How to make a direct marketing plan?
Today's markets are highly competitive and can change rapidly. As a result, SaaS, SMB, or professional essay writers companies must face constant challenges related to new competitors, consumer trends, modernization of technologies, and advertising strategies. They must adapt to a consumer whose expectations and interaction habits with brands change periodically. Therefore, the formulation of your marketing strategies should not be taken lightly. To guide you through this challenge, we have prepared some steps on how to make a direct marketing plan:
1) Analyze the situation
First of all, you should always start with a thorough analysis of the situation. A popular and efficient technique is the SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) because it allows you to survey the big picture. In the case of marketing, strengths are oriented to your competitive advantages and weaknesses to the shortcomings of your brand or company, while threats would be all those external factors that represent a threat, and opportunities are the external factors that can benefit you.
2) Study and segment your market
Although it is essential to study the competitive environment, keep in mind that your buyer persona does not have to be identical to that of your competitors. Explore the target audience for your products or services and analyze their needs, preferences, desires, and concerns in depth. Investigate their buying and consumption habits, as well as the virtual channels where you can find them. With all this at hand, you will be able to carry out a segmentation that will allow you to develop messages that create an affinity in public and capture their attention.
3) Organize your database
Organization and schematization will be good friends when you ask yourself how to make a new direct marketing plan. Try to collect and sort the information of your potential and real customers under schemes that allow you to read and filter quickly to get the data you need at any given time. It is also important to obtain and store your customers' contact information for future advertising initiatives, re-engagement, or loyalty-building efforts.
4) Define clear, realistic, and measurable objectives
Once you visualize the big picture and information about your segmented audience, you can then define consistent and realistic objectives. One method that can work for you is SMART, which indicates that objectives should always be: Specific (Specific: formulate concrete objectives and avoid ambiguities), Measurable (we must be able to measure the results to know if we are meeting the objectives), Achievable (be realistic with the possibilities of achieving them with our current resources), Relevant (focus on relevant goals for conversions) and with a defined time limit.
5) Define the characteristics of your strategy
Define all the strategies that make up your new plan. To make sure you cover everything, you can be guided by the 4Ps of marketing:
- Product: Evaluate whether your products require changes, packaging updates, relaunches, etc.
- Price: Take back what you analyzed of your competitors compare your launch prices and your existing products.
- Promotion: Define what to do and how to advertise your products in digital and/or traditional media.
- Place: Referring to distribution channels, lead times, sales, shipping costs, and the like.
6) Define the channel (or channels) and formulate personalized messages
Next, it's time to fine-tune the details of your advertising strategy. Now that you have defined your strengths and those of your products, as well as a well-digested consumer profile, you can create concise and powerful messages that capture the attention of your audience, creating affinity and a sense of need to achieve conversions. Also, you must establish in which medium or media to launch your campaigns and adapt your message to each channel and establish your methods for collecting information through each medium.
7) Measure, evaluate and adapt
Once you launch the campaign, you must follow up on everything that happens. Monitor and collect the results through the quantification techniques you have defined before, and contrast them with the objectives you had set. Depending on what you obtain, you can conclude the efficiency of the current campaign and make new decisions. The constant compilation of information is also of great value in order to be able to react and adapt in time to what is happening in the environment.
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