Marketing has evolved the business world and continues to do it, it allows to save time and money, achieving many benefits. Without marketing a business cannot survive and if it survives its growth is slow or non-existent.
Many people start a business without a marketing plan, start advertising without a strategy, which is like walking blindfolded or going to war without weapons. A good marketing plan helps achieve a business’s goals.
A marketing plan covers prices, promotions, offers, discounts, social networks, advertising, products, scope of business, user experience etc. Do not think that marketing is just advertising, advertising is just a branch or strategy that is employed to achieve objectives.
We must know who we are, where we come from and where we are going. It is essential to know the environment in which our business is developing, our advantages and disadvantages as a business and know our competition. An ideal and very useful format for analyzing the current situation is to perform a SWOT of our business. What is a SWOT? Let us explain it...a. SWOT (Strength, Weaknesses, Opportunities, Threats)
●Strengths: They are those internal qualities that the business has, what differentiates it from the competition and stands out from the rest, are those qualities that we can take advantage of.
●Weaknesses: They are negative internal aspects within the business, which can prevent the fulfillment of objectives, affect the results or disadvantages against the competition.
●Opportunities: Opportunities are external factors that cannot necessarily be controlled by the business but can play in our favor as a business, so they must be taken advantage of.
●Threats: : These are external factors that affect in some way how the business develops or endangers the company.Here is an example of a SWOT
A marketing plan must have relevant, clear, realistic, measurable and achievable objectives. At this point we must keep in mind that to achieve a goal or an objective requires effort and time, taking into account that you can know if we are really aiming for a realistic goal. The objectives must be relevant for the growth and development of the company. Ask yourself, what is the purpose of the objective I want to achieve? Will that goal bring benefits to the business? Finally, remember to set a deadline to reach the set goals, for example: "In five months I will increase my sales by 10%".
You can set goals like promoting a specific article, a new collection, services or simply educating people about your company, what you do, what you offer etc. to let more people know your business.3. Define the target audience
Who are we addressing? To satisfy consumers we must handle information about them, for example: People who usually buy your products/services What do they like to do? What do they pay attention to? What do they need? What do they dislike? What age group are they?
You can help yourself with the development of a Buyer Person that is based on the behavior of your customers, demographic characteristics, their personal stories, motivations, objectives, challenges and concerns. This way you will know how to define the steps for a consumer to become your customer. An important point to remember is that it is very important that you do not neglect the customers you already have, you must look for ways to retain them.4. Marketing Strategies
Once the goals are defined, we need to know what we will do to achieve those goals. What plan do you have in mind? In this part the options are endless, you can think of a thousand ways to achieve what you want, you must analyze which strategy works best and which would be of greater benefit to the business. Once you think rationally about this part, follow creativity, how can I make my strategy creative? You have to take creative actions to have a wider reach.5. How will it be measured?
To know if the goals set are being achieved we must find a way to measure the results of the strategies implemented, we need figures and numbers, to know if we have improved something or not. Therefore, we must establish how we are going to measure it to reach conclusions with the help of the following questions: Are the objectives being met? Are there positive results? What things are working for us? What should we rule out, change or improve? Have we deviated from our goals? Does the plan fit the budget?
To have a successful business you only need a successful marketing plan. Consumers are constantly changing tastes and preferences, what today may work tomorrow may not, so it is important to adapt and always have a marketing plan up your sleeve