Posted by Teressa Poe-Culton on July 30, 2014
Creating the Ultimate Mobile Marketing Plan
When I started writing this post several weeks ago, I was thinking about making sure you were pointed in the direction of writing a professional marketing plan. A marketing plan that would be included within your business plan. But then reality set in, and please don't be offended by what I'm about to say, too many business owners don't, unfortunately, have a business plan. The lack of, or feeling that a business plan isn't necessary leads to having a custom tailored job, not a business. I speak from experience.
Growth has to be planned, and a marketing plan is part of that overall plan. Even if your plan is just a few pages long, it makes no difference. Put your thoughts to paper and use them as a road map; this is your journey. Your “Vision” is your destination, determine your best route, then decide how you're going to get there.
Simply put, your Business Plan and your Marketing Plan must work together. Your business plan talks about your business; what you do and how you do it, whether it's a product or a service you offer. Your business plan explains the essence of your business in terms that a layman can understand. In other words, your business is defined by your business plan. Your marketing plan is in sync with your business plan in that it is the roadmap your business will follow to grow and thrive. The implementation of your marketing plan makes it possible for all the wonderful things you have planned for further down the road to become a reality!
Now that we're on the same page and have an understanding of the importance of having a marketing plan, let's get started on the process of planning your mobile marketing plan. You've had a few weeks to think about it, but if you need more time, that's quite alright. There are templates available that only require you to fill in the blanks, but they still require some thought before those blanks are filled in.
Remember to start with your destination or “Vision Statement” in mind, and work your way backwards. If you really haven't been giving this any thought, you'll more than likely find it easier to accomplish this task by starting from the very beginning; namely what you plan to do in the next 30 days to get attention for your business.
Since we're focusing on a mobile marketing plan, a lot of your efforts should be concentrated on what needs to be done online to make certain your current customers, prospective customers, and your target market, all mobile users, are aware of your presence on the mobile web.
Whether your business is a brick and mortar or web-based, you should make your first priority a mobile website. There are a couple different ways to approach this; have your current site redone so it's responsive, or have a mobile website built that reflects your current desktop site. A bad mobile experience is the last thing you want to want to be identified with.
Your Marketing Plan is part of your Business Plan so the Executive Summary doesn't need to be repeated.
The most important elements, or sections, that should be included in your mobile marketing plan are:
1. Promotional Strategy – techniques you plan to use to promote your business
2. Collateral Materials – Digital (go Green) and Print (as a last resort)
3. Online Marketing Strategy – IMPORTANT!
Financial Projections - Expenditures in different areas & expected ROI, in terms of growth:
I write from experience. I've probably made every mistake in the book,and it's been one heck of a learning experience! Now it's time to shine and this is my marketing plan. Care to join me and try it out? Check out my marketing and branding tools while you're here. M'PRESS'D™ DBC is perfect for execs who pass out a lot of cards and do a lot of networking.
Get your outline together and put some meat on it. This isn't something that should be done overnight.It might take a couple of days, at least. Then again, depending on how much thought you put into it, it could possibly be longer. Don't worry about how long it takes. Just do it!
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