How to Create a Marketing Plan | Step-by-Step Guide
Summary
TLDR你准备开始营销,但不知道从哪里开始?在这个视频中,Visme的Mike Plogger将带你通过七个必要步骤,创建一个成功的营销计划。这些步骤包括:设定短期和长期目标,描述目标受众及其特征,制定高水平的营销策略和战术,进行市场研究和竞争分析,确定具体的营销目标,制定详细的营销策略,以及考虑预算。这段视频还介绍了各种模板,帮助你轻松创建专业的营销计划。
Takeaways
- 📝 制作营销计划的第一步是理解其目的,它应帮助设定目标、了解目标受众并优化营销活动的影响。
- 🎯 营销计划应包括短期和长期营销目标、目标受众描述和一到多个高级营销策略和战术。
- 📑 可以使用信息图表模板来清晰展示目标、受众和策略等关键信息。
- 🔍 在营销计划中,可以添加当前市场状况、关键绩效指标、预算或财务考虑以及计划执行时间表等详细信息。
- 👀 营销计划通常以PDF形式呈现,但也可以尝试通过信息图表、完整演示文稿或交互式网页来分享计划。
- 👋 营销计划的第一步是执行摘要,它简要概述公司和营销计划的关键细节。
- 🔄 回顾公司的使命、愿景和价值观,这有助于提供清晰度并回答营销计划的原因。
- 📚 进行市场和竞争对手研究,分析自己公司的优势和劣势,并使用SWOT分析来展示研究结果。
- 👥 确定目标客户,创建详细的客户画像,以便制定更有针对性的营销策略。
- 📈 明确营销目标,使用具体数字,如增加网站流量30%等具体目标。
- 🗓️ 制定营销策略,包括要做什么、如何做以及使用的渠道,并将其转化为可视化的步骤或阶段。
- 💰 详细说明预算考虑,清楚地列出达到目标的成本,并尽早设定上限。
- 🛠️ Visme提供了多种模板,适用于不同行业的营销计划,可以根据需要进行个性化调整。
- 🎨 Visme的信息图表模板以有趣、动画和清晰的方式呈现信息,使内容易于理解和记忆。
Q & A
为什么制定营销计划是必要的?
-营销计划是任何希望迈向成功的企业的必要操作,它有助于设定目标、理解目标受众,并优化营销活动的影响。
Visme提供哪些工具来帮助用户简化工作生活?
-Visme提供了设计、演示文稿或营销的工具,帮助用户成为真正的专业人士。
营销计划应该包含哪些基本要素?
-营销计划应包含短期和长期营销目标、目标受众及其人物画像的描述,以及一个或多个高级营销策略和战术。
如何通过Visme的模板来展示营销计划的关键细节?
-Visme的模板可以展示关键细节,如目标、目标受众和策略,以易于消费的页面形式呈现。
在营销计划中,如何呈现市场现状和关键绩效指标?
-可以在营销计划中添加市场现状的概述、关键绩效指标(KPIs)、预算或财务考虑,以及计划执行的时间表。
如何创建一个有效的营销计划的执行摘要?
-执行摘要是公司和营销计划关键细节的简要概述,应简洁明了,包括过去的成就和公司未来的发展方向。
SWOT分析在营销计划中扮演什么角色?
-SWOT分析(优势、劣势、机会和威胁)是展示研究的一种方式,帮助识别公司的发展路径、机会、设定目标等。
如何确定目标客户并创建营销策略?
-通过创建一个人物画像来确定目标客户,包括他们的年龄、收入、兴趣和价值观,然后根据这些信息创建更有针对性的营销策略。
在营销计划中,如何设定具体的营销目标?
-营销目标应具体并用实际数字表示,例如,不要只说增加网站流量,而应说在接下来的三个月内将网站流量增加30%。
如何将营销策略转化为可视化的步骤?
-可以将策略转化为一系列阶段或步骤,明确每个步骤需要完成的任务,以便团队和观众能够完全理解你的思路。
在营销计划中,预算考虑的重要性是什么?
-预算考虑对于计划至关重要,需要清楚地表明实现目标的成本,并尽早设定上限,以避免不必要的开支。
Visme提供了哪些行业特定的营销计划模板?
-Visme提供了多种行业特定的模板,如餐厅、房地产、SaaS或内容公司、社交媒体和个人品牌建设等。
为什么信息图表在营销计划中如此有用?
-信息图表以易于理解的方式展示信息,人们更有可能记住与视觉相结合的信息,而不是仅靠文本。
Visme如何帮助用户创建个性化的营销计划?
-Visme提供了可编辑的模板,用户可以根据自己的品牌进行定制,包括文本内容、颜色、字体、图标等。
Outlines
📝 制定营销计划的七个步骤
Mike Plogger 在视频中介绍了如何创建一个成功的营销计划。首先,理解营销计划的目的,包括设定目标、了解目标受众和优化营销活动的影响。营销计划应包含短期和长期目标、目标受众描述、一个或多个高级营销策略和战术。Visme 提供了信息图表模板,帮助清晰展示这些关键细节。此外,还可以添加市场状况概述、关键绩效指标、预算或财务考虑以及计划执行的时间表。Mike 还分享了七个步骤,包括从执行摘要开始,回顾公司的使命、愿景和价值观,进行市场和竞争对手研究,识别目标客户,明确营销目标,制定营销策略,并详细说明预算考虑。
🎯 明确营销目标与策略
在第二段中,Mike 强调了明确营销目标的重要性,指出目标应该是具体的数字,例如提高网站流量30%。接着,他介绍了如何将营销策略分解为可执行的阶段,并推荐使用视觉化工具来帮助团队和观众理解整个流程。此外,还讨论了如何使用不同的模板来展示信息,比如使用图表和时间线来清晰地规划项目的不同阶段。Mike 还提供了一些 Visme 模板的例子,这些模板可以帮助用户根据不同行业的需求定制营销计划。
🛠️ 利用 Visme 模板提升营销效果
最后一段中,Mike 推荐了 Visme 的多种营销模板,这些模板适用于不同行业和个人品牌建设。他强调了 Visme 在信息呈现方面的创新,特别是通过动画和清晰设计来展示信息图表。Mike 鼓励观众浏览 Visme 的模板库,以找到适合自己需求的模板,并强调了这些模板的可定制性,包括文本内容、颜色、字体和图标等。视频最后,Mike 感谢观众的观看,并邀请他们如果觉得有帮助就点赞,同时预告了下一次视频的内容。
Mindmap
Keywords
💡营销计划
💡目标受众
💡SWOT分析
💡执行摘要
💡市场研究
💡视觉信息图表
💡关键绩效指标
💡预算
💡营销策略
💡竞争分析
Highlights
创建营销计划的第一步是理解其目的,它应帮助设定目标、了解目标受众并优化营销活动的影响。
营销计划应包括短期和长期营销目标、目标受众描述和一或多个高层级营销策略和战术。
使用Visme的图表模板可以清晰地展示目标、受众和策略。
营销计划通常以PDF格式呈现,但也可以尝试制作信息图表、完整演示文稿或交互式网页。
创建有效营销计划的七个步骤包括从执行摘要开始,这是对公司和营销计划关键细节的简要概述。
重申公司的使命、愿景和价值观,为营销计划提供清晰度和方向。
进行市场和竞争对手研究,分析公司的优势和劣势,使用SWOT分析来展示研究结果。
识别目标客户,创建详细的客户画像,并使用模板在演示或会议中介绍。
明确营销目标,使用具体数字设定目标,如提高网站流量30%。
营销策略应从开始到结束详细说明,包括做什么、怎么做以及使用哪些渠道。
使用视觉化工具,如信息图表,帮助团队和受众理解你的思考过程。
详细说明营销计划的预算考虑,清晰地展示成本和潜在的隐藏费用。
Visme提供了多种模板,适用于不同行业的营销计划,如餐饮、房地产、内容营销等。
个人品牌营销模板可以帮助个人展示简历、技能和经验,并设定个人目标。
Visme的信息图表模板以有趣、动画和清洁的设计改变了信息呈现方式。
鼓励观众访问Visme.com开始使用模板,并在有帮助的情况下点赞支持。
Transcripts
so you're ready to start marketing but
you have no plan where do you begin what
should you include
how can you present it you have the
questions we have the answers
[Applause]
[Music]
hello world my name is mike plogger and
here at visme we aim to make your work
life easier whether it's design
presentations or marketing we have the
tools to help you become a true
professional marketing is a necessary
operation for any business looking to
take a leap towards success however if
you don't have the proper experience you
might be lost on how to create a
marketing plan and these are extremely
helpful when it comes to understanding
your business clarifying your goals
staying focused and keeping everyone on
your team on the same page
in this video i'll take you through the
seven necessary steps to creating a
winning marketing plan as well as share
a number of templates you can start with
right away shall we
understanding the purpose behind a
marketing plan is step number one
ideally it should be used to help you
set your goals understand your target
audience and optimize the impact of your
marketing campaigns communicating your
big strategy or idea is what your
marketing plan is all about in order to
do this every marketing plan should
consist of the following
number one your short and long-term
marketing goals number two a description
of your target audience and their
persona and number three one or more
high-level marketing strategies and
tactics this infographic template
available on visme right now features
each of these key details it clarifies
the objectives the target audience and
strategies in an easily consumable page
if you wanted to go the extra mile and
include even more detail you can also
add an overview of the current market
situation key performance indicators
budget or financial considerations or a
timeline on when the plan will be
carried out typically all of this
information is communicated on a pdf
just like the one we just saw but if
you're feeling creative try creating an
infographic a full presentation or an
interactive web page to share your plan
who knows it could be the difference
between your plan and someone else's
without further ado let's dive into
seven steps for creating an effective
marketing plan
step number one start with an executive
summary this is essentially a brief
summary or overview of your entire
company and the key details of your
marketing plan it highlights the
function of your business and the
purpose of your plan this shouldn't be
very long the summary can include past
achievements and the future direction of
the company
consider this template here the details
are concise and to the point you want to
tease your viewers on what's to come and
get them on the edge of their seats it's
not overwhelming just a quick
introduction before you get into the
meat of your plan
revisiting your company's mission vision
and values is important to highlight
early on
why it'll provide clarity and answer any
questions as to why your marketing plan
is the way that it is it'll show viewers
you had this in mind throughout your
entire planning process templates like
this can help because it'll educate or
remind your viewers how your company got
to the point they're currently at and
where you're looking to be in the future
one of the first steps with any plan is
doing your research study the market
study the competition what are others
doing that's working and then what can
you do to make it even better deeply
analyze your own company's strengths and
weaknesses touch on what you're doing
well but don't be afraid to communicate
what you think could be stronger a swot
analysis or strengths weaknesses
opportunities and threats is a great way
to present your research you can
visualize the company's path identify
opportunities set goals and so much more
this template right next to me can be
edited in visme and is completely
customizable from the text content to
the colors fonts icons you name it you
can edit all of our templates to match
your brand you can do the same for your
competitors compare your company with
another one in the industry to see how
they match up with one another side by
side it can be eye-opening sure but take
a hard look at the competition it's
crucial if you want to compete in the
market
after identifying your competition you
must identify your target customer this
will allow you to create more informed
and tailored marketing strategies vote a
person from scratch how old are they
what's their income what are their
interests what do they value
a template like this is perfect for
putting that person you've built on
paper and explaining him or her to your
audience during a presentation or during
a meeting
or what's one way that's almost always
used when someone wants to explain
themselves for a job
well a resume of course this template
more closely resembles an actual resume
it includes basic information a
photograph personality traits a bio
goals frustrations you can edit it
however you see fit to describe your
target audience and if your target
audience is a mixture of different
people try creating an infographic with
data widgets you can break down how much
you should cater to one group or the
other there's a number of different
charts and graphs you can use to help
but this template went with pie charts
to break down target customer
percentages it's easier to understand
than if someone was trying to explain it
without a visual
[Music]
okay you've done your research you know
your audience now it's time to outline
your marketing goals what are you hoping
to achieve with your marketing plan the
most important thing to remember with
this step is to be specific with actual
numbers if you're hoping to achieve more
web traffic don't just say the goal here
is to increase web traffic say my goal
is to increase traffic to our site by 30
percent within the next three months you
need a concrete goal not a blanket
statement
this template is simple easy to digest
and lays out specific goals they're all
measurable and clear following the
progress towards the goals won't be
difficult with how definitive they are
and as i mentioned deadlines could be
used as well if that's the case a
template like this could be more fitting
in order for this company to accomplish
a goal these three phases must be
properly carried out marketing plans
like this help viewers follow along as
they can refer back to them if they
start to get off track
continuing off my last point our sixth
step is to lay out your marketing
strategy from beginning to end there's
three details to write down and include
with this step one what to do two how to
do it and three the channels to use i
highly recommend turning this into a
visual so your team and audience can
fully understand your thought process to
make it even easier for them turn your
strategy into a series of phases or
steps it could look something like this
clarifying what needs to be done in each
step before moving on or if you want
more certain dates and deadlines this
template here could be even better
specific dates are laid out from the
first phase of the project to the launch
if you want to ensure something is
completed by a certain time we highly
recommend using this template
infographics in general are wonderful
for displaying information in a way that
is easy to understand people are much
more likely to retain information paired
with a visual rather than with text
alone another template to consider is
something like this lay out all of your
information in a detailed manner leaving
nothing to the imagination
last but not least detail the budget
considerations for your plan how much is
it going to cost in order to reach your
goal it's important to be clear with
this up front at least as best as you
can marketing can be costly and there
are often a lot of hidden expenses
this may be the most helpful template of
all it clearly lays out the cost to your
company try to set a cap early on so you
have a goal to stay under from the jump
[Music]
okay we've covered the steps for
preparing your marketing plan you should
be able to put one together from start
to finish but i did want to share just a
few more visme templates that may help
you depending on what industry you're in
this restaurant marketing plan template
is versatile for either massive chains
or local eateries you can replace the
photos with your own and change the
colors just like with other templates
if you're in real estate and are part of
a team or even if you're operating your
own business this template here can be
useful the swot analysis included makes
it perfect for businesses focused on
property marketing
maybe you work for a sas or content
company and you're looking to take your
content to the next level this template
will help you organize your editorial
calendar so you're able to reach your
goals on time
or what about social media we all manage
our own pages of some sort and all
businesses should have their own as well
want more followers this template can
lay out your goals describe your ideal
followers and so much more this digital
marketing template has a modern feel
with a number of different features swot
analysis executive summary goals
strategies it has it all just waiting
for you to hop on board and make it your
own
product marketing requires as much or
more research into consumers as any form
of marketing that's why this template
covers those basics as well as includes
the detailed marketing budget we covered
just a minute ago
want to market yourself build your own
personal brand well visme has the
templates for you too it's just a simple
three-page plan highlighting resume
skills and experience before getting
into your personal goals and it wouldn't
be a visme video without further
discussing infographics visme has
changed the game when it comes to
presenting information in fun animated
and clean designs this one page
marketing infographic template contains
all the necessary details and won't
overwhelm your audience
okay now that you've done at least some
of your research it's time for you to
get to work i highly recommend at least
scanning visumy's template collection
there's even more marketing templates
past the ones that we've discussed today
and they're waiting for you right now
head to visme.com to get started in the
meantime thank you so much for watching
if we were of any help we'd love for you
to click that like button down below
and if that's not in the cards well
maybe next time we'll see you again soon
for now i'm mike plogger with visme
helping you make information beautiful
[Music]
you
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