How to Plan an Effective Marketing Strategy

Food for thought.

Zoe Buckingham's Blog

Marketing_Planning

If you run a business, how do you build an effective marketing strategy? It sounds so easy, doesn’t it?

If you’re not sure of how to plan your marketing, the worst approach is to adopt a scatter-gun approach. The following are statements that are heard too often in companies who have just realised that they should be doing more marketing: “It worked for so-and-so”, “Look, this is new so we must try it”, or conversely “We’ve always done this so let’s keep on doing it”!

Let’s bring planning, analysis and objectivity into decision-making around marketing.

You shouldn’t even start on your marketing plan until the business plan for the company is in place. Marketing is not a panacea for the business. You must know who you are trying to sell to, in what markets and have researched the competition. Pricing and product design needs to be just right as otherwise…

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