A written marketing plan will help you to think about your approach to marketing, customer segments and promotion.
Key marketing objectives:
The number of customers we will need in order to hit our sales target:
Who are we up against?
Smart businesses focus on niche market areas. This gives you more credibility and message repetition. A market segment = a group of people with shared needs.
Segment 1 =
Segment 2 =
Segment 3 =
Segment 4 =
How do we want clients to perceive us in the marketplace? For example – Lowest price? Best service? Highest quality? This is all part of the differentiation process.
Our decisions on segmentation and positioning, combined with a competitive analysis, will help us to decide on how we are going to make our business ‘stand out from the crowd – click here‘.
* What is the big idea behind our brand?
* What are our brand values?
* Happy with our logo?
* Which font do we use?
* What is our strapline?
Customer Relationship Management
CRM = A customer-focused strategy, designed to optimise customer satisfaction, revenue and profitability. It includes all of the touch points where we interact with our customers, as well as appropriate CRM software.
Products / Services
Include key features and benefits. What, if anything, is unique about them?
Product, Service or Category 1:
Product, Service or Category 2:
Product, Service or Category 3:
Product, Service or Category 4:
Are we operating on a cost-plus basis (i.e. calculating our costs and adding a gross profit percentage on top) or a market-based pricing model?
Alternatively, are we setting our own prices? How can we optimise our pricing?
Where will we / do we sell our products / services?
How much time can be devoted to promotional activities?
Promotional techniques for brand awareness and sales enquiries (bearing in mind that there are 300 techniques to choose from). For example:
► Website CMS? (Content Management System, i.e. WordPress). Website address: www.
► SEO (Search Engine Optimisation). Review or create a keywords list and apply on-page SEO.
Review inbound links, anchor text links and other SEO ideas.
► Social media
– Twitter handle: @
Number of Twitter Followers:
Tweets per day:
– YouTube URL:
Number of videos uploaded:
Number of subscribers:
– Facebook URL:
Number of FB Friends:
Number of Likes for Company page:
– LinkedIn Profile URL:
Number of LinkedIn connections:
– LinkedIn Company page URL
e-newsletter system (i.e. MailChimp):
Number of subscribers:
► Video strategy
NETWORKING Face to face and online.
► Speaking opportunities
► Media list
► Press contacts
► Press release ideas
► Business cards
► WOM (Word of Mouth Marketing) system
To what extent is our marketing mix integrated? For example, is there a consistent look and feel? Do we highlight cross-selling opportunities?
How did people find us? Results and feedback – to be recorded on a monthly basis and compared with our marketing plan, to see what’s working. Appropriate action to be taken.