Anyone can market a brand or a product with the right roadmap. Google can teach the basics of marketing and populate an abundance of stepby-step guides. But there is only one correct marketing plan — a strategic marketing plan created using the proper formula. 

At COMO Marketing, we have clients in various different industries and have seen what works and what doesn’t. Even if in the same industry, no two companies will have the same marketing solutions for their goals. We build a strategy that is unique to them. Here are 6 steps to get started on building your own strategic marketing plan.

1. What is your mission? 

It’s time to get on the same page with your team. Go back to the basics: What is the mission and vision of your company? Not having a direction from the beginning will lead to chaos when trying to market your brand or product. You want to have clearly defined goals.

2. Define your target audience. 

Once clear goals are established, then you can create a strategic plan to achieve the goals. This includes looking at who your target audience and consumer is, where to target geographically, and on what platform. Marketing comes with many options, but usually, only a few actually make a difference with your audience. Here are some questions to help define your target audience: 
– What do they do for work? 
– What do they do on the weekends? 
– Do they drive? 
– What decisions are they making right before and after they buy a service?

3. Set SMART Goals. 

Specific, measurable, achievable, realistic, timely goals. If your goals don’t have these elements, they will be impossible to track. Think about how your big picture goals can be broken down into SMART goals. 

4. It’s time to think about messaging. 

It’s time to cue the creativity. What is your messaging going to say? Above all else, your messaging should be reflective of your goals and relatable to your audience. Think about your company’s strengths, weaknesses, opportunities and threats. Taking time to think through these different pieces will lead to your key messaging. 

5. Let’s talk tactics. 

This is unfortunately where most people immediately skip to. There are hundreds of ways to get your message out there. It isn’t about using it all. Think strategically and utilize the necessary tools based on your company and unique audience. When determining which tactics to use, think about time vs. money and what is actually worth the time and money that successfully reaches your unique audience.  

6. Track your success. 

Strategy never really ends. Tactics, messaging and goals will inevitably change as time goes on. Tracking metrics is the best way to see areas of opportunity and improvement. Track, analyze, adjust and keep going!

Ready to get even more into the details? We are marketing nerds who thrive off coffee and talking strategy. Contact us today to get started building a strategic marketing plan!

Erica Pefferman is the owner and president of COMO Companies, which owns and operates COMO Magazine, COMO Business Times, COMO Marketing, and COMO Tickets. Erica shares her love of Columbia with the people she serves with on a multitude of boards including the Chamber of Commerce. In 2017, Erica was named Outstanding Business Woman of the year and her team was named the Columbia Chamber Of Commerce’s Small Business of the Year.

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