Before you come up with a marketing plan, it’s important to understand the role marketing has in your business.
Consider your goals, your customers, and your channels as you create your 2024 business plan.
Translate your 2024 business goals into smaller goals that have measurable milestones.
Break down your tasks for the year by quarter, month, week, and day.
A great business plan is born when you truly understand the role that marketing plays in a business. Some people equate marketing with “sales”. Here at TTG, we like to define marketing as starting or continuing a conversation. It’s about beginning relationships with new customers and growing relationships with current ones. Depending on your industry and type of business, your marketing goals will vary. Your ambition could be to raise awareness, generate leads, increase retention, or support sales. (Or perhaps it’s a mix of all these!)
So where do you begin with making your 2024 marketing plan? Join us as we share an easier way to create your business plan. We’ll walk you through defining your goals and audience, establishing specific and measurable milestones, and putting this plan into practice throughout the year.
The Conventional Marketing Plan
The phrase “marketing plan” likely conjures up images of a lengthy document that outlines every strategy and process a business will take to achieve its goals for the year. If you browse marketing plan templates online, these plans typically include categories like the following: executive summary, target customers, marketing materials, promotions strategy, digital marketing strategy, conversion strategy, and retention strategy. The level of detail involved in conventional marketing plans can be daunting and headache-inducing for the average business owner.
The Easier Way
A better way to create your 2024 business plan is to think of it in three parts: your goals, your customers, and your channels. These three facets are the building blocks that make up any solid marketing strategy.
Simple Steps to Defining Your Goals
When establishing your business’s goals, use a SMART goal approach. For each goal, break it down by each letter of the SMART acronym.
Determine the who, what, where, and why of your goal. The more specific you are, the easier it will be to monitor your progress toward this goal and understand exactly when you’ve reached it.
This is the numerical outcome you want to achieve with your goal. For instance, the percentage by which you want to increase leads or reduce expenses in 2024.
This is the tools you’ll need as you go about bringing your goal into reality. For example, this could be spending more marketing dollars and focusing your messaging more on a certain area of your business.
Look at how your goal fits with your business’s purpose. A great goal always ties in with why your business exists in the first place and the problem you hope to solve for your target customers.
It’s essential to set timeframes for your business goals. For instance, you want to see X results within 3 months, 6 months, or 12 months from now.Be realistic with the timeframes you set. For example, if your goal is increased traffic to your website and blog, allow enough time for the SEO to “work” as you’re setting the deadline for this goal. It takes time to start seeing results from content marketing.
Your Customers Will Inform Your Marketing Messaging and Methods
Knowing your target audience is key to the success of your 2024 marketing plan. Break down the demographics, psychographics, and technographics of the customers you’re trying to reach. The type of customers you have will determine your messaging, the optimized keywords your content incorporates, and the mediums you use to connect with them in the new year.
As you create your 2024 marketing plan, spend some time writing out all the marketing channels your business will use in the new year. It’s normal to focus more on certain channels than others, depending on your target audience. For instance, if you’re targeting Gen Z customers, perhaps you’ll focus more time and energy on Instagram and Tik Tok strategies than your LinkedIn and email marketing strategies.
When reviewing what marketing channels you’ll use for your business this year, don’t forget that you are a marketing channel for your brand. That’s particularly true if you’re a solopreneur. Make sure you’re consistent in the terms you use and how you describe certain products/services. And ensure that your team uses and promotes this same vocabulary, so your brand and its messaging is cohesive.
Suggestions on What to Do When
After you’ve established your overall goals for 2024, break it down by quarter, month, week, and day so you know exactly what you need to do to see success. Here are some basic checklists for what to do on a quarterly, monthly, weekly, and daily basis to keep your 2024 plan on track.
- Coordinate traditional marketing assets
- Define & refine budgets
- Evaluate data trends
- Define your campaigns
- Plan assets needed for your campaigns
- Review previous month’s data
- Create & schedule social content
- Write copy for upcoming campaigns
- Publish web content needed for upcoming campaigns
- Schedule digital advertising for upcoming campaigns
- Review automated emails
- Review and adjust
- Review leads and potential partnerships
- Create, test, and schedule upcoming content
- Monitor and respond to social comments, messages, and website form inquiries
- Give your Google Analytics dashboard a quick review
When to Call in the Pros
If establishing your 2024 marketing plan still has you stressed and sleepless, it’s time to rope in the experts. Don’t hesitate to contact us at Technology Therapy® Group to set up a tailored coaching session.