The thought of a marketing plan can be rather uninspiring, at best, and at worst, downright overwhelming. Unless you’re a marketing nerd, (and even they, if the truth be known, feel the same way, at least from time to time) chances are, those words are not met with unbridled joy and elation with the possibilities.
Don’t worry, I’m not here to sell you on how you should be elated by a marketing plan - I understand you won’t be, so don’t stop reading just yet. I would, however, like to try to simplify the concept of a marketing plan so that you can feel less ambivalent and more empowered to use it to fuel your business growth.
First of all, forget about the concept of a marketing plan as you know it, and just focus on the following core questions;
WHO do you serve?
This is about your target market - who are they?
Who are the people that you set out to serve the needs of?
Who are your customers, or who are you hoping to attract & serve?
HOW do you serve them?
This means the products and services that you provide for them
Break it down, be specific
You’ll notice that you may serve more than one target market with more than one product or service (Pepper Street Social does)
WHY do you do it?
In other words, why does your company exist?
Your answer to this helps people understand how you’re different to your competition
This is about what matters - your values, your vision, the things that motivate you, your dreams
In essence, this is what a marketing plan seeks to clarify. Of course, a fully-fledged strategic marketing plan goes into a lot more detail, dissecting your position in contrast with your competitors, for example, but at the end of the day, to simplify it enough, this is essentially what it’s about.
When you spend some time thinking about the answers to these questions, your mission and your message soon become a lot clearer. By understanding WHO you serve, HOW you serve them and WHY, you almost by default begin to express who YOU are, WHAT you sell and the services you provide, and WHY people should choose you over your competition. That’s the essence of a marketing plan.
Now if you’re still in a fog, just send me an email and we’ll set up a half hour call to nut this out - it’s amazing the clarity that come from a fresh set of eyes and ears. It’s firstname.lastname@example.org, or fill in the contact form on the Work page, or connect with me via one of my social accounts (Facebook & Instagram are my favourites). Also, if you’d like to relax knowing you’re in the loop with our latest marketing updates, insights and inspiration, subscribe to our list right here ...
Have a great day,