2. Have a clear understanding of your target audience
Consider a profile of your ideal customer and think about what motivates them, where they might go and how they think. Your campaigns should try and enter into their world and appeal to their tastes. You may wish to pick out a niche or segment of the market. Clearly identifying your target audience should help to add focus to your marketing plan.
3. Consider your goals
To measure how effective your marketing campaigns are you need to have a clear understanding of what you are trying to achieve. For instance a goal of a particular campaign might be to obtain a 5% increase in sales during a specific quarter. You might want to consider how you would track engagement and leads generated from your various campaign activity. In addition the focus on specific, measurable and achievable goals can help to motivate you to achieve these goals.
4. Set your marketing budget
For any marketing campaign it’s extremely important to set a budget. For start up businesses this may mean using newly acquired funds and for established businesses allocating a percentage of projected gross sales. There will be marketing tactics and channels to fit even the most limited budget. Don’t be afraid to tell people your budget. Effective marketing is all about maximising your available budget.
5. Develop the marketing communications and tactics you’ll use
Once you’ve identified your target market, agreed your goals and decided on your budget. You’ll be well placed to focus on the tactics and communication channels that are most appropriate to the campaign. The same tactics and channels will not be appropriate for every campaign. To identify your ideal marketing mix, find out which media your target audience turns to for information on the type of product or service you provide. Consider using tactics or channels that your competitors may not be using to help you stand out.