Imagine a perfect list of the normal elements in a marketing plan, and then:
- Break acquisition and retention into two plans, or risk blurring the two messages and offers
- Put the buyer in the centre. Specifically:
- what problem they have that you solve?
- how you solve it?
- who most has it?
- who else solves it?
- Separate strategy from tactics
- Insert velocity in between AS velocity informs your choice of tactics
- Do it all on one page rather than summarising a too-wordy document
This week we’re in familiar territory – how to build a marketing plan. We researched five articles, twisted it a little based on our own views, and would argue that your marketing plan needs to include:
- Buyer’s problem
- Target market (whoever most has the problem)
- Solution (whatever best solves the problem)
- Channel (whoever can best flush out that problem for this target market)
- Tactics describe how you will:
- Find names of your targets
- Position with them
- Gain their interest
- Trouble them
- Shape their need
- Make a compelling offer to meet that need
- Gain preference for this above other offers
- Earn a decision
- Tactics to recycle those who don’t progress (leak from the funnel)
Let me show you those articles and how we reached this conclusion now.