How to Create a 2022 Strategic Marketing Plan

A solid marketing plan can help you achieve your goals and grow your business. In fact, CoSchedule 2022 Marketing Strategy Trend Report found that marketers who have a clear and organized process for their marketing tasks are 674% more likely to report success than their less organized counterparts.

Goal setting, being proactive, and being organized are hallmarks of an effective strategic marketing plan that can help you get results faster. That’s why it’s important to understand the different components of a strategic marketing plan as well as the steps to follow to create a successful strategic plan.

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What is a strategic marketing plan?

A strategic marketing plan is an outline of business goals and how to achieve them. While the specific structure of a company’s strategic marketing plan is unique depending on its needs and goals, some of the most common elements are:

  • An executive summary
  • Statement of objectives and current positioning
  • Market research
  • Target audience
  • Planned marketing actions
  • Key Performance Indicators (KPIs)
  • Competitive analysis
  • Budget
  • Surveillance

Who creates the strategic marketing plans?

If you choose to manage everything in-house, your marketing team will be an integral part of creating and implementing your strategic marketing plan. In the early stages, you may want to hire market research and data experts to help you draw the right conclusions based on the data you collect. In terms of on-the-ground implementation, tasks are typically delegated to content writers, designers, social media managers, and other members of the marketing team.

If one or more of these features are not covered by your team, you may need to consider outsourcing some parts of the process. For example, agencies can cover strategy and market research, and freelancers can help with simpler tasks like creating social media posts or writing copy for email campaigns.

Learn more about TechnologyAdvice: How to Persuade Leaders to Outsource Marketing Services

What situations require a marketing plan?

If you find yourself in any of the following scenarios, it might be time to create a strategic marketing plan:

  • You are looking to obtain financing.
  • Your business is growing, but you need a boost to reach your goals.
  • Business growth is slow or stagnant.
  • You want to make sure your marketing efforts are sustainable.
  • You are looking to target the right audience.
  • You want to understand past results to perform better in the future.
  • You should reevaluate your messaging and outreach strategies as part of a routine or annual planning process.

How to Create a Strategic Marketing Plan

When creating a strategic marketing plan, the first step is usually to think about the results you want to achieve from where your business is today. Your goals should be ambitious but not impractical or unattainable. One way to set realistic goals is to make them SMART: specific, measurable, attainable, relevant, and time-bound.

Once you’ve defined your goals, it’s important to determine who your target audience is, what unique benefits you can offer them, and what your budget constraints are. If you need a little more guidance in deciding which audiences to target, it can be helpful to conduct market research, A/B testing, and other tests to determine how to proceed with your marketing plan.

Next, it’s time to select the specific channels and tactics you plan to use to reach your audience. This may include digital marketing tactics such as social media and email marketing, or traditional advertising methods such as television commercials or newspaper advertisements. Once you’ve put your marketing plan into action, collect results from each campaign to understand where you can improve.

Finally, you should have a plan in place to evaluate and adjust your strategy based on what works and what doesn’t. It’s also a good idea to think about new opportunities that you can anticipate as your marketing plan develops.

Implement your marketing plan

A custom plan capitalizes on your internal resources and works within the parameters of your budget. If it becomes necessary to outsource certain elements of your plan, make sure your partner is aligned with your vision. With a strategic marketing plan ready to implement, your next step is to bring all stakeholders together to ensure everyone is on the same page.

Read next: How to Create a Small Business Branding Strategy

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