Integrating An Effective Marketing Plan

Class 4: Leveraging Marketing for You & Your Business

presented byStirling Morris

Putting a Marketing Plan into Action

Learning Objectives:

● Developing a living Marketing Plan● Implementing marketing strategies

that drive results● Making the Marketing Plan a cohesive part of the

Business Plan● Leveraging Marketing analytics for continuous

improvement

Effective Marketing is realized when the rubber hits the road

Developing a Living Marketing PlanAn effective marketing plan is a living document with the sole purpose of breathing life into your business.

The internet never sleeps, neither should your marketing

Have An Idea? Write It Down Now!

Even if it's just an outline, having a written Marketing Plan keeps you engaged with your business and your customers

Did you forget a pen and paper? Use your smartphone or tablet!

Marketing Strategies Drive ResultsMarketing is the process of communicating the value of a product or service to the customer

What are you offering? Who is your audience? How do you reach them?

Product → Solution

Promotion → Information

Price → Value

Place (Distribution) → Access

Supporting the Business Plan with Marketing

Innovation & technology are at the heart of business growth & Social Good

Your Marketing Plan Breathes Life into the Business Plan

A Marketing Plan is as critical as the Business Plan.

For both Plans to be successful, ask yourself:

● When was my last Planreview?

● How often do I review myPlan?

● Who am I involving todevelop my Plan?

● What steps am I taking toimprove my Plan?

The New Social Customer Life Cycle

Whether you are a individual, business, or organization, understanding today's social customer will ensure positive engagements.

If today's social customer were to review your online marketing today, what would they

discover?

Analyzing Marketing for Continuous Improvement

What are some practical resources?○ Social Media, Bookmarking, & Google Analytics○ CRMs & Kaizen Events○ Evaluations & Surveys

The Takeaway

● Develop a living Marketing PlanToday's marketing never rests

● Implement marketing strategies that drive resultsDiscover your business' value proposition

● The Marketing Plan is part of Business PlanYou can't get anywhere without a map

● Leverage analytics for continuous improvementListen to your staff as well as your customers

Looking Ahead . . .

Class 5: Great Marketing is a Process of Continuous Improvement

What questions do you have for me?