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Posted on Oct 23, 2013 in Business Marketing

How to create a good marketing plan

Many business owners and entrepreneurs have great skills when it comes to designing and developing a business plan, which usually outlines an entire business, but have quite the difficulties to create a strong, standalone marketing plan, which needs to focus specifically on that objective and provide the necessary details to implement it successfully. A good marketing plan needs not only make perfectly clear the marketing goals, but also elaborate on the steps necessary to achieve those goals. There is plenty of information available online on the importance of marketing for the development of a business, the power of a well designed and developed marketing plan and how to seamlessly integrate it, but opinions vary depending on each and every specialist’s perspective, experience and knowledge. However, there are certain aspects that remain universally valid, whatever type of business you own and here are some of them.


When creating a marketing plan, you need to look inside your business in great depth. Your business has a unique identity and you need to recognize its strength, weaknesses and goals, before you can move forward to outlining any marketing strategy. Don’t just think about them, put everything down and build lists over lists, without editing anything at this point. After you’re done with the lists, you can move on to identifying priorities. In order to ensure a doable plan and a productive strategy, this is also the point where you remove or put on hold less pressing points and need, as to make sure you will have the necessary resources and budget to focus on the important items. After you’ve looked in, it’s time you look outward and identify the opportunities and threats of your business, which basically refer to factors that you have no control over, but that you can predict. Think about new markets or market trends that can be favorable to your business or even new products or services, but also take into account the competition or technological advances that can threat your business. Analise your competitors in order to see their marketing strategies but try to come up with innovative marketing ideas in order to be ahead of them. This is also the point where you need to identify your target markets.


Once you have your priority goals list and your opportunity and threat list, comes their combining. You need to see where your business’s identity and your target market intersect and come up with the most suitable strategy. This strategy should focus on what’s more relevant to your business identity and more attractive to your target audience. This will make your marketing plan a certain success. When your strategy is in place, you need to start focusing on measurable details, so that you can set the steps for its implementation, making sure you include monthly reviews, sales forecasts, tracking progress and other such relevant points. Tracking your progress is a great way to see if your innovative marketing ideas returned any results. A very important step at the end of this endeavor is revision. As good as a marketing plan can be when you create it, it becomes almost useless if it doesn’t evolve along with your business.