A Guide To Marketing Plan In 2017

Marketing is an important way to communicate through your audience in a better way. And, because the ability to sell and create brand awareness has never been more robust that it is right now – this doesn’t seem like the best of the times to do that. Brands and marketers alike face the bigger challenge of capturing the consumer’s attention without breaking the marketing budget.

The best way to start the year off right is to gather your sales and marketing team together. Make a series of sessions to get everyone aligned and headed in the same direction. Undertake a thorough assessment of current activities. This typically includes a SWOT Analysis for a snapshot of the state of existing efforts.

Make a careful curated list of measurable goals based on the assessment performed previously. This data helps to inform the organization of audience attitudes and behaviors. Create strategies based directly on the findings of the assessment—good and bad. It also lays the groundwork for later decision-making and re-evaluation, if needed.

Lay out the marketing tactics that will best help the organization execute all these. All tactics should support the strategic marketing plan – discard those that don’t meet the criteria. Invest wisely when determining budget allocation. Take into consideration the successes and challenges identified during the assessment.

Marketing can take a heck of a long time to turn around. So to speed up things is probably identifying the things that slows down the process. Make swift, firm, decisions and provide the information requested when asked. Be equipped with the right questions to ask – which will help in being prepared for an initial conversation about marketing.

Here’s how you can prepare and finalize your marketing plan for the coming year 2017 :

Convenience In Online Transactions

convenience-in-online-transactions

People will buy from Instagram shops and they will also buy from the comfort of their homes. Shoppers are shoppers, and they’ll still come out to stores. In 2017, maximize product sales and fend off the competition by being more than just a Google advertiser. Cater to the way consumers want to buy because 2017 will be about making customers feel comfortable about your purchasing your product/service, however they prefer.

Take a look at your website and social media channels to make sure they’re designed to attract and educate your persona. How well is your branding and messaging, how well are your engaging with your audience and is your audience right? Is your sales process set up to close the quality and quantity of customers you need to reach your company’s growth goals? Is your CRM system set up to support your process efficiently and effectively? Could you be using any automated tools to make your process more efficient?

Document any issues you uncover while you’re reviewing your collateral, processes, and templates. Look for areas of your process where prospects or customers get lost or ignored due to lack of time/energy/resources. Prioritize the issues you’ve identified and develop a phased approach to tackle them.

Traditional Marketing Is Still Here

traditional-advertising-is-still-here

Yes, everything is online today and in the coming years there will just be an “app” or that sorta thing for everything. But traditional advertising is still here to stay – especially television sets. It’s still the most widely reached form of promoting your business. Millennials are changing buying behavior and that necessarily influences how we market. But millennials alone aren’t powerful enough to break old habits.

That’s because they trust these media, and they’ve created habits around each. They seek credibility, and therefore, Facebook or Instagram post won’t hamper their comfort levels. When you Google a product – you get many results, each offering a better deal. Credibility is how a brand thrives. In 2017, look to use TV as a credibility driver for direct sales, online traffic and retail engagement.

Also make sure that your printed and digital marketing materials are written and designed to attract your ideal customers and communicate your company’s unique qualities to prospects and customers. Verify that copyright dates are updated, that your style guidelines are being followed, and that everyone on your sales team is using the right version.

Focus On Customer Value

focus-on-customer-value

Look back at your best customers and identify the characteristics that make them profitable and enjoyable to work with. Make sure your ideal customer profile and buyer personas are accurate.  Update them as necessary to reflect the kinds of customers who will help you reach your growth goals.

Once your personas are updated, document the journey each persona will take toward becoming a customer. Your contacts take lots of tiny steps along the way to becoming a buyer. Plot out every interaction point your personas will have with your content or your company. Start at the end—what will they do immediately before signing a contract with you? At each point along the way, identify the persona’s main questions, motivations, and potential objections. Then identify the kinds of content you’ll need to create to meet them at each point along the buyer’s journey.

Status Of The Influencers

status-of-the-influencers

Don’t forget about your influencers. Feed your main contact the content they need to help educate and sell you internally. You should also determine what CTAs to include in order to lead them to the next step. Make sure you’re clear on what makes you different from your competitors. Talk to some of your customers and find out why they chose to buy from you—and what could make them switch teams.

If you’re launching a new product or service, think about where a buying community exists. Who are the major influencers? Don’t pay for tweets. Cut through the clutter by attaching your product to celebrities and voices that speak to controlled communities.

Make sure you have defined metrics for measuring success, and have assigned individual team members to be accountable for solving each issue. Learn from your mistakes and victories, and evolve your tactics as needed to maintain your traction.

Pragyan Sharma
Content Writer at BuildaBazaar
A quiet person, likes to keep things to myself - well mostly. Have a passion for writing. Loves singing and playing Guitar. Reader. Dreamer. Wanderlust.

18 thoughts on “A Guide To Marketing Plan In 2017

  • December 27, 2016 at 5:53 pm
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    When there is no marketing, there is no use of any company.

    Reply
  • December 27, 2016 at 6:04 pm
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    The best way to start the year off right is to first estimate how much u want to achieve at the end of the year.

    Reply
  • December 28, 2016 at 4:10 pm
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    Look ahead of time and see if any new company is going to enter your industry and capture the whole market like Reliance Jio in telecom sector.

    Reply
  • December 28, 2016 at 4:44 pm
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    Do some research on the upcoming trends in ur industry.

    Reply
  • December 29, 2016 at 5:27 pm
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    See where you are this year and find out where u want to b next year. Make it possible and do not set impossible goals.

    Reply
  • December 30, 2016 at 3:08 pm
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    A brand speaks for ur company. Hence design ur brand to attract and educate your persona.

    Reply
  • January 6, 2017 at 1:23 pm
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    I think you need to write more blogs on automated tools to make our process more efficient

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  • January 6, 2017 at 2:58 pm
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    They are very less of advertising on netflix, hotstar and others, we need to aim there as nowadays millennials do not view traditional television shows.

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  • January 6, 2017 at 3:38 pm
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    Market to ur customers based on their frequent usages and how they view advertisements, there is no point of having television ads for hostel students.

    Reply
  • January 6, 2017 at 4:36 pm
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    identify the persona’s main questions and have a ready made FAQ list for these.

    Reply
  • January 9, 2017 at 11:19 am
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    You need to make each point memorable for ur buyer’s to be inspired to move ahead along the channel of buying.

    Reply
  • January 9, 2017 at 11:29 am
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    You need to make each point memorable for ur buyer’s to be inspired to move ahead along the channel of buying.

    Reply
  • January 9, 2017 at 11:33 am
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    You need to make each point memorable for ur buyer’s to be inspired to move ahead along the channel of buying.

    Reply
  • January 9, 2017 at 1:20 pm
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    There is always an influencer for every product. So give them attractive deals and other beneficiaries for them to be a good influencer.

    Reply
  • January 9, 2017 at 3:01 pm
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    Talk to some of your customers and ask them for feedbacks and innovations and build on it.

    Reply
  • January 9, 2017 at 3:25 pm
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    Talk to some of your customers and ask them for feedbacks and innovations and build on it.

    Reply

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