Every business needs a marketing plan. It helps guide your marketing efforts and keeps you on track to hit your marketing objectives.
The problem is that creating one can get complicated, really complicated.
It’s not so bad if you’re familiar with marketing jargon and acronyms like SWOT and KPI. But if you’ve never created one before and want to hit the ground running, it can feel like you need an MBA in marketing just to get started.
That’s why we created the one-page marketing plan.
You’ll learn how to fill it in shortly. But first, let’s make sure we understand the basics…
What is a marketing plan?
Marketing plan vs. strategy vs. tactics vs. objectives
How to create a marketing plan
What is a marketing plan?
A marketing plan is a roadmap for executing your marketing strategy over a given period of time, usually a year.
What’s the difference between a marketing plan, strategy, tactics, and objective?
Despite many people using these terms interchangeably, they’re very different things.
Here’s the simplest way to explain them:
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Objective: What you want to achieve.
Strategy: How you’ll do it.
Tactics: The methods you’ll use.
Plan: Everything mapped out so you can take action.
For instance, imagine that you want to get from London to Paris on a budget. Your objective, strategy, tactics, and plan might look something like this:
Objective: Get from London to Paris for under $100.
Strategy: Use public transportation.
Tactics: Bus, tube, and Eurostar.
Plan: Get the bus to the tube station, get the tube to St Pancras, get the Eurostar to Paris.
You can see how it would be hard to execute your strategy without the plan because you wouldn’t know whether to get the train, tram, or metro first. The plan explains how everything fits together so you can take action.
It’s the same with marketing. Your marketing plan explains how your marketing tactics fit together to execute your marketing strategy and achieve your marketing objectives.