Marketing Plan Template
Section 1: Objectives & Executive Summary
Your objectives:
r to increase net profit by ___ % within one year.
r to sell ___ units within one year.
r to increase the conversion rate from enquiry to paying client by ___ % within oneyear.
r to increase website traffic by___ % within one year.
r to become the preferred supplier for organisation______within one year.
Your Executive Summary:
Section 2: Your Ideal Client
1. What is the problemthey are experiencing that leads them to be interested in your product / service?
2. What is the goalthat they are trying to achieve as a result of using your product or some similar product/service?
3. Describe theirdemographic profile(e.g., age, gender)
4. Describe their psychographic profile(e.g., their interests) and their precise wants and needs as they relate to the products and/or services you offer.
5. What are the common phrases, words, concerns and questions they have? These should also be listed, as these will all be used in the website copy and all marketing strategies.
6. Where do they gravitate to online? List the websites and social media platforms they like to go to, for example it could be particular forums, using Facebook or LinkedIn?
7. What places do they go in person?- list the networking events, community events, industry associations, and other places your ideal type of client might frequent.
Section 3: Notable Distinctions
1. How are you authentic and original when compared to your competition?
2. What is unique about your offers and packages?
3. How do you offer a better Customer Service experience?
4. What values do you want to be recognised to work by?
5. What are 3 words that you want your clients to describe your company style, reputation?
6. What tone do you want to use in your communication with clients?
7. How will your potential clients see your testimonials and case studies?
Section 4: Pricing and Positioning
1. Describe Your Positioning within your market. Eg are you pitching yourself as a low cost provider, middle of the road, or as an exclusive, premium brand?
2. List your prices or fee structure:
Section 5: Your Offers
1. How will you bundle your products and services?
2. Please describe the 2 or 3 choices you will provide, as listed in your website or marketing material.
3. What time sensitive offers would you like to roll out over the next 12 months? Eg, Australia Day, Summer Time Special, Winter Time Special, Melbourne Cup, Christmas Special, End of Financial Year Special….
Section 6: MarketingCollateral
1. What networking events could you attend within the next 12 months so you get to meet more of your ideal type of client, or to meet referral or joint venture partners?
2. What industry associations will you become a member of this year?
3. What groups could you speak in front of to grow your reputation and status within your industry?
4. What marketing collateral will you have created?
3 / Instructions on How to Create Your Marketing Plan are available here on my blog.r Website and/or blog
r Personal LinkedIn Profile
r LinkedIn Company Page
r Company Facebook Page
r Twitter Account
r Business Cards
r Brochures
r Flyers
r Postcards
3 / Instructions on How to Create Your Marketing Plan are available here on my blog.Section 7: Promotions Strategy
List the special promotions you want to occur over the next 12 months to attract new clients. These may include
3 / Instructions on How to Create Your Marketing Plan are available here on my blog.r Lead Magnets
r Contests
r Trade show marketing
r Press Releases
r Online advertising
r Event marketing
r Causes & Charity Donations
Other: ______
3 / Instructions on How to Create Your Marketing Plan are available here on my blog.3 / Instructions on How to Create Your Marketing Plan are available here on my blog.
Section 8: Online Marketing Strategy
Choose the type of online marketing strategies that you wish to use over the next 12 months:
3 / Instructions on How to Create Your Marketing Plan are available here on my blog.r On page SEO
r Social media marketing
r Email marketing
r Google remarketing
r Facebook retargeting
Other: ______
3 / Instructions on How to Create Your Marketing Plan are available here on my blog.Section 9: Conversion Strategy
Check the boxes below when the emails you will send these people have been drafted to help convert:
r first time browserof your website into a subscriber to your email list
r subscriberinto a paying customer
r 'one time' paying customerto a customer that purchases regularly from your business
r regular customerinto a referral partner
Section 10: Joint Ventures and Partnerships
What other businesses and organisations can you contact over the next 12 months with the view to create joint ventures and/or partnerships?
Section 11: Referral Strategy
Best time to ask for a referral is: ______
r Check this box when email has been composed and uploaded to CRM so this gets done automatically, every time a client does business with you.
Section 12 : Client Loyalty Rewards System
Describe the suite of products and services you can offer your clients: ______
r Check this box when you have created a series of emails that helps your clients use the first product they purchase from you, and then introduce them to another product or service that they may also benefit from.
Section 13: Higher Pricing Strategy
r Check this box when you have scheduled within your calendar system when you will review your sales results, and look at increasing your prices. Pricing, packages and offerings should be reviewed quarterly.
Section 14: Financial Projections
r Check this box when you have created a spreadsheet with all your expenses and projected income for the next year
r Check this box when you have ensured that your CRM or Database system will tag a new contact when they have opted in for a particular promotion, bought a particular product or service, and given a testimonial or recommendation.
3 / Instructions on How to Create Your Marketing Plan are available here on my blog.