Marketing plans: they increase the revenue you may gain, improve visibility, and most importantly, give you an advantage over the competition. Built on campaigns and expanded through strategic deployment of content and activities, they contribute to the all-important brand image.
An integral part of (but not to be confused with) a business plan, a marketing plan has plenty of subtleties around it that can be easily confused with the requirements of a solid business plan. Here’s a few insights that can help you differentiate them - and ace that marketing strategy in the process.
It’s more people-centric.
One of the main structures of a marketing plan is that it revolves around people - no matter their role in your company, process, or operations. This facet relies on the importance of communication - whether or not the people who are involved with your brand understand the message that you are trying to convey through your marketing efforts. Discussing this with a business management consultant is an efficient way to identify these key people.
Consumers interact with your brand in a variety of ways that can vastly affect the success of your marketing plan. The key here is understanding your target audience and tailoring your strategies accordingly. However, you must understand that your goal is not to lock out buyers who don’t fit into your buyer persona. While your main focus will be the audience most likely to buy your products, you must not discount your wider audience at large. This is especially important for businesses that rely on seasonal sales or marketing around specific trends.
There’s a strong emphasis on current events.
Speaking of specific trends, another thing that differentiates a business plan from a marketing plan is a focus on the now. Business plans are about establishing a strategy that will oversee the growth and spread of your operations and finances for the foreseeable future of your business. Marketing plans often take into account current events and trends that affect both your brand and its target audience.
Since the point of a successful marketing plan is awareness, it’s important to integrate yourself with the now as often as you can. Brands that can keep themselves in the eyes of their audiences at all times (whether it be with a large or small impact) will continue to remain relevant in the ever-changing landscape of the industry.
Change is good.
The most important part of a marketing plan is flexibility. Taking into account the earlier insights, you can immediately understand that the option of leaving yourself an avenue to change your marketing plan on the fly is something that most business plans don’t share.
In the interests of consistency, there’s no need to change or shake up your marketing plan for the sake of doing something different every time - it’s just important to note that a marketing plan can and should adapt to what’s happening in the present, without compromising its brand goals and image along the way.
While certainly different from a business plan, marketing plans in themselves still require time, patience, commitment and strategy- regardless of industry or size. A sound marketing plan will allow you to stand out in your industry and remain visible in the eyes of your audience.
If you’re looking for more insights on how to improve marketing for your business, download our eBook Marketing Pillar here, or consult with us at myCEO today for advice on how to supercharge your business.