Four tricks to a successful marketing plan

Whenever the words ‘marketing plan’ are mentioned, the most common reaction we see is an impression of a rabbit caught in headlights. Followed by a look of determination that a plan isn’t going to beat you. However, It needn’t be something cumbersome. In fact, once you get going, it will all start fitting into place. A successful marketing plan can be the difference between a business succeeding in marketing, or not. And the size of the business is irrelevant here. A small business needs a working marketing plan just as much as a larger sone. So what are the elements that make it work? We’ve shared our four tricks below.

Strategy is key
Before you start your marketing plan, you need to define your marketing strategy. Who are your target customers? What is your key messaging? What makes you stand out from your competitors and how do you rank in comparison? What are your business goals and how are you hoping to achieve these through marketing? Answering these questions will not only help to make you more focused, but it will align your activities with your overall strategy. This ensures that your brand’s messaging and personality are reflected in everything that you do.

Be realistic
There’s no need to fill a marketing plan with everything but the kitchen sink. It’s about quality not quantity, as long as you’re consistent. Choose just one or two channels that fit with your target audience and make that a success before introducing another channel to the mix. Combine that with ‘owning’ an area of expertise that your audience is interested in and engaging with them, and you’re heading in the right direction. Consider your resources. Work out how many people and how much time you have at your disposal. You and your team need to invest in marketing for it to work, even if this means moving staff around and offering incentives for them to help with the marketing activity. Once you know what you have to work with, you can ensure the activities planned are manageable. If you plan to take on the marketing yourself, then make sure you use others around you for bouncing ideas, guidance and inspiration. Measure and review. A marketing plan is an ongoing project. It’s not something that’s done and dusted first time

Consider your resources
Work out how many people and how much time you have at your disposal. You and your team need to invest in marketing for it to work, even if this means moving staff around and offering incentives for them to help with the marketing activity. Once you know what you have to work with, you can ensure the activities planned are manageable. If you plan to take on the marketing yourself, then make sure you use others around you for bouncing ideas, guidance and inspiration.

Measure and review
A marketing plan is an ongoing project. It’s not something that’s done and dusted first time round, and never looked at again. You should be referring to the plan regularly, to keep you on track and motivated. Reviewing the plan in detail every six months means that you will have enough data to make an informed decision on what is and isn’t working. Apply your efforts to the activities that are getting you results and don’t waste time on the ones that aren’t.


Original article is taken from http://www.purpleyolk.co.uk/four-tricks-to-a-successful-marketing-plan/.

Purple Yolk was born out of a growing love for independent businesses and it was over a glass of wine in a family-run cafe on the outskirts of East London that the venture began. With a decade of marketing experience behind her, founder Nicole Lyons decided she wanted to use her knowledge to help put these small businesses on the map.

Purple Yolk now works with a number of small businesses and start-ups, helping them to understand and define their brand story, messaging and customers, in order to communicate with and reach the right people.

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