Are you ready to take your brand to the next level and hustle hard to accomplish all your goals? It’s essential to have goals for your business, and equally crucial to have a marketing plan to achieve them. Much like driving a long road trip without a map, you may get there, but you likely won’t be as efficient as you could be. Even though we have already begun the year, that doesn’t mean there isn’t still time to create a killer marketing strategy.

Use GROWL’s 4 steps to get started creating your stand-out marketing plan.

1 Conduct research

This is a multi-tiered section and includes a couple of different research and analysis points. Begin by creating a SWOTT analysis to help you understand where your business stands internally and externally.

S – Look at your business’s internal strengths. What marketing efforts are going well, and what actions have been successful? Are there any data points to support this that would be beneficial to include?

W – Determine your marketing internal weaknesses. Are there any marketing efforts not producing results?

O – What opportunities are available for you to capitalize on externally? Using what you learned about your strengths and weaknesses, see how you can act on growth and improvement opportunities.

T – Understand external threats from competitors, regulations, and other entities that will impact your business. Foreseeing threats will help you prepare for challenges and change.

T – Be aware of the trends happening beyond your industry. This can include social media developments or world events. Watching trends will help you understand the market you are competing in and identify new ways to reach a new and engaged audience.

Next, research both your customers and your competitors. Try to get an inside look at your customers, understand their pain points and core needs by creating personas to help ensure your marketing efforts reach the right audience. When looking at your competitors, try to pinpoint what they do well and identify gaps that your business can fill. Robust research builds the foundation of your marketing plan.

2 Set SMART goals

Once you’ve assessed your brand’s past and existing situation and identified your target audience, you can start setting SMART goals! Building SMART goals mean that you should clearly state what you are trying to accomplish, what time-frame, and have an identifiable measurement metric. Be sure the goals you set are realistically attainable and relevant to your business vision and mission statement.

3 Develop your Strategy

Before you get started working furiously to accomplish the SMART goals you’ve set, take a look at the logistics and determine the steps you’ll need to take to see success. These should be outlined in your marketing plan, providing a guide.

First, you’ll need to know the marketing budget you are working with and then choose the tactics that will help you accomplish your goals. Potential marketing channels include paid ads, partnerships, content marketing, etc. Figure out how much money it will cost to do these things and on what timeline. With all of this information, you can determine how to allocate your budget appropriately throughout the year.

4 Finalize with an Executive Summary

While it comes first, save your marketing plan’s executive summary for last. This section should provide context to your marketing plan including company goals, marketing triumphs, future plans, and other relevant details. You can include your brand’s vision and mission statement as well. This will help make sure your marketing goals stay in alignment with your overall company goals. Don’t overload this first section with too much information. Remember to keep this section relatively brief and lead with the most valuable information.


Need help creating and executing a killer marketing strategy? Contact the GROWL Team today!

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