What is Strategic Marketing Planning and What is its purpose?


What Is Strategic Marketing Planning? Step By Step To Stay Ahead Of The Competition

  1. Define your audience
  2. Choose your Channels
  3. Know the Market
  4. Strategic Marketing Planning Goals and Objectives
  5. Monitoring and Measurement of Data
Every successful company has a business plan to follow the best growth paths and achieve the expected results. Having a strategic marketing plan is also essential to help the organization achieve goals and sell more.

If you do not know what strategic marketing planning is, we separate the concept to clarify: it is the process of the marketing team to define its strategy plan, according to company guidelines, assisting in making decisions about the allocation of resources to execute the that was planned.

There are many guides ready for you to do strategic marketing planning in your company. These templates help a lot for execution, but knowing the concept of each step of the process will help you to be more productive and get better results.

With that in mind, we have created a step by step for you to set up your Marketing Plan and stay ahead of the competition.

1. Define your audience

For strategic marketing planning to be effective, your company must know who your audience is. With this information, it will be much easier to think about the strategies to be applied that will bring a greater return to your business.

In general, we call personas the ideal profile of the customer who buys your product or service. Many companies create a fictional character for both marketing and other departments to know who their customer is.

It seems like an easy task, but the truth is that many companies think they know their customer but have not even talked to some to understand the real pain they feel when they buy their product.

How to create your persona for Strategic Marketing Planning

Applying a survey is critical to creating your fictional character (persona). For that you must have answers to these simple questions:

What is my customer's purchase journey? (faces a problem, is aware of that problem, finds solution options to solve it and seeks solution provider)

What media do they access the most? (especially when looking for something about your solution and the problem it solves)
What role does this person play within an organization? (your goals and objectives)

Preferably the research should be done in person because that is where your company will have the best "insights" to understand your customer. Try to talk to customers who have already bought your solution, with possible customers and even those who have not bought with you.

Many people prefer to do this research through online forms but do not get as much information as a personal conversation because the contact is colder. If you don't have a lot of customers and time, our tip is to use forms in conjunction with personal research.

There are online form platforms like Google Form and Typeform. Use your email base to spread the word and get more results. To learn more about personas and how to apply the survey, we recommend our post: How to create personas for your business.

2. Choose your Channels

After conducting the research and putting together the ideal persona, you will know which channels are most looking for information when they face a problem or seek the solution you offer.

In strategic marketing planning, choosing the channels based on this research is essential to avoid "shooting in the dark". Testing channels that have not been mentioned in parallel is interesting to innovate and stay ahead of your competition.

In digital marketing, you can use these channels:

Corporate Blog
Social networks
E-mail marketing
Paid Media
videos
Podcasts
Webinars

In traditional media (no less effective, but more difficult to measure and segment), you can also choose these channels:

TV
Radio
Newspapers
Magazines
Events
Sponsorship

3. Know the Market

Another important factor in strategic marketing planning is to compile market research on the solution that your company offers.

Knowing how your competitor is performing in the market and its differentials are information that a well- planned strategic management plan can give you. Applying in marketing, you can research what channels your competitor is using, what is different in marketing campaigns, content strategy, etc.

For a marketer, it can be difficult to recognize that your competitors are carrying out marketing actions that put them ahead of your company. Leave that aside and study in-depth what they are doing best, in the end, it will bring good results to your business.

Our tip is to make a table in a spreadsheet with all the differentials that other companies are applying that can work for your company and attach to strategic marketing planning.

You can also do a swot analysis focused on marketing strategies. In summary, a SWOT analysis assesses the weaknesses and strengths (internal characteristics of the company) and the threats and opportunities (external characteristics of the company) of the business. For example, if your company is not yet investing in digital marketing, this can be considered a weakness of your business.

4. Strategic Marketing Planning Goals and Objectives

Now that your company knows who your audience is, the main marketing channels and also the references in the market, you must outline what the goals and objectives to be achieved will be.

In general, a strategic marketing plan does not have a period said to be right to apply in your company. There are quarterly, semi-annual, annual and even monthly plans. The key is to establish the period in your business to measure the results.

Think about the goal: what does your company want to achieve in this defined period? Are there more sales opportunities? Increase traffic to your website? Improve visitor conversion? Generate more leads?

Once defined, you must think about what are the goals that will lead you to reach that goal. The goals should be more tangible metrics such as an increase of 10% per month of organic traffic, delivery of 20 opportunities to the sales team per month, generation of 80 leads per month, etc.

Remember to be aligned with the objectives of your company and also the sales team for the whole business to grow and achieve the best results.

5. Monitoring and Measurement of Data

As important as creating a strategic marketing plan is to monitor whether what has been planned is being carried out and reaching the stipulated goals.

Many companies make mistakes since they only look at the result when the planning period ends. Always being aware of the metrics is important, because if something is going very wrong, you can correct it before it spoils the final goal.

This correction has to be done according to what was planned because another common mistake is that people want to change the entire strategic planning. After all, it is not going as planned. This gets in the way of both focus and feedback after finishing planning as a whole.

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