Have you ever wondered why some brands achieve exponential growth while others stagnate? The answer is simple: they have a solid marketing plan. What does this mean? What elements does a plan have to be considered effective? You must, among other tasks, define objectives and execute strategies that are aligned with your purposes.
Another fundamental part of any plan is analysis and readjustment. If you are an entrepreneur who made a plan at the beginning of the year, but you have not yet studied the statistics, now is a good time to do so. With this post I want you to make a strategic stop, review and make the necessary adjustments to take advantage of the last months of the year.
4 Keys to boost your sales in the second half of the year
Do you know what the last months of the year have that most brands are interested in? The most festive days, dates where consumption increases and people want to buy. Having an effective marketing plan to take advantage of the season will help you take advantage of days like Black Friday, Cyber Monday and Christmas.
This year-end review is a tactic that I have implemented since I started my business and it has given me excellent results, which is why I recommend it. Today I am sharing 4 steps to create a marketing plan, which will help you make the best decisions for your business and achieve better conversions.
Step 1: Identify your business weaknesses
Before adjusting your marketing plan , I recommend identifying your business's weaknesses. There is always room for improvement, and if you identify the areas where your business needs attention, you will be able to make the adjustments you need to transform those weaknesses into strengths.
To do this, you need to ask yourself specific questions that will help you identify the possible internal obstacles that have prevented you from achieving the results you are looking for. For example:
Is my product the answer to my customer's needs?
What is stopping me from increasing my turnover?
What internal processes can I improve?
Design the marketing plan for your business
Step 2: Detect the threats your business faces
Once we have determined what the weak points of your business are, you need to focus on the external elements that may be preventing you from obtaining the results you are looking for.
This second step is important because you have less influence and need all your creativity and knowledge to face these threats.
And what could be threats to your business? For example, if our competition offers the same service at a lower price, algorithm changes or the drop in activity that comes with the summer.
Once you have identified the threats your business faces, you can create a more realistic and focused marketing plan to counteract each of them.
Step 3: List your business strengths
You have already identified your weaknesses and you are clear about the opportunities for improvement in your business. Now it is necessary for you to do what I call a resource inventory.
Write down your strengths one by one, which are nothing more than the tools and knowledge that you can implement in your marketing plan and that will help you achieve your goals.
For example:
The working method that you have job seekers database developed that allows you to offer a service that your competition does not.
The knowledge and skills you have acquired through experience or study in recent months.
Tools, such as Artificial Intelligence and the mastery you have of each one and how they help you do more in less time.
You have a qualified team and that allows you to take on more clients.
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Step 4: Recognize the opportunities that your business may have
Opportunities are all the positive aspects and favorable situations that the environment offers and that you can take advantage of to achieve the objectives of your marketing plan. An example of opportunities could be:
If you have established yourself as a reference and can collaborate with other experts who help you increase your visibility.
If your niche moves well during the end-of-year sales seasons
If you have managed to create a community and your clients recommend you to others.
For me, there is no better way to diagnose your business than by following these 4 steps to create a marketing plan. If you implement them, you will have applied a SWOT matrix , a very effective methodology when it comes to analyzing and readjusting strategies. Now that you know how your business is doing, it is necessary to rethink your marketing plan to achieve more conversions in the last months of the year.
Design your SWOT matrix
Steps to create a fail-safe marketing plan for the second half of the year
Recognize your ideal client
Your business is dynamic and it's normal for there to be constant changes. Your ideal client also changes, so you may have a new avatar or ideal client, which is why it's important to re-do your buyer persona study and create their profile again .
It often happens that, in the midst of our daily work, we forget who our services, products or content are aimed at. And if you are not clear about who your ideal client is, you will not take into account their problems and desires, you will have ignored the best way to communicate with them and all of this affects the growth of your business. So before we start to draw up our marketing plan for the end of the year, let's take some time to redefine our ideal client.
