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How To Create And Present An Annual Marketing Plan For The New Year
You create a brilliant annual marketing plan. Then, you pitch it to your investors with an impressive presentation. Know the practical tips to do all that.
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Creating an annual marketing plan may help you increase your marketing ROI. It is indeed a requisite step to generating more sales, profits, and growth. Here are some valuable tips to create and then effectively present your marketing plan to your stakeholders. ~ Ed.
With the beginning of the New Year, the chances are that you are dwelling on how to hit your target numbers in the next coming 12 months. That’s possible if you use a marketing plan.
A marketing plan is an overview that outlines your intended marketing strategy over a period. It ranges from assessing the target audience, budgeting, strategies, key performance indicators, and much more.
The dawn of each New Year is the ideal time to audit your existing marketing strategy. It aids you to design a new annual marketing plan for the year ahead.
No matter if you are a small business owner or marketing head of a giant corporation. A well-defined marketing plan is a requisite for you to boost your sales and expand your growth. While it might not be mandatory to remodel your plan each year, a revamped marketing proposal helps you to set new business priorities.
A good marketing plan is only successful if you present it to your clients and managers in an attractive way. But, how to craft a splendid marketing plan and how to start a presentation with it?
Leave all your worries to me. This article will prove to be every marketer’s paradise with a step-by-step guide to creating a marketing plan for great marketing ROI over the next year. Not only that, but through this article, you will also attain incredible insights about how to present your plan to your stakeholders.
Let’s move ahead and understand how to create your perfect marketing plan.
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5 Tips to Create an Annual Marketing Plan
Do a budget analysis, upgrade your buyer persona, frame SMART goals, and more. Check them all out here.
Audit Your Current Situation with SWOT Analysis
It is vital to assess where your company stands in the market before composing a marketing plan. Assess questions like – What were the growth levels of your company? What was your USP to attract your audience this year? Has your target market shifted their needs from your product to your competitors?
Garner in-depth knowledge about such questions through SWOT analysis. Create a SWOT presentation or sketch out your brand’s strengths, weaknesses, threats, and opportunities. Study your competition and their marketing tactics. Examine their shortcomings and selling points based on your research this year. It will assist you in identifying areas where you can beat your competition the next year.
Frame SMART and Metric Driven Goals
Determine a clear idea of what your brand wants to accomplish next year before you begin developing your marketing plan. Your marketing strategy should correlate to your marketing goals and objectives. A tip here is to align your aims with a SMART framework.
Ensure to keep them Specific, Measurable, Achievable, Relevant, and Time-Bound (SMART). Specific and time-framed goals create a more targeted and realistic marketing plan. Every marketer has different goals, as required by a business. Therefore, it is necessary to outline them. Employ goals that can be measured with metrics to keep their progress on track.
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Upgrade Your Buyer Persona
With the rising competition in the market, it has become more challenging to hold the customers loyal to your brand. Whether you’re a B2B or B2C company, it is not possible to push your product to everyone in the market. To tackle this, you ought to upgrade your buyer persona that includes a psychographic segmentation of your target market.
Research and establish demographics of new customers such as age, gender, income, traits, and trends to expand your target market. Identify new market areas where your business thrived this year. Include its size and location to create marketing materials tailored to your customers. Analyze questions like- Who is your target audience? Why do they value your brand? What new changes do they expect in the products next year?
Action Plan with Strategies and Tactics
Evaluate which strategy worked for you this year and which did not with the help of metrics and key performance indicators (KPIs). An optimal marketing plan consists of thought-out strategies aligned with your brand aesthetics. Map out the significant distribution and promotional channels that prove to be an asset for your company next year.
Ensure to complement your strategies with appropriate tactics to achieve them. For example, your policy may be to boost company sales with digital marketing the next year. Your tactical structure must include content marketing and SEO practices to achieve it. Focus on website conversions, pay-per-click advertisements, and lead generation.
Budget Analysis
Budgeting is a critical part of the marketing plan. Every new tactic next year will also need to have its allocated budget. Start by evaluating what areas were a success this year to pinpoint marketing activities that led to a low return on investment (ROI). It will prepare you with a holistic cost-vs-profits analysis based on your marketing strategies.
You can either reform or switch those marketing activities which did not work for your brand to save your money. Diversify your budget across multiple channels like digital marketing, advertisements, public relations, influencer marketing, and social media.
Create a field to track your actual spending and budget variance to make any adjustments needed in the year.
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How to Present Your Marketing Plan
All set with the marketing plan? Now, how to pitch it to your investors to make them believe in it? A stellar PowerPoint presentation is the solution to all your hassles. A slide deck with its visual charm is the perfect platform for you to resonate your marketing plan with your audience. A flawless presentation is optimal to showcase your marketing plan with compactness and conciseness.
When it comes to getting hold of a C-level audience’s attention, a presentation has to be more than a bunch of slides. The presentation should be as dynamic and engaging as your marketing plan! For that, you may consider following some effective tips.
Let us find out the essentials of a marketing plan slideshow. Here are 4 tips to present your annual marketing plan.
Pick a Template
Choose a marketing plan template from the multitude of sites available online to prevent forming it from scratch. Select a template that suits your business niche to save you valuable time. A template will render your plan with a definite structure and give it a clear outline. Leverage templates like Market Segmentation templates and Sales Funnel to craft a stunning slide deck that effectively responds to user’s needs.
Not just that, a template can kickstart your presentation goals since it provides a base on which you can build and deploy content. Gone are the days when presentations were made from scratch. Today, you can pick a professional marketing template and build an engaging, comprehensive presentation instantly. A pixel-perfect template can help you capture the interest of your audience.
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Incorporate Superior Illustrations
A presentation with all text and no graphics will compel your clients to doze off after a while. Ensure to integrate your slides with vibrant visuals, HD images, and stunning iconography. Assimilate relevant illustrations that complement your plan to make your slides more captivating and charming.
Handpicked imagery will also help you to reinforce it in the minds of your audience for a long time as images are more memorable than plain text. At the end of the presentation, the goal is to enrich your audience with ample information to initiate a call to action. Engaging illustrations are helpful to reinforce the learning throughout a presentation.
Levy Data Visuals with Charts and Graphs
A great marketing plan is sure to include data and statistics. But, imbibing your slides with bulleted figures will not create the desired impact. Give a top-notch design to your plan by converting your data into visuals with the help of charts and graphs. Colour-coded charts, tables, pie diagrams, flowcharts, and timelines are consummate to make your marketing numbers more digestible.
The thing is, no one likes to read numbers straight off the slides. Having engaging charts and graphs allure the audience. One should note that your audience will always try to draw some inference from the numbers. If you’re projecting the numbers through well-crafted charts and graphs, you make it easy for your audience to comprehend the data and draw valuable insights.
Executive Summary
Every plan is incomplete without a brief executive summary. Ending your marketing plan off on the right foot is pivotal. You want to pull your clients into your perfect plan for marketing domination. Dedicate your last slide to write down an executive summary highlighting the main points. It will introduce your investors to your company goals, marketing triumphs as well as new plans.
Wrapping Up
Avoid setting your annual marketing plan in stone. Keep a window to adapt to flexible plans throughout to take on the changing business environments.
Be sure to measure your marketing success with metrics like Marketing Qualified leads (MQL), Funnel Conversion Rates, and website analytics reports. Make adjustments to your plan when required to maximize the performance of your marketing campaigns. Happy Marketing!
Over to you
How do you create your annual marketing plan? What tips do you suggest for the marketing plan presentation? Share in the comments below.
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Disclaimer: Though the views expressed are of the author’s own, this article has been checked for its authenticity of information and resource links provided for a better and deeper understanding of the subject matter. However, you're suggested to make your diligent research and consult subject experts to decide what is best for you. If you spot any factual errors, spelling, or grammatical mistakes in the article, please report at [email protected]. Thanks.
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Great article, Germán! As an expert in marketing, I found your step-by-step guide on creating and presenting an annual marketing plan extremely valuable. It’s always important to stay updated and keep learning in this dynamic field, and your insights have given me new ideas to enhance my own strategies. Thank you for sharing your expertise and helping marketers like me grow!
Thanks for sharing such a great post, it helped me a lot.