Marketing Strategy Brief Example – Imagine that you will climb Everest, guided only by intuition. You won’t get very far without a detailed plan (and an experienced sherpa) to help.
Marketing may not be an extreme life or death sport, but you still have to aim big. And the success of your team depends on much more than instinct.
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Therefore, a strategic marketing plan is necessary, regardless of your industry. Think of it as a roadmap that guides your business to where it needs to be each year.
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Developing your first marketing plan can seem daunting, but don’t worry. We’ll walk you through the basics, show you what a strategic marketing plan looks like, and even give you some free templates to get you started. Here’s what we’ll cover:
A strategic marketing plan is a formal document that guides your team’s marketing efforts throughout the year. It links your annual marketing goals to your company’s overall business goals, while telling you how you’ll spend your annual marketing budget.
Keep in mind that your plan may vary depending on your industry and goals. Length and format are not as important as the information you include. Do your research and make it as easy as possible for company leaders to understand how your strategic marketing plan is helping the business grow.
Outline how you will execute your marketing plan with a specific tactical goal in mind. You can do this by launching an email or social media campaign, publishing a blog series, offering a special promotion, or hosting a live event.
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, on the other hand, is a high-level framework that drives all your marketing strategies. It’s a comprehensive look at the who, what and why behind your marketing objectives, with an emphasis on linking them to larger organizational goals.
No two marketing plans are alike, but they share some common themes. Here are 6 important elements you need to identify and explore before developing your next strategic marketing plan.
Everything you do as a marketing team should support your company’s overall strategy and goals. So gather your organization’s business goals and let them serve as the true backbone of your marketing plan. Your team and stakeholders should be able to clearly see how the marketing strategies and goals you outline in your plan align with your company’s key priorities.
A SWOT analysis breaks down your company’s strengths and weaknesses, opportunities and threats. It allows you to assess both the internal and external factors that influence your success, so you can create targeted strategies that close the gaps and drive results.
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Research is the foundation of any marketing plan, as you use it to shape your goals and strategy. Don’t be afraid to dive into the details here. A well researched marketing plan is worth the time invested.
Focusing your research energy on these areas will give you a solid foundation for smart marketing decisions.
It is important to understand the major movements in the industry you are marketing in so that you can feel the pulse of the market. Carefully research the industry in which your organization operates and be sure to report on the general climate as well as any notable events. If your company serves a sub-sector, don’t forget to include them in your analysis as well.
Marketing to the masses rarely pays off. Therefore, narrowing down your target audience is imperative to the implementation of any marketing plan. Think of it as a filter through which you run every marketing strategy.
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The more specific you can get, the better. By answering these questions, you can develop a clear picture of your ideal buyer so you know how to focus your resources to make a greater impact on the people you want to reach.
It is also important to understand who and what you have to deal with when it comes to attracting your ideal buyer. Identify the key players in your field and give a brief overview of what they do to win. This preparation makes it easier to understand how to differentiate yourself from the competition.
Now that you’ve laid the groundwork, it’s time to talk strategy. Outline your strategic marketing goals for the year and briefly explain how these strategies support company-wide goals. Use a Gantt chart to create a timeline for each goal and monitor results. It’s an easy way to set expectations and communicate with your team and stakeholders.
Metrics are where the rubber meets the road in your marketing plan. Use your market research to define specific KPIs or leading market indicators that will serve as a measure of your success. This will help you track progress so you know if you need to change course mid-project to ensure your strategic marketing goals are met.
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Marketing channels are the vehicles you will use to reach your target audience and grow your brand. Choose your channels wisely based on where you expect to get the most bang for your marketing buck. Briefly explain the purpose of each channel and how it supports your overall marketing strategy and business goals.
Want to create a more detailed plan for each marketing channel so you can implement your ideas? For more information on planning by channel, check out our free social media strategy plan and editorial content plan templates.
Setting a monthly budget for your marketing plan and tracking it will help you maximize your ROI and identify wasteful spend before it consumes your marketing dollars.
Start by listing all your ongoing expenses so you know what you can afford to spend on new initiatives. Then do your best to estimate any new expenses you expect to incur in the coming year. Don’t forget to take into account any new hires, freelancers, or third-party agencies you may need to rely on to get the job done.
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Don’t know where to start? We have you! Here are some examples of how to structure a marketing plan so you can easily start writing your own.
Your marketing plan may be different depending on the industry you are in or the goals you are focusing on. Use these marketing plan templates and samples as a guide to start the process and develop a marketing plan structure that works for you.
The most common way to create a marketing plan is to simply write it as a text document. This format gives you the freedom to elaborate on any research you’ve gained during discovery, while also clearly stating the marketing goals you’ve set for the year.
We’ve created a free Google Docs Marketing Plan Template to help you save time and start the planning process. This sample marketing plan is perfect for documenting and sharing the full scope of your strategic marketing plan with your team and stakeholders.
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Save a copy of the template to your Google Drive or download it as a Word document and customize it for the needs of your strategic marketing plan.
A plan is no good if you set it and forget it. This is where a Gantt chart comes in handy. Use this free Gantt chart marketing plan template to track your strategic marketing plan all the way to success.
A Gantt chart is a great way to create a marketing plan in a simple, visual calendar that’s easy to update as you go. It gives you a high-level view of your plan’s key goals and strategies, while allowing you to collaborate and share the plan with your team and stakeholders.
How you use the Gantt chart to implement your plan is up to you. Create a timeline for the tasks you need to complete when developing your marketing plan, like the example below.
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Once you’ve fine-tuned the details of your marketing plan, you can use a Gantt chart to define and track your strategic marketing goals. For example, you can break your marketing plan into quarters to show when specific goals will be met and update your progress as you get closer to the goal. Here’s what it might look like.
Customizing your template is quick and easy thanks to the simplicity of drag and drop. And since everything is online, your entire team can collaborate on activities in real time.
Here are some tips to help you get the most out of our free strategic marketing plan template.
Configuring your marketing plan is as easy as dragging and dropping tasks or entire groups of tasks into their new correct location. Click and drag the edges of each task bar to set a new task length.
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Collaboration is easy with the discussion feature. Share documents and chat with your team right from the task
Do you have a more formal marketing plan document? Add a file or link to your project so everyone can access it easily.
Plans are meant to be shared, so we’ve made it easy to keep even the most curious of stakeholders informed. Export your plan to an easy-to-print PDF file or share a view-only link to your project so stakeholders can see the progress of your marketing plan in real time.
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