Your Marketing Plan Write-up - What To Put In There?

The rookie in the marketing field may find great stress when faced with the task of creating his or her first marketing plan

. But it doesn't have to be so difficult. Your marketing plan can be detailed or not so much depending on how much funds or the number of staff on your team. An office with limited manpower may have to confine itself to what is called a "broad brush" approach in marketing jargon. But if you have other things on the table, like having to support a website to your higher-ups in the company, you'll need to go into deeper detail.

Where To Start Your Marketing Plan

The beginning of your plan should start with a summary. This is akin to most other business reports you are used to making. One suggested starting point is with an executive summary. The report can further be boosted with a table of figures in a separate page. This makes reference simpler and your plan more convenient. Think of the table as a one-page war chest containing all your marketing plan's objectives, figures and strategies, as well as any obstacles that need to be hurdled. This also makes it easier to alter your plan as you go along.

Include why you had decided to go with such a plan. Explain the reason behind the strategies and the objectives, and quote references. If your boss needs to question your plan, you can easily justify it. You can make the same decisions as a great war general in a marketing sense through this technique.

Note your target market. With this information you can make better advertising campaigns.

Explain any areas that need to be worked on. You will have to support this with figures and statistics on market trends.

Make sure your action plans all have set deadlines.

Other Information To Include

There are other pieces of information and other things to validate that can enhance your marketing plan:

The SWOT analysis is a popular marketing tool that details your business or website's strengths, weaknesses, opportunities and threats.

Show an explanation of how your business stacks up online. What strategies do your competitors use online? Describe your customers' general Internet usage, and how they use your website. Are there any possible substitutes?

Regardless whether it's online or offline activity, describe business trends. What is the forecasted growth?

Be detailed in explaining your finances. Include your site's BEP (Break Even Point) analysis, as well as that for other tactics in your plan. If you are using examples or theoretical situations, explain them. Justify how your plan could help improve the company's overall finances.

Finally, include a calendar that would highlight certain milestones completed or projected.

You are free to create any marketing write-up you want, as long as it serves its purpose. Your marketing plan, at the end of the day, will always be evolving. A marketing plan will always be a dynamic report, to sum it all up.

by: Mitchell McClure

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