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Setting Up Success: Core Elements of Your Marketing Plan’s "Before Phase"
By Deeksha Ijagaj, Digital Marketing Manager
If you want to start a business and have a marketing plan on it. The “before phase,” is a fantastic place to start.—This is the basic step in identifying our audience, crafting the right message, and choosing the channels that ensure our message reaches the right people.
In this blog, I will outline the key steps in this phase and how each of them can increase the success of any marketing campaign.
Step 1: Selecting Your Target Market
The first step in any marketing plan should be identifying your target market. A common mistake is trying to appeal to everyone; the result is usually a nonspecific message that doesn’t resonate with anyone. Instead, focus on a specific audience that truly needs or wants your product or service.
Think about the demographics (like age, location, and profession) and psychographics (like lifestyle and values) of this group. Who will benefit the most from what you offer?
For example, if you’re a financial advisor, your target market might be young professionals looking to invest in their future. Narrowing down your target audience allows you to create content that speaks directly to their needs, capturing their attention and interest.
Step 2: Crafting Your Message
Once you know your audience, it’s time to think about how to communicate with them effectively. Crafting the right message means understanding their pain points and desires and offering a solution. People connect more with brands that “get” their problems and can provide solutions.
For example, Try to describe how a product makes their lives easier or solves a problem for them instead of concentrating on its technical aspects. Suppose you are offering a subscription service for meals. Your message might be, "Save time on busy nights with healthy meals delivered to your door," rather than, "Our service offers 50 meal options." This strategy makes your messaging personable and customer-focused.
Additionally, your message should emphasize the unique value proposition (UVP) of your product or service. What differentiates you from the others? It's crucial to craft a strong, clear message that highlights your uniqueness and immediately meets the demands of your audience.
Step 3: Reaching Your Audience with the Right Advertising Media
With a clear target market and message in place, the next step is selecting the best advertising channels to reach your audience. Where do they spend time? Different channels are suited to different audiences and messages.
If you’re targeting younger audiences, social media platforms like Instagram, Facebook, or YouTube might be ideal. For professionals, LinkedIn might be more effective. Choosing the right media ensures that your audience sees your message where they’re already active, improving the chances of engagement.
At this stage, If you have the money, it's beneficial to try out several channels. Conduct brief campaigns across several channels, track the results, and determine which ones generate the most leads or conversions. With this knowledge, you may improve your strategy and invest more funds in the most effective channels.
Final Thoughts
The Before Phase in your marketing plan is a powerful step that allows you to lay a strong foundation. By selecting the right target market, crafting a compelling message, and choosing the best media to reach your audience, you set yourself up for a more focused and successful campaign.
By using this strategy, you can save time and money while ensuring that your marketing initiatives are successful and economical. These steps are essential for creating any campaign that connects and generates results, no matter your level of marketing expertise. Build a strong foundation first, and you'll see your efforts generate beneficial results.
About the Author
Deeksha Ijagaj is a Digital Marketing Manager (Satkar Software Solution Pvt. Ltd.) with a passion for crafting results-driven marketing strategies. She specializes in creating engaging campaigns that connect with audiences and drive meaningful results.
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