How to writing Marketing Plan

Writing Your Marketing Plan - An effective marketing plan doesn't have to be a massive document. I know that there’s a lot of information that needs to be presented, but (depending on the needs of your particular organization), you can present a lot of it in bullet points. It’s important that your audience (senior management, typically) get the gist of what you’re proposing, so presenting them with a novel-length document probably isn't the best way to go about it.

Marketing Plan
What is the marketing plan:
A marketing plan is a comprehensive blueprint which outlines an organization's overall marketing efforts. A marketing process can be realized by the marketing mix.
The marketing plan can function from two points: strategy and tactics. In most organizations, "strategic planning" is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead.
That said, you do need to include all the pertinent information in as much detail as is necessary. That means doing your homework ahead of time and a lot of it. Then you can decide how best to present each piece of data. Some information should be presented in text format; other information can be presented visually, typically in a table or graph. Use the format that works best for you.

It’s easy to get overwhelmed by all these details and lose sight of what you’re trying to achieve. To mitigate this, I like to think of a marketing plan as a discussion, writing the plan, then, simply entails documenting that discussion.

Here’s how I like to approach it. Imagine that you’re sitting in a coffeehouse or bar, talking with a colleague about your marketing activities. You talk your friend through what you’re doing and what you’d like to do, and that becomes your marketing plan. In the course of your conversation, you cover the following points:
  • Why you’re doing what you’re doing in just a sentence or two. (This is the Mission section of your plan.)
  • What’s happening in the market and with your company. (This is your Situational Analysis.)
  • What opportunities you think there are in the current market. (This is the Opportunities and Issues section.)
  • What you think you can accomplish with your web marketing activities. (These are your Goals and Objectives.)
  • How you plan to accomplish these goals. (This is the Marketing Strategy section.)
  • What specific activities you want to undertake. (This is your Action Plan.)
  • How much money you’ll need to spend to accomplish your goals. (This is the Budget section.)
That doesn't sound too daunting, does it? Just a normal conversation, something you can talk through in ten or fifteen minutes or so over a cup of coffee or bottle of beer. That’s all you need to do.
Creating your plan, then, is simply writing down what you’d say and then filling in few blanks and making it all look pretty. It doesn't have to be any more difficult than that.

Web.Marketing.Guide by Pearson Education


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