If you are going to do something, DO IT RIGHT! Make a plan. I’ve written many marketing plans for clients over the years. I’m always adapting the template to the times. Below is a recent online marketing plan outline that I have created and used. Prior to putting together the detailed plan (Step 3), it is best to do some industry research (Step 1), and scope out your branding and messaging (Step 2).
Step 1 – Research
Behind a good website is a PLAN that has good research. We like to work with clients to define their strategy first.
- Industry research
- Competitive analysis
- Determine your positioning
- Define your target customers
- Work through your sales funnel
- Develop your business strategy
Step 2 – Brand & Message
Now that you know who you are and who your customers are, you will find it easier to define your brand and messaging. At this early stage this may be a creative document that describes objectives, specifications and outlines the overall concept.
- Create your branding
- Write your messaging
Your business strategy and your brand and messaging are the framework for all your marketing initiatives including your marketing plan and website. All of your marketing tactics should be looked at together including your offline marketing and sales plan.
Step 3 – Sections of a Marketing Plan
- Description of your product or service
- Description of your target markets
- Competitive differentiators and unique selling proposition (USP)
- Proposed messaging
- Pricing, packaging and bundling strategies
- Content strategy (including blogging, PR and information marketing)
- Distribution strategy
- Sales strategy
- Customer retention plan including autoresponders
- Marketing strategies (promotions, advertising, SEM, SEO, social media, PPC)
- Marketing tools including website, landing pages, micro-sites, banners, pdf flyers, printed materials
- Marketing vehicles including social media
- Set-up activities
- Initial roll-out activities
- Ongoing marketing activities
- Projected sales volumes and margins
- Budget (set up, first year)
- Schedule
- Product development requirements
- Tracking and monitoring
Contact us for a free basic marketing audit or to discuss your next web project.
