5个步骤来制定出色的营销计划[免费模板]

您是否每年都对团队的营销策略进行良好的努力？

你应该。年度营销计划可以帮助你your marketing on the right course to make your company's business goals a reality. Think of it as a high-level plan that guides the direction of your team's campaigns, goals, and growth.

Without one, things can get messy -- and it's nearly impossible to put a number on the budget you'll need to secure for the projects, hiring, and outsourcing you'll encounter over the course of a year if you don't have a plan.

Keep in mind there are variations to the marketing plan you need, depending on your industry and the goals of your marketing team. To make your plan's creation easier, we've put together a list of what to include in your plan and a few different planning templates where you can easily fill in the blanks.

To start, let's dive into how to create a marketing plan and then take a look at what a high-level marketing plan has inside.

In this article, we're going to discuss:

• How to Create a Marketing Plan
• What a High-Level Marketing Plan Includes
• 营销Plan Templates You Can Use
• Plus —社交媒体计划模板

1.进行情况分析。

Before you can get started with your marketing plan, you have to know your current situation.

What are your strengths, weaknesses, opportunities, and threats? Conduct a basicSWOT分析is the first step to creating a marketing plan.

此外，您还应该了解当前市场。您如何与竞争对手相提并论？做一个competitor analysisshould help you with this step.

Think about how other products are better than yours. Plus, consider the gaps in a competitor's approach. What are they missing? What can you offer that'll give you a competitive advantage? Think about what sets you apart.

Answering questions like this should help you figure out what your customer wants, which brings us to step number two.

2. Define your target audience.

Once you have a better understanding of the market and your company's situation, make sure you know who your target audience is.

如果哟ur company already has买方角色, this step might just mean you have to refine your current personas.

如果您没有买家角色，则应创建一个。为此，您可能必须进行市场研究。

您的买方角色应包括人口统计信息，例如年龄，性别和收入。但是，它还将包括诸如疼痛点和目标之类的心理信息。是什么驱动您的观众？他们有什么问题可以解决您的产品或服务可以解决？

Once you have this information written out, it'll help you define what your goals are, which brings us to step number three.

3. Write SMART goals.

My mother always used to tell me, "You can't go somewhere unless you have a road map." Now, for me, someone who's geographically challenged, that was literal advice.

However, it can also be applied metaphorically to marketing. You can't improve your ROI unless you know what your goals are.

After you've figured out your current situation and know your audience, you can begin to define yourSMART goals.

SMART goals are specific, measurable, attainable, relevant, and time-bound. This means that all your goals should be specific and include a time frame for which you want to complete it.

例如，您的目标可能是在三个月内将Instagram关注者增加15％。根据您的整体营销目标，这应该是相关且可实现的。此外，此目标是特定的，可衡量的和时间限制的。

Before you start any tactic, you should write out your goals. Then, you can begin to analyze which tactics will help you achieve that goal. That brings us to step number four.

4. Analyze your tactics.

At this point, you've written down your goals based on your target audience and current situation.

Now, you have to figure out what tactics will help you achieve your goals. Plus, what are the right channels and action items to focus on.

For example, if your goal is to increase your Instagram followers by 15% in three months, your tactics might include hosting a giveaway, responding to every comment, and posting three times on Instagram per week.

Once you know your goals, brainstorming several tactics to achieve those goals should be easy.

但是，当您编写策略时，您必须牢记预算，这使我们成为第五步。

5. Set your budget.

Before you can begin implementing any of your ideas that you've come up with in the steps above, you have to know your budget.

For example, your tactics might include social media advertising. However, if you don't have the budget for that, then you might not be able to achieve your goals.

While you're writing out your tactics, be sure to note an estimated budget. You can include the time it'll take to complete each tactic in addition to the assets you might need to purchase, such as ad space.

Now that you know how to create your marketing plan, let's dive into the elements that a high-level marketing plan should include.

营销Plan Outline

营销计划可以变得相当详尽，以反映您所在的行业，无论您是向消费者销售（B2C）还是其他企业（B2B），以及您的数字形象有多大。但是，这是每个有效的营销计划的要素：

1.业务摘要

在营销计划中，您的业务摘要正是听起来像：组织的摘要。这包括：

• The company name
• Where it's headquartered
• Its mission statement

2. Business Initiatives

The Business Initiatives element of a marketing plan helps you segment the various goals of your department. Be careful not to include big-picture company initiatives, which you'd normally find in a business plan. This section of your marketing plan should outline the projects that are specific to marketing. You'll also describe the goals of those projects and how those goals will be measured.

3. Customer Analysis

在这里您将进行一些基本的市场研究。如果您的公司已经raybet电子竞技进行了全面的市场研究，那么您的营销计划的这一部分可能更容易整理。

Ultimately, this element of your marketing plan will help you describe the industry you're selling to and your buyer persona. A buyer persona is a semi-fictional description of your ideal customer, focusing on traits like:

• Age
• Location
• Title
• 目标
• Personal challenges
• Pains
• Triggering events

4.竞争者分析

您的买家角色在解决问题，他们考虑的两种类型的解决方案中的选择以及可以管理这些解决方案的提供商方面都有选择。在您的市场研究中，您应该考虑自己的竞争，他们的表现以及您可以填补的差距在哪里。这可以包括：

• Positioning
• Market share
• Offerings
• 价钱

5. SWOT Analysis

Your marketing plan's Business Summary also includes a SWOT analysis, which stands for the business's strengths, weaknesses, opportunities, and threats. Be patient with your business's SWOT analysis; you'll write most of it based on your market research from the sections above and your strategy below.

6. Market Strategy

Your Market Strategy uses the information included in the above sections to describe how your company should approach the market. What will your business offer your buyer personas that your competitors aren't already offering them?

In a full-length marketing plan, this section can contain the "seven Ps of marketing":

• Product
• 价格
• Place
• Promotion
• People
• Process
• Physical Evidence

(You'll learn more about these seven sub-components inside our free marketing plan template, which you can download below.)

7.预算

Don't mistake the Budget element of your marketing plan with your product's price or other company financials. Your budget describes how much money the business has allotted the marketing team to pursue the initiatives and goals outlined in the elements above.

根据您的支出数量，您应该考虑将预算花费的钱列出此预算。示例营销费用包括：

• 将成本外包给营销机构和/或其他提供商
• 营销software
• Paid promotions
• Events (those you'll host and/or attend)

8. Marketing Channels

Lastly, your marketing plan will include a list of your marketing channels. While your company might promote the product itself using certain ad space, your marketing channels are where you'll publish the content that educates your buyers, generates leads, and spreads awareness of your brand.

如果哟u publish (or intend to publish) on social media, this is the place to talk about it. Use the Marketing Channels section of your marketing plan to lay out which social networks you want to launch a business page on, what you'll use this social network for, and how you'll measure your success on this network. Part of this section's purpose is to prove to your superiors, both inside and outside the marketing department, that these channels will serve to grow the business.

Businesses with extensive social media presences might even consider elaborating on their social strategy in a separate social media plan template.

9. Financial Projections

Knowing the budget and doing analysis on the marketing channels you want to invest in, you should be able to come up with a plan for how much budget to invest in which tactics based on expected ROI. From there, you'll be able to come up with financial projections for the year. These won't be 100% accurate but can help with executive planning.

免费营销计划模板[Word]

Now that you know what to include in your marketing plan, it's time to grab your marketing plan template and see how best to organize the six elements explained above. The following marketing plan template opens directly in Microsoft Word, so you can edit each section as you see fit:

Download your marketing plan template here.

Social Media Marketing Plan Templates

As marketing departments grow, so will their presence on social media. And as as their social media presence grows, so will their need to measure, plan, and re-plan what types of content they want to publish across each network.

如果您正在寻找一种加深您的社交媒体营销策略的方法 - 甚至比上面的营销计划模板更远 - 以下社交媒体营销计划模板非常适合您：

Download 10 social media reporting templates here.

In the above collection of marketing plan templates, you'll get to fill in the following contents (and more) to suit your company:

• Annual social media budget tracking
• Weekly social media themes
• Required social media image dimension key
• Pie chart on social media traffic sorted by platform
• Social media post calendar and publish time

Below, let's review the social media reporting templates, and what you'll find in each one.

1.社交媒体的问题

This template lists out questions to help you decide which social media management platform you should use.

Once you know what social media tactics you're going to implement in your marketing plan, it's time to figure out what channels are right for you. This template will help you do that.

2. Hashtag Holidays

如果哟u're going to lean in to social media in your marketing plan, you can use hashtag holidays to generate ideas.

These holidays are a great way to fill out your social media publishing schedule. With this template, you'll get a list of all the hashtag holidays for the year.

3. Facebook Live Schedule

如果Facebook Live是您计划中的营销策略之一，则此模板将帮助您设计编辑日历。使用此模板，您可以组织您想做的Facebook Live和何时。

4. Instagram帖子日志

Are you going to begin using Instagram regularly? Do you want to increase your following? With this template, you can organize your Instagram posts, so everyone on your team knows what posts are going live and when.

Additionally, you can organize your assets and campaigns on this doc.

5. Paid Social Media Template

With this template, you can organize your annual and monthly budget for your paid social media calendar.

6. Social Media Audit

Conducting a social media audit? You can use this template to help you gather the right analytics.

7. Social Media Editorial Calendar

With this template, you can organize your social media editorial calendar. For example, you can include social media posts for each platform, so your team knows what's going live on any given day.

8. Social Media Image Sizes

用这个模板,您的团队可以拥有最新的social media image sizes handy. This template includes image sizes for all major social media platforms, including Facebook, Instagram, and Twitter.

9. Social Media Marketing Proposal

With this template, you can create an entire social media marketing proposal. This will outline the social media goals, scope of the work, and the tactics that you plan to implement.

10. Social Media Reporting Template

With this template, you'll gain access to a slidedeck that includes templates for social media reporting. If you plan to implement social media in your marketing plan, these reporting templates can help you track your progress.

Simple Marketing Plan Template

Of course, this type of planning takes a lot of time and effort. So if you're strapped for time before the holidays, give our new营销Plan Generatora try. This tool simplifies yearly planning and lays your strategies, initiatives, and goals out in a simple template so you can identify what's most important for the coming year.

在这里尝试我们的免费营销计划生成器.

Once you've filled in your information, you'll come away with a plan that helps you:

• Outline your annual marketing strategy
• Identify your most important annual initiatives
• NIX无法帮助您达到目标的项目
• 全年跟踪正确的指标
• Align your team through a common mission

Pro Tip:The best way to set up your marketing plan for the year is to start with quick wins first, that way you can ramp up fast and set yourself (and your team) up to hit more challenging goals and take on more sophisticated projects by Q4. So, what do you say? Are you ready to give it a spin?

Editor's note: This post was originally published in December 2016 and has been updated for comprehensiveness.