According to Hub Spot and adopted by all those who believe in the inbound marketing methodology, there are three steps in the buyer’s journey: Each of these stages are major opportunities for you as a marketer to nurture your potential customer by providing valuable content about the product and or problem they are trying to solve.
In this article, our marketing plan discussion will focus mostly on the digital marketing aspect, but the strategies and concepts can be expanded to encompass your entire marketing department.
Why You Need a Marketing Plan How to Structure Your Marketing Plan 5 Pre-Plan Research Steps How to Plan Your Marketing Strategy Free Marketing Plan Templates For today’s marketers, creating an integrated marketing plan that includes social media marketing, content marketing, email marketing and SEO — all tenets of a strong inbound marketing strategy — is necessary in order to attract and convert buyers in a digital age.
If you don’t know who you are, what you’re selling or who you’re selling to, you’re going to have a hard time convincing people to buy your product or service, never mind figuring out what tactical initiatives you should be working on. Start with researching your competitors and audience; examine your customers’ buying habits; and perform a SWOT analysis.
Below are steps that will help you lay a sturdy foundation for your tactical plans, and allow you to develop reasonable expectations and goals. Check Out the Competition In order to determine the likelihood of success and define your marketing strategy, you need to understand the competition.
Remember: You aren’t trying to catch every fish in the sea.
You’re only trying to catch the ones you want, the ones you are targeting because they have the strongest potential to turn into leads.Your marketing plan should be: Transparency is important when developing and finalizing the plan.By getting feedback from all departments and being clear on goals, your marketing plan is more likely to be of value and to be seen as a successful tool. What’s not useless is a fluid marketing plan that allows for change and is looked upon as a , not as a bible.Researching your competition first will also help you through the next step of performing a SWOT analysis.In the world of inbound marketing, there are a handful of strategies that can be useful when researching competitors.Using email and social media while surveying the content landscape will give you an immense amount of knowledge about your industry.Here are some quick tips to help you understand who you’re up against: For more on why these tactics are important, how to implement them and what data you can glean from them, read Competitor Research in an Inbound Marketing World. Perform a SWOT Analysis Standard to any business or marketing plan is the SWOT analysis.Try focusing on 4 or 5 main tactics for the year and create execution plans around these tactics.Keep in mind that your tactics may or may not be the same as your goals. to increase traffic by 50%) then your tactic would drill down more on how to get that result — and be as the name implies, more tactical.This is a crucial step in developing an inbound marketing plan.Creating buyer personas will help you understand: This information will help you to personalize your marketing materials so they are targeted and highly relevant to your audience segments.