Strategic marketing planning in 5 steps

First, how is your company’s strategic marketing planning going? Are you doing this process correctly? Or, what is your perception of the expected results?

The correct planning of your organization’s digital marketing is essential for it to have a positive online presence, as well as attract and retain your customers. Therefore, you need to follow a logical sequence, that is, a process to be able to develop a more assertive plan.

With that in mind, in this text, we are going to introduce you to the main steps for creating a strategic marketing plan. So, if you need a little help to do this process, read on and check out all the information we’ve separated for you. Come on!

5 steps of strategic marketing planning

As we mentioned earlier, strategic marketing planning is crucial to the success of a company’s sales strategy. Therefore, its elaboration must be done with great care and discernment. This way, the chances of errors happening and, consequently, losses are smaller.

Considering the importance of this theme and thinking about helping you to put this process into practice. In this text we separate 5 steps for any manager or marketing director to be able to make their marketing plan in a strategic way. Check out!

1. Analyze current marketing strategies

The first step to good strategic marketing planning is to analyze all the actions you have already taken in this area for your digital business. In other words, it is necessary to verify what worked and what did not work in the campaigns implemented so far.

This way, you have the perception of how the company’s digital presence is, as well as being able to identify which online channels it has a profile, whether it has an optimized blog or website, whether the description of your persona is correct, among other details of the current strategy . This information will help you understand which actions can be reused and which need to be reformulated for the company to be successful in its digital marketing strategies.

2. Study the company’s internal and external environment

The next step is to study the business’s internal and external environment to identify its strengths, weaknesses, opportunities and threats. For this you can use a tool such as SWOT Analysis.

It helps you understand the strengths and weaknesses of the internal environment that is, what are the potentials and what are the points of improvement in relation to the company’s human, material and financial resources.

It is also possible to identify the opportunities that can be seized, as well as the threats that can hinder the company’s growth, such as economic crises, pandemics, government policies, competitive behaviour, among others.

After studying the characteristics of the company and the market, it is easier to develop a more realistic and effective strategic marketing plan for the company to put into practice and obtain the expected results.

3. Analyze the company avatar

It is essential that you also review the company avatar. So, see if it was described correctly and make the necessary changes. Remember that the ideal customer description is not static. Therefore, you can adapt it whenever the company’s reality changes.

But if the company does not have a defined avatar, it is necessary to do research to identify which is your ideal customer. Without this information, it is impossible to create an assertive strategic marketing plan, since your company needs to solve a pain for this consumer.

So, keep in mind that this description needs to be comprised of the persona’s main characteristics, pains, wants, needs, consumption behaviour, and buying objections. That way you have the information you need to develop more optimized marketing strategies.

4. Develop a strategic marketing plan

Now that you have all the information about the company, the market and the persona at hand, it is time to develop the strategic marketing plan. In this case, the first step is to define the objectives, that is, what you intend to achieve with the plan that will be developed.

Then you need to assign measurable goals so that you can analyze the results later. Just as you need to define what the strategies will be to achieve your goals. Remember that this is the main part of your planning, as it is the definition of the company’s marketing action plan.

It is interesting that this strategy is very detailed, that is, that it includes the actions that will be carried out, in which online channel, who will be responsible, what the costs will be, and what the schedule will be and what the expected results are. That way, your planning is more likely to be successful.

5. Measure the results of your planning

It is not enough to create a plan and put it into practice, it is also necessary to measure its results. Thus, you can identify which strategies worked and which didn’t. Thus, it is possible to make the necessary adjustments for you to be successful in your digital marketing actions.

To measure these results, you need to verify that the goals defined in the planning were achieved. In this case, you must use the analytical reports that the digital channels provide, as well as other tools, such as Google Search Console, Google Analytics, among others.