01892 570863

Sharp News

See our latest news articles

25/01/2017

Create a plan – and stick to it! Step 9 for developing an effective marketing strategy

 

 Effective marketing is not random or ad hoc; it is planned.  It’s also consistent.  So, if you want your marketing to deliver ROI, you need to plan both your activities and how you are going to deliver them.

 

The foundations for success

You shouldn’t start deciding what marketing activities you are going to undertake until you have established:

We’ve covered all of these steps in our earlier blogs, so if you haven’t already carried out this essential preliminary work, click on the links to understand the groundwork that you need to put in before you start your marketing campaigns.

Structuring your marketing plan

If you have followed all the steps above, you now have a clear idea of who you are trying to reach, how you can most effectively reach them, and how your business meets their pain and pleasure.  This means you are now in an informed position to draw up a strategic marketing plan built around the four Rs:

  • Right messages
  • Right audiences
  • Right voice
  • Right channels

Identifying the right channels  

Which channels you use to reach your ideal clients will depend upon where they are.  In today’s digital age, there are a myriad to choose from:

ONLINE
OFFLINE
FACE TO FACE
Website
Adverts (radio, TV, print)
Presentations
Blogs
Advertorials
Networking
Downloadable content (PDFs, ebooks)
Public relations
Speaking opportunities
Videos
Direct mail
Events
LinkedIn
Telemarketing
Exhibitions
Twitter
Printed materials (brochures, leaflets, flyers)
Pitch presentations
Facebook
Exhibition materials
 
Pinterest
Videos
 
Snapchat
Sponsorship
 
Google +
 
 
YouTube
 
 
Pay Per Click
 
 
Email campaigns
 
 
E-newsletters
 
 
White papers
 
 

Planning your activities   

There is a reason marketing professionals run campaigns; you are extremely unlikely to get (sufficient) take up from one ‘touch’, so you need to plan a campaign of activities that build on one another. 

It goes without saying that you need the basics – such as your website – in order first.  Presuming this is in place, your marketing plan might look something like this:

MARKETING PLAN
PHASE 1
Direct Mail
Merchandise
Research gifts + costs
Envelopes + costs
Postal costs
Brochure
Content: intro, why us, case studies, packages
Design + costs
Print + costs
Covering letter
 
PHASE 2
Telemarketing
 
 
PHASE 3
Email 1
Introductory offer
 
PHASE 4
Telemarketing
 
 
PHASE 5
Email 2
PDF 1 sent with email
 
PHASE 6
Telemarketing
 
 
PHASE 7
Email 3
PDF 2 available to download 
 
PHASE 8
Telemarketing
 
 
PHASE 9
Meeting
PowerPoint presentation
 
PHASE 10
Proposal
PDF proposal sent by email
 
PHASE 11
Follow-up calls
 
 
ONGOING
Social media to support the direct marketing activities

Executing your marketing plan

Within your plan, you need to establish who is going to be responsible for producing all the outputs and executing all the actions, and the schedule. 

It is particularly important with ongoing activities, such as social media, that you don’t let these fall by the wayside.  One of the biggest mistakes you can make is to let a social media account grind to a halt; the worst interpretation is that you have gone out of business.

If you define a marketing plan built around the 4 Rs – and stick to it – you have an effective basis for attracting and converting your ideal clients into your customers.

To discuss how Sharp Minds Communications can help with your marketing, email communications@sharpminds.agency

 

Want to know more? Read the rest of our series on developing an effective marketing strategy:
Step 1: Set your goals
Step 2: Set your budget
Step 3: Know your competition
Step 4: Know your clients
Step 5: Talk to your clients
Step 6: Know your clients’ pain and pleasure
Step 7: Know where your clients are
Step 8: Identify your messaging strategy

Back to news

Want to drive your business forward?

Contact us