A marketing plan and business plan is an essential part of any business. Most medium to large size businesses have a plan in place. This plan is your road map to success. Your plan should outline important aspects of your marketing model including your mission, goals, competitive set, strategies, tactics, channels and platforms. A great plan will be lengthy and time consuming to
create, but is absolutely vital in the success of a business.
Although both are important, the latter is a much more comprehensive plan that should
outline every aspect of your business, not just marketing. The difference between the two is
the marketing plan will focus just on marketing, but a business plan will include operational
efficiencies, capital projects, and economic forecasts, assumptions, and any other area that
is important to your business. Every business is different, so the plan should be customized
to your business, but the plan should still include key components.
A business plan should be very comprehensive as the plan is going to give you a road map
on how to operate and market your business, product and/or service over the next year,
at least. Several plans that I have written included multiple years. There should be short
and long term goals in the plan. The strategies, tactics, and goals should be measurable.
The plan should include the following components:
There is obviously a lot more that needs to go into your plan, especially within the marketing
sections, but this provides you with a good starting point. The plan should definitely break out
each area of marketing in depth and include a sound digital plan or road map, with KPI’s, within the overall plan. The digital marketing section should include e-mail, social media, SEO, SEM, and identify strategies by individual digital marketing platform.
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