Create a Marketing Plan

MARKETING PLAN

Determine your business objectives:

Build your brand by getting people to recognize your name and associate it with your product.
Attract new customers by driving traffic to your social media page or company website.
Support sales by answering prospects’ questions and showing them how to use your products or services.
Engage with your fans by giving customers a reason to talk about your brand and encourage others to purchase from you.

Define your Audience(s)

Determine Brand Identity

Create a brand kit - A short, easily understandable guide to your business’ visual identity. This quick reference guide will include colors, logos, fonts, imagery and taglines or messaging that represent your brand.

Select marketing channels that align with your target market.

Traditional
Newspaper
Television
Radio
Outdoor Signage
Digital
Website
This is your digital storefront. It should align very closely with the image and brand standard that you aim to portray.
Google My Business
It is important to set up your business location on Google so that patrons can easily find you on Maps, check your hours of operation, and see what others are saying about your business via Google Reviews.
Social
Facebook/Instagram/Snapchat/Twitter/Pinterest/TikTok
Email Marketing

Create Content

Product or Service Images and Videos.
Customer photos, videos, testimonials.
Your community involvement.
Graphic Design
Canva.com is a web-based graphic design self-service that offers tons of free assets and an easy to use design platform.
Always ensure that your content aligns with your brand kit.
To maintain professionalism, always ensure that there are no spelling or grammatical errors in the content you’ve created.
Always add a Call-To-Action (CTA) on posts/captions to prompt consumers to take the next action.
“Stop by today between 10am and 5pm take advantage of this great sale!”
“View more photos and information here: [add link to website]
“Call today to schedule your appointment! [Phone number]”

Determine KPIs

Reputation Management

Reputation management is a crucial aspect of business marketing. Your business may live or die by public perception. Maintaining a positive image, especially online, is incredibly important.
The best way to survive any type of public backlash is to avoid it. Stay away from tasteless jokes, politics, or anything that can be divisive. Remain vigilant in keeping in touch with the pulse and climate of the world around you.
Check your online reviews on a consistent basis. Reply to reviews in a timely manner. Be respectful in your response, apologize when necessary, and always be honest (especially if the person leaving the review is being dishonest)
Be proactive.
Ask your customers for positive reviews so that your online reputation is positive from the get-go.
In the event that you do receive public backlash for something your or someone connected to your business has done or said, get in front of it immediately. Release a statement explaining/apologizing for the actions taken and make a promise to remedy the situation - Then follow through.

Execution

Create a content/marketing calendar to schedule your marketing strategy on a monthly or weekly basis. It may take time to find a strategy that works best for you and your business. Planning ahead is key!
You can build a Google calendar with color coding different campaigns/events/recurring content/etc.
Identify important dates such as holidays, company milestones or events, new product launch, etc. that will occur within a given time frame.
Maintain consistency and update your marketing channels often.

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