A marketing plan considers the value proposition of a business and sets out the schedule for a period. Market research is often the basis for the identification of the target audience and the channels to be used, for example, radio, social media, online ads, and regional TV advertising spots. The marketing plan includes the rationale for decisions and describes the overall marketing strategy. The plan should focus on the creation, timing and placement of specific campaigns and how the outcomes will be measured.
IBM. I never thought I'd say this, but the evidence is irrefutable. When Big Blue avoided bankruptcy by combining its hardware, software and consulting businesses to become the world's first vertically integrated IT services e-everything company, by creating a ginormous market out of thin air, IBM (IBM) became a de facto marketing company and an awesome one at that. After all, who doesn't want a smarter planet?
Adlicious is an independent media agency located in Germany and New York, NY. Founded in 2013, Adlicious is comprised of nearly 20 marketing experts, data strategists, and statisticians. By offering marketers advanced digital advertising solutions, Adlicious helps its clients overcome the boundaries of conventional market research to better understand customer behavior before embarking on a marketing campaign. Other services offered include media planning and buying, branding, and social media marketing.
Knowing these big goals will also facilitate backing out the math. How much marketing will be needed to get to your biggest goals? You probably don’t have the budget to achieve that on day one. So, break it up into milestones, and identify the marketing needed to get you to each marker on the journey. One of the first will be hitting that crucial breakeven point, and paying your founding team enough to be able to afford to stay in business, and enjoy it.
In the world of social media it pays to have an overall strategy that is tweaked depending on the social channel you are working in. For example, the way you market on Twitter will differ from the way you market on LinkedIn or Facebook. They are different sites with different purposes and your messaging needs to reflect that. One strategy, however, that does work across them all is using photographs. Posts with pictures get higher clicks and engagement across the board. And because social media is all about getting your content and your messaging seen, timing is important. According to sumall.com the key is to catch people in their downtime, early in the morning, on their breaks or at night. Here is what they recommend for timing:
Your tactics section should include all the actionable steps you plan to take for advertising, public relations, direct mail, trade shows and special promotions. You can use a paper calendar to schedule your tactics or use a contact manager or spreadsheet program--what matters most is that you stick to your schedule and follow through. A plan on paper is only useful if it's put into action.
Marketing companies can help your business develop a marketing strategy, plan and manage campaigns, or provide specific services, such as telemarketing or market research. You can retain their services for a specific project or hire them on a retainer basis to assist you over a period of time. You can also hire individual consultants or freelancers with specialist marketing skills to plan and manage projects.
Explain how the pricing of your product or service is competitive. For instance, if the price you plan to charge is lower, why are you able to do this? If it's higher, why would your customer be willing to pay more? This is where the "strategy" part of the pricing strategy comes into play; will your business be more competitive if you charge more, less, or the same as your competitors and why?
"SoMe went far and above any agency I have worked with. They were ready to stop by whenever our owner needed clarification or wanted to meet face to face with them ...They were always willing to do what it took to make our team feel at ease and help us understand that if you did need to do something last minute, they were always very responsive and on the ball with that." - Marketing Director, Dining & Entertainment Venue
Direct marketing companies help you plan and manage direct mail campaigns. They can provide with you mailing lists that match your target market. They design and write direct mail letters or develop creative mailing items. Direct marketing companies also handle the tasks of mailing the items on your behalf and measuring the response to the campaign.
If you have become skilled in digital marketing (paid specifically) you can essentially run ads for most businesses. However, you need to learn the target market and how to formulate effective messaging. This can take a lot of time when the business is unfamiliar or abstract to what you are used to working with, which inevitably causes issues early on if things aren’t going so well.
Engage local influencers. Professional Houston athletes such as Astros players or former Oilers players, local celebrities and influencers can help you get the word out online about your business. Reach out to them and if you know someone who can make an introduction, you may get a great photo op for your social media pages. Ask your happy clients if they know any prominent Houston locals, and see if there is opportunity there!
As you search, cut and paste the results into a spreadsheet. (I have found that in Excel it works best to copy the results from the Overture Keyword Tool and then using paste special and then paste as text.) Once you have done this for 2-3 key terms, you should have a spreadsheet with 200 or 300 rows. To analyze the results and make them useful for your business, you need to figure out which terms are the best ones for your company to focus on. To do this, try the following steps: