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  • 11-02-2021
  • marketing et communication

The five steps of a good marketing plan


The practice of marketing has evolved a lot in recent years, particularly in the age of the web, social media and mobile devices, when consumers are constantly in demand and advertising messages abound, losing effectiveness in the process.

 Today, we no longer communicate as before - or rather we should not communicate as in the days of the one-way message from brands to customers. Communication is not only two-way between brands and consumers, but above all multi-directional, so  that we communicate with each other via social media and forums.

 Here are the five basic steps of a marketing plan:

 1. Define the objectives

 a marketing plan must meet business objectives, your business may have one or more of the following objectives for the next year:

 - Increase in turnover and sales;

 - Increase in brand awareness or a particular service;

 - Reduction in operating, hiring or other costs;

 - Retain customer segments;

 - Increase income by type of clientele;

 - Improve the perception of certain market segments towards your product or brand.

 We will not use the same approach, nor the same budgets, depending on these objectives.

 2. Identify target markets and audiences

 Every business must have a defined core target.  Knowing the type of customer you want to address, the ideal customer for your product / service.  Even mass consumption products like Coca-Cola can't target everyone, there are people who don't want to drink it.

 3. Articulate the axis of communication and positioning (Product)

 your product should not seek to appeal to everyone, only your core target group and other secondary targets.  it is important to ask yourself the ultimate question: what sets you apart from others?  In other words, what is your competitive advantage, the thing or the way that makes you "unique."  Fundamental for any business: the strength of the product or service.  You can have the best marketing in the world, but if the product is bad you won't work a miracle.

 4. Define your pricing (Price)

  Pricing should usually be the result of a market positioning strategy.  Pricing has become a science, it is important to price your products especially a good (reasonable) price.

 5. Prioritize digital tools and tactics (Promotion)

 This step is too often the one that some managers begin with, when one must choose the tools and tactics according to the objectives, and not the other way around.  For a business launching a new product or service aimed at a large audience, for example, a placement in mass media may be a wise choice.  Social networks (Facebook, Instagram Twitter Pinterest YouTube ...) are a good choice to get started.  Also mobile applications, websites, SEO ... Are the digital tools and tactics effective for a successful marketing strategy and weblysoft can help you get one of its products.  There are two types of communication tools:

 Traditional tools:

 - Television

 - Outdoor signage

 - Public relations

 - Events, exhibitions and fairs

 Printed matter (newspapers and magazines

 Etc ...

 Digital tools:

 - web

 - Purchase of keywords (Google, Bing, Yahoo)

 - Remarketing

 - Mobile marketing

 - Newsletters with dynamic content

 - Social media advertising

 -Native advertising

 - Marketing by influencers


 Marketing is the key to the success of any business, but it needs to follow a pattern, a good plan including a good marketing plan.  This plan is carried out in several stages (mentioned above).  Also nowadays the marketing plan fully integrates digital in order to make itself known, increase its notoriety, and its turnover quickly.  Weblysoft your digital development agency can help you improve or create your (effective) digital strategy.

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 Sincerely, the weblysoft team