possible and include factors like: region, age group, financial status, likes, dislikes, search behavior (how they typically find and buy your products), how your competitors attract them.
2. Create strong and consistent branding
Once you’ve identified who your business needs to attract it’s now time to create a presence that will attract them. Branding should be a cornerstone of any marketing plan. Having a clear brand will help bring your marketing strategies together. It provides unity and ensures that customers can easily identify with your business. Branding elements include a company logo, color schemes, fonts, and tone of voice (company personality). You can create a business logo using a tool such as LogoCreator.io. Alternatively, you can manage color schemes and fonts using online platforms like Snappa. Language is more personal to your business, but you must develop a consistent tone across your marketing channels (think about your favorite brands and the kind of tones they use in their messaging). As part of your marketing plan, take the time to create a simple and clear brand that attracts and delights your target market. Establish a style guide and guiding company principles you can use to help create an effectivve tone.
3. Set clear goals for your marketing campaigns
When creating a marketing plan, you must have a clear idea of what you want to achieve. It is critical to set trackable goals for your marketing campaigns. These should be realistic, and laser-focused on driving revenue through targeting people at different levels of the marketing funnel (awareness > desire > purchase > retention). Trackable campaigns produce many benefits, while the easily identifiable benefit is revenue, we would argue a better benefit is data. You have just paid for user data that give you a deep dive into every aspect of your company – from ad copy and image design to the user-friendliness of your site, or even to the pricing structure of your products / services. The key is to look through that data and learn from it.
4. Review those campaigns and their success
As mentioned above, having marketing goals is an important part of the plan. It is also important to review your campaigns and see if the goals were achieved. You can then determine if the marketing campaign was successful. If it was, you can utilize aspects of the marketing again in future campaigns. If not, you can analyze areas where the marketing fell short. Here are some questions to help you identify where you need to put your focus:
- Did the ads get a lot of engagement? ( Look through impressions, clicks, and ctr to see if your images and messaging were effective)
- What did traffic do when they hit your website? (Look through sessions, bounce rate, duration, which pages they visited and what they did on those pages to see if your website is user friendly and designed to convert)
- What is your plan to retarget users who like you, but aren’t ready to convert just yet?
This ultimately helps your business make continual improvements. It also makes sure that your marketing should continue to improve.
5. Adapt to changing trends
Finally, your marketing plan and strategies must be adaptive. In today’s world of online business, the landscape is continually changing. What worked yesterday, may not necessarily work today. Trends change quickly and social media platforms like Tik Tok can often influence what works and what doesn’t. It is, therefore, necessary to adapt and change your marketing as necessary. You should strive to keep informed on the latest trends and understand what is popular and what isn’t. This will make sure you do not use outdated marketing methods.
Don’t flounder and create ineffective marketing! Planning should not be overlooked and it is a key aspect that can help improve the effectiveness of your marketing strategies. By planning, you can make sure that you are targeting the correct customers. Also, you can adapt to different market situations, and make sure that you can constantly improve your marketing campaigns.