What is a good marketing plan?
Published on 8 Mar, 2021
What is a good marketing plan?

I was recently invited by The Greater Manchester Chamber of Commerce to take part in a panel of guest speakers on The Logros Show, hosted by Lee Dinsdale.

Alongside Ian Nicklin of In Business Ninjas, Sue Ollerhead of the Oxford Professional Education Group, we answered some questions around marketing, branding and LinkedIn.

What is the best definition of marketing?

Ian:  People can get confused with what’s marketing and what is sales – is it not all the same thing?  well to me if you’re taking it to the absolute basics marketing is reaching out to people that are interested in your product or services and getting them engaged to do something.  To me marketing is to generate a lead so that’s what you do with marketing.

Sales are when you have the lead and then you close them.  So how do you get through and that we’ll talk through this in a bit – how do you get through to the biggest concentration of your target market, get them interested and excited or curious to do something and then all of a sudden you take them from a suspect in your target market to a prospect; now you can do something with them and to me that’s what marketing is.

Why is marketing important to an organisation?

Gillian:   Well it’s that saying if you fail to plan you plan to fail and I think a good marketing strategy or a business plan it gives the company a road map, something to follow to help them stay on track.  If you hit adversity and situations that you weren’t expecting you can go back to your business plan revisit it and try and pick up where you left off.

It helps you sort of jog your memory where you’re at. It helps you to communicate better with your audience so if you’ve got a good plan in place you know your target audience, you know what they’re about, and you know what sort of thing will come across well to them, so you can then generate some good communication that will tie into that.

It helps you to manage your product portfolio so if you’re running a product portfolio make sure that you’re focusing on the products that are still relevant and that are getting good traction.  also it helps you to refocus your resources so if you’ve got a limited budget it’s possible that you can sell to everyone but to market to everyone would be very costly and a lot of time would be taken out so it helps you to really focus down into who you’re trying to target your market into.

What is a good marketing plan?

Sue:  I think this picks up on some of the things that Ian and Gillian were saying.  I think it’s really key that we embed some kind of process for environmental scanning.  We’re on shifting sands all of the time our customers are a moving target.  I’m not the same person as I was this time last year and I think covid and the pandemic has showed us that so we need to make sure that as Gillian said we’re constantly looking out for that.

Then making sure that there are some specific objectives and an actual strategy that contributes to where the business is trying to get to before we then look at our customers, translate that into tactics and then really importantly make sure that we’re measuring.  Are we achieving those objectives and taking any kind of corrective action?  So that we have this kind of concept of continuous improvement all of the time.

I think as marketers we’ve got a lot of data now to sift through and one of the stages that we miss is interpreting that data and putting it back into the top of the marketing plan in terms of how we can just keep on getting better as a process.  So kind of echoing what Gillian said with regards to just having that road map in place.

Achieving excellence

The show goes on to provide some fantastic insights about how to achieve excellence, what we think about coaching and mentoring and what our advice would be to students or individuals not currently in work or set up with their careers.

The full audio can be heard here.

10 Marketing Commandments

Marketing Commandment Number 1. Treat your customers with love and your competitors with respect.  Why? What’s in it for you? It helps to create brand loyalty, making them much more likely to be repeat  buyers.They’ll be more likely to share positive reviews...

What is a good marketing plan?

I was recently invited by The Greater Manchester Chamber of Commerce to take part in a panel of guest speakers on The Logros Show, hosted by Lee Dinsdale. Alongside Ian Nicklin of In Business Ninjas, Sue Ollerhead of the Oxford Professional Education Group, we...

How to build a brand

At one stage or another, all businesses will find themselves lost. Thats ok, it's probably because you've hit a good spell and you've been so busy working in your business that you havent had time to work on it! But hitting a difficult spell, like we all do from time...

Why communication is so important

It makes people feel reassured Everyone in the world is worried about job security, it’s looming over all our heads. Leaders are losing sleep over making redundancies and keeping their businesses afloat and employees just want their lives to carry on as they did...

What is User Experience?

There is a lot of hype around user experience or UX at the moment. It is a role that has become more prominent within organisations these days because they know that it is the key to providing customers with an experience that makes the difference between them buying...

How to be a better boss

If you have googled 'how to be a better boss' and come across my article, then firstly I applaud you for taking the initiative and asking the question, because guess what, it means you actually care and you're heading in the right direction. These little snippets are...

How to stand out from the crowd

To help your business stand out from the rest of the world, you need to think about your branding. Words synonymous with this word are: MarkingStampingLabellingNamingClassifyingDescribingCategorising Branding is your ‘markings’ – your logo, your digital assets, the...

Employee engagement = marketing

There are multiple ways a business can focus its marketing strategy. For example, a product or service focused business will give all it has to developing the best products or services that it possibly can. The difficulty here is that there may be no demand for them....

Advertising your business

It can be off putting thinking about advertising options when you maybe don’t have the budget to invest very much into it, but done right, advertising is the quickest way to get in front of your prospects. There are so many options when it comes to advertising, it...

What is coaching?

Coaching is a style of leadership that is characterised by working together and in partnership rather than dictating. It is thought to induce a higher level of creativity and improves motivation amongst employees. If coaching is a management style that you are...

You may also like