Perhaps you have been spearheading the roof installation content’s marketing efforts for some time, and your performance has so far convinced your boss to fully adopt content marketing. However, you get a requirement to write and present your content marketing plan to your boss, but you haven’t done something like that before. You don’t even have any idea where to start. If you are faced with such a case, how do you go about it?
What is a marketing plan?
A marketing plan is a strategic roadmap that businesses use to organize, execute and track their marketing strategy over a given time. Marketing plans may include separate marketing strategies for different marketing teams across the company, but all of them will always work towards achieving the same business goals.
A marketing strategy describes how a business will accomplish a particular mission or goal. It includes which campaigns, channels, content, and marketing software will be used to execute the mission at hand. There is a distinct difference between a marketing plan and a marketing strategy.
A marketing plan contains one or more marketing strategies. It is a framework for which all your marketing strategies are created. It helps you to connect each strategy back to a larger marketing operation and business goals.
If you are looking forward to writing a marketing plan, here are some things you need to get right.
State your business mission
The first step to writing a marketing plan is to state your mission. Although this mission is quite specific for your marketing department, it should serve your business’s main mission statement. You need to be specific but not too specific. You will have plenty of space left in your marketing plan to elaborate on how you will acquire new customers and accomplish your mission.
Determine your KPIs
Every good marketing plan will have a description of how the department will track its mission progress. You need to determine which ones will be your key performance indicators. KPIs are those individual metrics that measure the various elements of a marketing campaign. These units will help in establishing the short-term goals within your mission and will communicate your progress to business leaders.
Identify your buyer persona
A buyer persona is a description of whom you want to attract. It can include aspects such as age, sex, job title, family size, and much more. Each buyer persona should be a direct reflection of the potential prospects and customers who want to interact with your business. Business leaders all must agree on who their most ideal buyer personas are.
Describe your content initiatives
At this stage, the most important thing to do is to include the main points of your marketing and content strategy. You need to define which types of content you will create. These may include blog posts, infographics, YouTube videos among others. Define how much of it you will create. Understand the goals and KPIs you will use to track each type. You must also define the channel on which you will distribute the content you create.