Six essentials of a great business marketing plan

Here's how to get prospective customers interested in your business.

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In the business world, you may have heard the popular saying that goes, “If you fail to plan, you plan to fail.” Of all the various plans that you need to develop for the success of a business, the marketing plan could be considered as one of the most important. After all, if you don’t know how you’re going to market and sell your products/services, how will anyone know about them?

Six vital elements of a marketing plan

In order to develop a great marketing plan, here are some of the main components you need to focus on:

  1. Analysis of various market segments
    Your marketing plan should be clear about who the target audience for your business is. If you are planning to sell your products in different market segments, then a complete analysis of all the market segments should be available – also customers’ profiles from each of these segments. What are the factors that define your target market? Why will your products appeal to your audience? These are two vital questions that should be answered by your market analysis.
  1. Marketing goals and objectives
    While the ultimate objective of any marketing plan is to sell more products, there could also be other goals for marketing. For example, you may want your target audience to view your products or services in a certain light as opposed to another.You may want your prospective customers to perceive your products as a necessity rather than a luxury item. In this case, your marketing efforts will be aimed at such goals, which is why it is vital that your marketing plan lists all these objectives clearly. In addition to listing your marketing goals, you also need to mention how you are planning to achieve these goals through your marketing and promotional activities.
  1. Product details
    A good marketing plan needs to have as detailed a product description as possible. Not only the types of products you are selling as well as their features and benefits, but you also need to list the disadvantages and ways to counter these negatives. The brand name of your products, as well as any safety instructions that need to be followed when using the products should also be specified.Other necessary information that needs to be mentioned in this section of your marketing plan includes packaging information, warranties and guarantees that will be provided with the products, information relating to repair of damaged products and also customer support information.
  1. Pricing details
    No marketing plan is complete without adequate information regarding the pricing of products and services. The pricing strategy of the products should be mentioned, as well as the logic behind the pricing. You need to be clear why the pricing is competitive and how it will help to attract your customers. This section can also include information regarding discounts and rebates that you may offer with your products and services. If you plan to have annual sales or offer discounts based on seasonal events, you need to detail all this in your marketing plan.
  1. Marketing budget
    This will help you to determine your exact financial needs for thorough marketing and advertising of your products. Your marketing strategy is likely to be implemented in several phases. The budgetary requirements for each phase of marketing activities should be specified clearly. You should also offer a classification of advertising costs depending on which advertising media you are planning to utilize. Make sure that you create a budget for initial promotional activities when you first launch your products, as well as for continued advertising once you have established yourself in the market.
  1. Advertising channels
    Your marketing plan should clearly outline the various media that you will use for your advertising efforts. If you plan to use more than one advertising medium such as the internet, television, radio and print media – your plan should detail the different media clearly.One of the main points to remember here is that your marketing efforts should be aimed directly at your target audience. So, if you are selling a baby product, it would not make much sense to concentrate all your marketing efforts through a sports magazine, as not many mothers read them. Instead, you could look at advertising through women’s magazines and online baby related websites. Getting the targeted eyeballs you need is typically a lot more profitable.

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Updated October 18th, 2019
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