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Nicole Martin, director of Pinpoint Marketing, says there are multiple benefits of having a marketing plan and suggests every business should have one going into 2016. In this article she shows how an implemented marketing plan using a variety of marketing techniques can AND does work.
I had a catch-up meeting with one of my customer’s recently to review what we had been doing, how this had worked and what to do going forward to maintain the growth of their business. I do this to ensure the marketing campaigns are working hard for them and to ensure that the customer gets a return on their investment into marketing. This is known as the ROI, the return on investment.
Over the last two or three months the customer I am referring to has brought in new business from all these tactical sources:
– Online marketing – their business website
– Email marketing – their monthly Newsletter
– Social media – their Linkedin profile, including posts and the new blog style tool
– PR – Pinpoint wrote and submitted a piece of advertorial, via an article on their industry, that got published online and in print with a national market leading magazine
– Word of mouth/referrals
This customer’s marketing plan has been measurable. And we know where and how the various marketing tactics have worked. This new business has a great ROI (return on investment) because it has brought in new leads and new business as well as generally raising awareness.
Why is marketing planning important to a business?
If you haven’t set any objectives for your company and your marketing activities, how can you decide at the end of the year if you have achieved what you set out to do?
Also if you don’t know where your leads or prospects are coming from then how can you know where to focus your time, budget and effort? The best way to implement marketing successfully into your company is to create a marketing plan.
What is a marketing plan?
This is the document in which you will decide your goals, learn about your market, determine who you are going to sell to, determine how you are going to sell, confirm your messaging to your potential customers, confirm your budget and set your business milestones to keep everything on track.
There are seven stages to a comprehensive marketing plan including:
– Objective Setting – set yourself goals
– Defining the messaging – what points do you want to convey to customers and leads
– Defining a strategy – how are you going to achieve your goals and get your message across
– Defining the target audience – who is it who buys or should buy your product or service. Who are you trying to reach?
– Developing the tactics
– Implementing the plan – how are you going to achieve your goals through plans? Such as advertising, PR, email marketing, online marketing, social media and so on
– Measuring and evaluation – follow up! Make sure you know your ROI (return on investment)
Good luck for a successful 2016!