abril-2013

Por Caron_Beesley
¿Ha escrito alguna vez un plan de mercadeo para su
negocio? ¿Continúa aplazando esta tarea?
Ya sea que este lanzando un nuevo producto
o promoviendo su ultima oferta, vale la pena pena
completar un plan de mercadeo. ¿Por qué?
Como dueño de un pequeño negocio, es probable
que usted no solamente tiene el deber de desarrollar
un plan estratégico, pero también el acto de ejecutarlo
(escribiendo una copia de correo electrónico,
presentando eventos, etc.). Si este es usted, entonces un
plan puede ayudarlo (a) a dirigir sus actividades diarias,
guiar su método, y asegurar que usted está haciendo lo
mejor
La buena noticia es que el plan de mercadeo no tiene
que ser enciclopédico o tomar mucho tiempo en preparar.
De hecho, en mi experiencia, entre más sencillo el plan,
puede ser mas efectivo (métase en demasiados detalles
y rápidamente perderá el enfoque). Un plan sencillo le
da la flexibilidad de rápidamente ajustar sus tácticas si
necesita hacerlo.
A continuación cinco consejos para desarrollar
un plan básico de mercadeo que puede ser aplicado
para actividades discretas tales como un producto de
lanzamiento y campañas promocionales.
1.Cree una imagen de su cliente ideal
Identificar su mercado objeto es el primer paso para
cualquier plan de mercadeo y es importante que usted
sea lo más preciso posible. Si no, corre el riesgo de
esparcirse y diluir su mensaje y agotar su presupuesto.
Por lo contrario, piense acerca de su mercado objeto en
términos específicos-¿quién en su actual base de clientes
es el apropiado para su producto o servicio?¿Qué le han
comprado antes? ¿Sugieren sus patrones de compra que
podrían ser un buen público objetivo? Son la clase de
cliente con quien usted disfruta hacer negocios? ¿Qué
me dice de buscar nuevos clientes afuera de su base de
clientes?
2. ¿Qué es lo que desea lograr?
De nuevo, sea específico. Declarando que usted
desea aumentar la percepción de su marca acerca de su
negocio/producto no es realmente suficiente específico.
Piense en qué acciones desea que tomen después que
tengan conocimiento sobre su campaña y actividad
promocional.
¿Desea usted que se registren para un evento,
aprovechen una oferta especial, actualicen un producto
existente, inviertan en entrenamiento, o pidan una
cotización? Podrían haber múltiples acciones que usted
desea que tomen. Por ejemplo, un webinar puede ser
posicionado como una oportunidad de entrenamiento
gratuito y su meta de accion inicial sería conseguir que
su mercado objetivo se registre para el evento.
Sin embargo, una vez que el evento termine, usted
desea circular con los asistentes y ver si ellos estan
interesados en recibir mas informacion (tal como
Mercadeo-Marketing
el AguilA
Abril/April 17 - Mayo/May 14, 2013 11
Cinco consejos para escribir un sencillo (no –abrumador) plan de mercadeo
Five tips for writing a simple (and un-daunting) marketing plan
By Caron_Beesley
Have you ever written a marketing plan for
your business? Do you keep putting off
the task?
Whether you are launching a new product or
promoting your latest offer, a marketing plan is
worth taking the time to complete. Why?
As a small business owner, it’s likely that you
not only own the task of coming up with a strategic
plan, but also the act of executing it (writing email
copy, hosting events, etc.). If this is you, then a
plan can help you direct your day-to-day activities,
guide your approach, and ensure you are making
the most of the available resources.
The good news is that a marketing plan needn’t
be encyclopedic or overly time consuming to
prepare. In fact, in my experience, the simpler the
plan, the more effective it can be (bog yourself
down in too many details and you’ll quickly lose
focus). A simple plan also gives you the flexibility
to quickly adjust your tactics if you need to.
Here are five tips for developing a basic
marketing plan that can be applied to discrete
activities such as a product launch or promotional
campaigns.
1. Build a precise picture of your ideal customer
Identifying your target market is the first step of
any marketing plan and it’s essential that you are
as precise as possible. If not, you run the risk of a
scatter-gun approach that will dilute your message
and drain your budget. Instead, think about your
target market in terms of specifics – who in your
current customer base is the right fit for your
product or service? What have they purchased
from you before? Do their purchasing patterns
demostración de producto, uno a uno o la cotización
para un producto o servicio).
Estas acciones impulsaran su mensaje y métodos de
entrega.
3. How Can You Reach your Targets?
Now that you know who you want to reach and what
actions you want them to take, you’ll need to identify the
best ways to reach them and with what message. To do
this, consider the following about your customers and
prospects:
• What associations do they belong to?
• Are they active on social media?
• Do they subscribe to your email marketing?
• What print or online media do they read?
• What are their pain points (how can you help address
these)?
suggest they might be a good target? Are they the
kind of customer you even enjoy doing business
with? What about reaching new customers outside
your customer base?
2. What do you want to accomplish?
Again, be specific. Stating that you want to
increase brand awareness about your business/
product isn’t really specific enough. Think about
what actions you want them to take after they are
made aware of your campaign or promotional
activity. Do you want them to register for an
event, take advantage of a special offer, upgrade
an existing product, invest in training, or request
a quote? There may be multiple actions that you
want them to take. For example, a webinar could
be positioned as a free training opportunity and
your initial action goal would be to get your target
market to register for the event. However, once the
event is over, you may then want to circle back with
attendees and see if they are interested in receiving
more information (such as a one-on-one product
demo or quote for a product or service).
These actions will drive your messaging and
delivery methods.
3. How can you reach your targets?
Now that you know who you want to reach and
what actions you want them to take, you’ll need to
identify the best ways to reach them and with what
message. To do this, consider the following about
your customers and prospects:
• What associations do they belong to?
• Are they active on social media?
• Do they subscribe to your email marketing?
• What print or online media do they read?
• What are their pain points (how can you help
address these)?
• What types of messages or call to actions have they
responded to in the past?
• Why should they care about what you have to offer
(what’s in it for them / in what ways will they benefit)?
4. Work Out Your Budget
When it comes to planning your budget, either start
with a figure that you can afford, or determine your
tactics, price them out (my preferred method) and
prioritize where necessary. You can always adjust your
budget as you go, so be flexible. For tips on calculating
your marketing budget read: How to Set a Marketing
Budget that Fits your Business Goals and Provides a
High Return on Investment.
5. Plan Your Tactics
Your tactics are the actions you need to take to help
you reach your target market and accomplish your
Visítanos en elaguilanews.com
• What types of messages or call to actions have
they responded to in the past?
• Why should they care about what you have to
offer (what’s in it for them / in what ways will they
benefit)?
4. Work out your budget
When it comes to planning your budget, either
start with a figure that you can afford, or determine
your tactics, price them out (my preferred method)
and prioritize where necessary. You can always
adjust your budget as you go, so be flexible. For tips
on calculating your marketing budget read: How
to Set a Marketing Budget that Fits your Business
Goals and Provides a High Return on Investment.
5. Plan your tactics
Your tactics are the actions you need to take to
help you reach your target market and accomplish
your goals. These include specifics such as
direct mail, email marketing, print/radio/online
advertising, blogs, social media, case studies,
webinars, events, sponsorships and so on.
Never rely on one tactic alone. An integrated
approach that delivers a consistent message across
multiple, targeted platforms is the best way to
ensure you reach your target market and get the
most out of your budget. Refer back to who it is you
are trying to reach, where they are, and what you
want them to do.
Above all, be flexible. Track results and adjust
your tactics and messaging as you go. I’ve seen
many campaigns start out with one message and
close out with a completely different one. Try
out new email subject lines, test social media
messages, and keep a close eye on what works and
what doesn’t.
Fuente: SBA
goals. These include specifics such as direct mail, email
marketing, print/radio/online advertising, blogs, social
media, case studies, webinars, events, sponsorships
and so on. Never rely on one tactic alone. An integrated
approach that delivers a consistent message across
multiple, targeted platforms is the best way to ensure
you reach your target market and get the most out of your
budget. Refer back to who it is you are trying to reach,
where they are, and what you want them to do.Above
all, be flexible. Track results and adjust your tactics and
messaging as you go. I’ve seen many campaigns start
out with one message and close out with a completely
different one. Try out new email subject lines, test social
media messages, and keep a close eye on what works
and what doesn’t.
Source: SBA
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