may have heard the term marketing plan,
but do you really know what it is and how it helps lead a business toward
success? The sole purpose of a marketing plan is to outline in writing
the specific actions you plan to take in order to attract the attention of potential
customers. Then the marketing plan goes a step further because it details out
how you intend to persuade these potential customers into buying the product or
services your company offers.
Its about the strategy
essence, the marketing plan is the guide you use to implement your marketing
strategy. This means that the key ingredient to marketing your business is the
marketing plan itself. This plan spells out what your business goals are and
then draws you a road map on how to reach your goals.
are two ways that a marketing plan can be developed. Some businesses have
someone dedicated to their marketing efforts or they hire a third-party
marketing professional to create it as a standalone document. Other businesses
include it as part of the overall business plan. Either way, the marketing plan
has the same intention; its the blueprint for communicating the value of your business
to your customers.
The difference between marketing
strategy and a marketing plan
People often confuse a marketing plan and the term marketing strategy. While
marketing strategy is part of the marketing plan, there is a difference between
the two. The marketing strategy involves the goals of the entire business including
a definition of your business, a description of your products or services, a
profile of your target market (current and potential clients) and a definition
of your company’s unique selling proposition (USP), which is what makes you
different from your competitors.
While the marketing plan includes the strategy, the true part of the plan
itself is the specific actions you’re going to take to achieve the goals youve
established with your strategy.
Some of the items your marketing plan includes are pricing (for each product
or service), the sales and distribution plan and how you plan to advertise and
promote your business.
So, can you have a marketing plan without a marketing strategy? No.
Can you have a marketing strategy without a marketing plan? You can, but its
a complete waste of time. Again, the marketing plan is your roadmap to
achieving your strategy. You wouldnt go on a long road trip without first
mapping out the route from you home to your destination, so why in the world
would you have a business without a plan for marketing it and attracting
About the Author
and marketing consultant, Kristie Lorette, is passionate about helping
entrepreneurs and businesses create copy and marketing pieces that sizzle,
motivate, and sell. She
is also the author of Action Marketing: A
Step-by-step Guide to Launching Your Business Marketing Plan. For more
information, visit http://wp.me/ptLrh-1.