The executive summary tells readers about the company’s growth, and how they are about to overtake one of their competitors. Firms that are successful in marketing invariably start with a marketing plan. Presentation is especially important if you’re presenting your marketing plan to investors, or if you need to convince your boss to approve your requested budget. The first step is to organize your flow into distinct steps. A marketing plan details everything you need to know in order to successfully promote your business. Even so, there are standard components you just can’t do without. It’s something you can learn to do with a tool like GrowthBar. For example, if … It can also be helpful to visualize each step using different shapes, or attaching an icon to each step. For example, a business plan could involve the development, selling, and distribution of a product. A project roadmap visualizes the timeline of your product with individual tasks. Knowing your target audience is one of the most fundamental steps that every marketing team should take before making any marketing decisions. A company’s business goals shape its strategy. Putting in the extra bit of effort to use visuals will not only make your marketing plan more engaging, it will also make it easier for readers to retain information. Without the correct metrics to assess the impact of outreach and marketing efforts, an organization will not know which campaigns to repeat and which ones to drop; maintaining ineffective initiatives will unnecessarily increase marketing costs. Market research is when a company uses surveys, product tests, and focus groups to research and assess the viability of a new product or service. Then, you will need to compile your user data into a user persona guide. With Venngage’s extensive catalog of marketing plan templates, creating your marketing plan isn’t going to be hard or tedious. Marketing strategy vs. marketing plan. Next, on the marketing plan checklist, we have the competitor research section. One of the best ways to get people excited to read your marketing plan is with a well written executive summary. Your pricing and positioning strategy must be aligned. Recent Posts. are an effective way to show how a strategy with many moving parts ties together. Marketing plans are often written when a company plans to move into a new market. The executive summary also sets the tone for your marketing plan. Whether you’re a team trying to set smarter marketing goals, a consultant trying to set your client in the right direction, or a one-person team hustling it out, a sound marketing plan shows that your strategies are backed up by research and data. Like the other sections of your marketing plan, you can choose how in-depth you want to go. This is an opportunity to get creative with your page design. LEvery marketing plan has to fit the needs and situation. The folks over at, Interviewing your users (either in person or on the phone), Researching other businesses in the same industry, Then, you will need to compile your user data into a, What their marketing strategy is (this will probably revolve some reverse-engineering), Their yearly growth (you will probably need to use a marketing tool like, The number of customers they have & their user personas, Research their strengths and weaknesses in all parts of their company, and you will find some great opportunities. It’s pretty hard to plan for the future if you don’t know where your business stands right now. Using the same font styles for your headers, body text, and accent text (generally, try to stick to only using 2-3 different font styles in one report), Using the same color scheme throughout your plan, and using the same colors for specific types of information (ex. Without a proper and effective marketing, no success is possible because marketing is the Continue Reading. Remember to clearly label each step and to use symbols like lines or arrows to indicate the direction in which the flow should be read. For example, a pie chart can put into perspective where the bulk of your traffic is coming from: A stacked bar would also work well to visualize this information. If digital ads are performing better than expected, for example, the budget for a campaign can be adjusted to fund a higher performing platform or the company can initiate a new budget. In this marketing plan example, some high-level research is outlined for 3 competing brands: But you could take a deeper dive into different facets of your competitors’ strategies. To grow your business, you need a marketing plan. Once again, it’s easier to communicate your information to your team or clients using visuals. Answering these questions will take lots of research, but it’s essential information to get. The marketing plan is based on this value proposition to the customer. Key performance indicators (KPIs) you will be tracking. Before we do anything at Venngage, we find the baselines so we can compare future results to something. A description of your business’s target market and customer needs. How Market Penetration is Used by Companies to Gain Market Share, What Market Research Tells Companies About New Products and Services, Value Proposition: Why Consumers Should Buy a Product or Use a Service. For example, take a look at the goals page in the marketing plan below: They not only identify a specific metric in each of their goals, they also set a timeline for when they will be increased. A marketing plan is related directly to the marketing of a product or business. You can incorporate photos seamlessly into your page design by using image frames. That’s why while you could use the same page layout throughout your whole plan, it’s a good idea to vary your page design. A project roadmap visualizes the timeline of your product with individual tasks. The value proposition is the overall promise of value to be delivered to the customer and is a statement that appears front and center of the company website or any branding materials. A business plan involves every aspect of the given business in order to further their success. Your marketing strategy section may need to take up a few pages to explain, like in the example below: With all of this information, even someone from the Dev team would know what the marketing team was working on. Many people use the two terms interchangeably, but their meanings are quite different. Yeah, me too. The plan identifies the target market, the value proposition of the brand or the product, the campaigns to be initiated, and the metrics to be used to assess the effectiveness of marketing initiatives. You can also use icons to emphasize and differentiate between channels, like in this marketing plan slide: Take a look at how charts, icons and color coding make it easy to scan this marketing agenda presentation for information about specific channels: Generally, it’s good practice to stick to one topic per page. Mind maps are an effective way to show how a strategy with many moving parts ties together. The plan should focus on the creation, timing, and placement of specific campaigns and include the metrics that will measure the outcomes of marketing efforts. After pulling all the contextual information and relevant metrics into your marketing plan, it’s time to break down your marketing strategy.