Finalizing Your Marketing Plan

We have now concluded our series on how to start a marketing plan.  So what did we accomplish?

Product or Service
Strong Company Brand
Strong Personal Brand
Established or Create the need
Long or Short Sales Cycle
Known Industry
Established vs. Startup
Tech Savvy Customers

At each step, we analyzed the company and the customers to make sure we understood who people think we are, who we know we are and who we want to be.  That is the core of a good marketing plan.  And while no one knows your company better than you do, there are many details that have not been put into words.  That makes a huge difference when trying to target marketing.  The last thing we want to do is throw a bunch of stuff at the wall and see what sticks!

We’ve talked in the past about buyer personas and that is really the next step to your marketing plan.  Create 5-7 characters in your marketing story that are typical of your best customers.  What are they like?  What do they do in their spare time?  Married?  Children?  Where do they live?  Give these characters as much dimension as you can.  Then, when reviewing marketing options, ask “does this attract Scott” or is “this answering Mary’s concerns”.  Since you know so much about the characters, you should be able to answer the questions.  And we all know what my answer will be if you say you don’t know your customers that well. GO ASK.  If you are local, go sit down with them and if not, get everyone in your company together and put together what you know.  Then, the next time you talk, find out what’s missing.  Otherwise, you will not be able to tell if that new technology is the best thing to use or if traditional advertising works better.

Your marketing plan is vital to know how to steer your ship in 2010.  Many people are forcasting changes to social media this year with a tightening of networks and more depth in relationships.  If you have a strong plan, you will be able to adapt to those changes as they come and handle them immediately.  Bring on the plans!