Businesses today need to focus on a more specific media marketing strategy. The internet and social networking platforms have opened the doors for brand recognition and marketing strategies. Following is a sample social media plan that any company can use to put together its marketing strategy:
Detail the services and products your business is offering. Include a background summary of all key executives or owners. In addition, include the primary objective of the media marketing plan.
Brand History, Story, and Differentiation
Give a full history about your brand. Include information about how the idea started and what makes your brand or product different or special for your target market. Be sure to specify why your brand or product is needed by your target market.
Research the competition in your area. If your company is national, then you need to research on a national basis. State facts about your competition and what they charge for the same services or products. Give a comparison of average fees and the competition’s average fees.
SWAT stands for strengths, weaknesses, opportunities, and threats: state specifically your strengths, your weaknesses, your opportunities, and your threats. Weaknesses and threats can be the same. However, they’re typically different. For example, a weakness is a new service or concept that’s never been tried. A threat is not having enough capital for the start up.
Conduct research about the economic conditions in your demographic area. Give details of the economic conditions and how people may or may not be recovering from a downfall. Detail how services or products you’re offering benefit the market and why the market needs it.
Target Market and Demographic Data
Conduct research and determine who your target market is. Give demographic details about your target market. Demographic details include gender, level of education, age, and average household income.
Strategy and Analytics Measurements
Give detailed information about how you will generate traffic to your website. Provide details about what actions you will take to engage users and followers to find out about your brand. Determine whether you will use traditional media outlets and list them and how you will use them. You don’t have to use traditional media, but, you need to state that you’re not and why you’re not. Detail which social media channels you will use and how you intend to use these channels.
All social media channels will need to work together. Yet, each marketing strategy will be different depending on the communication formats used by each platform. For example, YouTube uses video, Instagram uses pictures, etc. Be sure to include details on how you will utilize and achieve search engine optimization. In addition, use the analytic measurement tools provided by your website and each social media channel. Detail what the tools are for each channel and how the information is measured. Give information on how you will use the measurement data to better serve your company’s goals.
All businesses need to create a media marketing plan prior to starting a business and every year after that. There are common elements of a media plan that all businesses need to incorporate. A sample media plan includes the following elements:
- Executive summary
- Brand history, story, and differentiation
- Competition Analysis
- SWAT Analysis
- Market Conditions
- Target market and demographic data
- Strategy and Analytics Measurements