Integrating An Effective Marketing Plan Class 4: Leveraging Marketing for You & Your Business presented by Stirling Morris
Apr 22, 2015
Integrating An Effective Marketing Plan
Class 4: Leveraging Marketing for You & Your Business
presented byStirling Morris
Putting a Marketing Plan into Action
Learning Objectives:
● Developing a living Marketing Plan● Implementing marketing strategies
that drive results● Making the Marketing Plan a cohesive part of the
Business Plan● Leveraging Marketing analytics for continuous
improvement
Effective Marketing is realized when the rubber hits the road
Developing a Living Marketing PlanAn effective marketing plan is a living document with the sole purpose of breathing life into your business.
The internet never sleeps, neither should your marketing
Have An Idea? Write It Down Now!
Even if it's just an outline, having a written Marketing Plan keeps you engaged with your business and your customers
Did you forget a pen and paper? Use your smartphone or tablet!
Marketing Strategies Drive ResultsMarketing is the process of communicating the value of a product or service to the customer
What are you offering? Who is your audience? How do you reach them?
Product → Solution
Promotion → Information
Price → Value
Place (Distribution) → Access
Supporting the Business Plan with Marketing
Innovation & technology are at the heart of business growth & Social Good
Your Marketing Plan Breathes Life into the Business Plan
A Marketing Plan is as critical as the Business Plan.
For both Plans to be successful, ask yourself:
● When was my last Planreview?
● How often do I review myPlan?
● Who am I involving todevelop my Plan?
● What steps am I taking toimprove my Plan?
The New Social Customer Life Cycle
Whether you are a individual, business, or organization, understanding today's social customer will ensure positive engagements.
If today's social customer were to review your online marketing today, what would they
discover?
Analyzing Marketing for Continuous Improvement
What are some practical resources?○ Social Media, Bookmarking, & Google Analytics○ CRMs & Kaizen Events○ Evaluations & Surveys
The Takeaway
● Develop a living Marketing PlanToday's marketing never rests
● Implement marketing strategies that drive resultsDiscover your business' value proposition
● The Marketing Plan is part of Business PlanYou can't get anywhere without a map
● Leverage analytics for continuous improvementListen to your staff as well as your customers
Looking Ahead . . .
Class 5: Great Marketing is a Process of Continuous Improvement
What questions do you have for me?