How to create a marketing plan?

Marketing is now more present on the agenda for your organisation. In the age of technology, how do you make sure your marketing plan works for you? Here are few things to know

What is a Marketing Plan?

Marketing plans are usually considered as easy-to-understand documents depicting and summarising market knowledge with clear strategies to reach predefined business goals.

For the purpose of this blog post, we outlined the 4 essential components that you should include in your marketing plan before even going onto creating in-depth strategies for your different channels.

Assess the current situation:

  • Carry out an auditing of your resources.
  • Mauritius being multi-cultural, you will have to analyse the different market segments.
  • Do your SWOT and PESTLE analysis.
  • Analyse and understand the Mauritian competitive landscape of your industry.
  • Identify the needs, wants and issues that your target audience is facing.

Develop your marketing strategy, including:

  • Your business mission and vision
  • Your organisation long-term and short-term objectives.
  • Your marketing objectives.
  • A clear description of your target audience and market. Ideally, you should come up with a descriptive buyer persona.
  • Your unique value proposition.

Create your marketing guidelines:

  • Your creative brief which includes messaging, channels, constraints and support.
  • Your pricing strategy which greatly depends on your target audience and your positioning in the market.
  • The channels you identified.
  • Your promotion strategies.
  • Your promotion plans

Determine your measurements and controls as well as your milestones

  • Budgets and resources
  • Critical success factors
  • Key performance indicators
  • Your preferred technology solutions and platforms

Now, these can look like really technical terms and procedures, but they are essential into positioning your organization strongly upon your customers. After all, we all want to have customers who love us and of course – Love our brand.

The last point

Creating a marketing plan is not a static process. Indeed, as marketers go with the launch of a new product or service, it is important to measure and optimise the process. It is all about iteration to improve.

Jason is a digital marketer specialised in content marketing. He created the Purpose to Marketing model, helping organisations to create outstanding marketing strategies in Mauritius.

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