Marketing Playbook

where to start

EXECUTE THE STRATEGY

OBJECTIVES

When you create a marketing plan for your business, start by defining some objectives. For example, increase the company’s revenue by 20%, or land 50 new leads by a certain date. Defining objectives helps keep projects on track, and gives your team something to refer to when vetting a new marketing opportunity.

The strategies listed below will help generate marketing ideas for your organization. Anything you choose to take on should be in support of one or more of your marketing objectives; trying to tackle these without a plan is sure to result in wasted time and money. Click on the link next to each item to learn more and see examples. • Traditional Advertising - Learn More • Company Literature - Learn More • Tradeshows & Industry Events - Learn More • Social Media - Learn More • Digital Advertising - Learn More • Content Creation Strategy - Learn More • Lead generation & tracking strategy - Learn More • Promotion - Learn More • Associations, Groups, or Certifications - Learn More • Awards - Learn More

SITUATION ANALYSIS

Once you have clearly outlined your objectives, it’s time to work on completing a situation analysis. A situation analysis is the background work that needs to be completed in order to analyze your organization’s capabilities, customers, and internal/external business environment. Having this completed will help determine which marketing strategies will be most successful for your organization. Your organization’s situation analysis may include a number of elements. Our recommendations are: • Analysis of the market in your area • Analysis of strengths, weaknesses, opportunities and threats (SWOT Analysis) • Analysis of Competitors

• Create/Define your Value Proposition • Identify your Target Audience/Market

MARKETING PLAN

A marketing plan is a comprehensive document that outlines business marketing efforts for the year. It describes business activities involved in accomplishing specific marketing objectives within a set time frame.

DEFINE THE STRATEGY

• Marketing objectives • Your tagline or mission statement • Brand guidelines • Types of marketing you will use (digital, content,

account-based, etc.) • Budget breakdown

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