5. Definition of positioning

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From the definition of the target audience, the Marketing Plan enters into the strategic definitions. We start with the positioning, which must be defined for each target audience.


Defining a market position means thinking about how the company wants to be perceived by consumers . Positioning builds a unique, differentiated and relevant image in the minds of the public .

Of course, you must study your competitors to differentiate yourself from them in this place.

Positioning refers to company or product attributes, such as price, size or design, but is mainly found in subjective factors, such as the values ​​and meanings attributed to the brand.

They are the ones who awaken public identification, conquer a space in the minds of consumers and influence their consumption decisions.

Therefore, when creating marketing strategies, positioning must be reflected in the content, advertising, visual identity and all points of contact with consumers, so that they absorb the image you want to convey.

6. Set goals
Setting goals is at the heart of the Marketing Plan.

But it is important to follow all the steps we have already mentioned, because they provide the basis for the objectives to be aligned with the reality of the business and the market and to be directed to the right audience.

For the definition of objectives, the SMART methodology framework is an excellent ally. SMART is the acronym for the following characteristics that objectives must have:

Specific.
Measurable.
Attainable.
Relevant or Realistic.
Time Based (with duration period).
When the Marketing Plan follows these guidelines, the objectives are more likely to be achieved. They become clearer and more motivating for the team, as well as defining a common horizon that everyone should aspire to.

So keep in mind that it doesn't make sense to define south africa phone number list broad goals, such as "sell more," "get more engagement on social media," or " increase website visits ."

Below we will show you some examples of the most effective objectives to guide strategies:

generate 1000 ecommerce orders in 1 year;
increase the participation rate to 10% by July 2021;
reach 10,000 website visitors in 2 years.
They are much more specific, measurable and have a deadline. To know if they are realistic and achievable, it is necessary to go back to the diagnosis of the company and the market to know if the values ​​and deadlines make sense.

It's worth remembering that we're defining objectives at a strategic level here. So, ideally, you're defining what Marketing as a whole wants to achieve and working with a longer time frame. But if you're creating a plan for a specific strategy, you can set more specific goals.