Marketing Planning FAQ

Why do I need a marketing plan?

You may find it helpful to read our article on marketing planning. We talk a lot about marketing plans, because your marketing plan is your guide and benchmark for making your marketing happen. If you’re not yet convinced you need one, find out why you really do!

How long will it take to put a plan together?

Sorry, but that’s something we can only answer once we’ve talked to you. It depends entirely on the complexity of your business, the number of products or services you offer, and the number and types of markets you target. Let’s talk, then we’ll give you our best estimate.

What goes into a marketing plan?

There are a number of standard areas that ought to be covered by a marketing plan. Essentially, a marketing plan is about converting your business objectives into marketing actions and results. So you need to include:

• Business objectives – what you want to achieve with your business and in what timescale.
• Market analysis – a thorough look at your market place, customers, competitors, industry trends and your own business; including a SWOT analysis.
• Marketing objectives – the role marketing is going to take in helping you meet your business objectives, and what targets you’re going to set for your marketing work.
• Marketing strategies – identifying who your target markets and customer groups are, and what makes you different to your competitors (your USP or competitive advantage); identifying how you’re going to make the most of your strengths and overcome your weaknesses.
• Marketing operations – practical things you’re actually going to do.
• Resources – who’s going to do it, when, and how much it will cost.
• Marketing metrics – how you’re going to measure the results of your activities.

This is just a quick guide – we have our own checklist of 25 things we make sure are covered in the marketing plans we produce. Talk to us if you’d like to know more. Do remember, no two businesses are the same (which is why we carefully customise the plan to make sure it covers all the things that are right for you). And remember too that a marketing plan needs to link in with broader business planning.

Enquire now