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Knowing your target customer is the single most important job of any marketer, and it's a job that never ends. While it's something you should work on every day of the year, it's critical to document what you've learned about your customer over the course of the year.
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As you write out this section of your plan, and then share it with colleagues, you should focus on four key areas: the universal truths that remain true year after year, factors that are new and different for the year, what's been trending and may in fact become an important issue to consider, and what you might expect to start to take shape over the course of the year.
1. Universal truths
Start by listing out the factors you've always known to be true about your customer -- things you can anticipate that will likely never change so you have to continually bake it into your plan. Remembering the core features of your customer gives you a good base for continuing the elements of your marketing plan that are likely to continue to work.
2. New and different
Add to your base knowledge with what you've learned this past year that might be new and different about your customer. This should include things that will likely change your plan for next year because you've learned something new about what your customer is looking to gain from your brand.
3. Trending
It's important to also highlight what you see brewing with your customers. Recognize issues that you see have started to take shape, but perhaps have not become universal quite yet. You'll want to keep on eye on these issues so that you can course correct your plan throughout the year as appropriate.
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4. Expectations
Lastly, identify what issues you think might happen this year, and therefore you want to be tracking in anticipation of the following year. Maybe you're getting a glimmer of some activity, but you're not sure if it'll take shape. These are issues that you want to keep an eye on for the future.
Let's take a look at a hypothetical example to give you an idea of what I'm talking about. Imagine that we are writing a marketing plan for a U.S. car brand. Here's how those four categories could map out in theory.
Universal truths: Cars continue to be a status symbol. Customers continue to choose cars based on the statement that they want to make to others.
Trending: Choosing more efficient cars have become a new kind of status. It's not really about how much money you spend on a car, but more about the intelligence of your choice.
Trending: More and more customers are starting to use car-sharing services instead of buying a car of their own.
Expectations: Car services such as Uber will become more prevalent and could further dampen the car market in the future, as they take hold in more and more markets.
Hopefully you can see how understanding your customer and evolving your learning over time can really help your marketing plan to take shape. As we continue this series, we will show how this learning can influence the programs you create in your marketing plan.
Related: Take This Systematic Approach to Identify Your Ideal Customer
FAQs
Knowing your target customer is the single most important job of any marketer, and it's a job that never ends. While it's something you should work on every day of the year, it's critical to document what you've learned about your customer over the course of the year.
Which section of the marketing plan is most important? ›
The target audience is perhaps the most factor in marketing as they determine the strategies and channels you employ, your tone of voice, your content direction etc. Thus, in creating your marketing plan, it is expedient you clearly define the people you want to reach and convert to paying customers.
What is the most important part of marketing? ›
Pricing is the most important element of your marketing mix. The price you set for a product or service will significantly influence your potential customers' choice to purchase it. Pricing will also affect consumer confidence in the benefits your product or service provides.
What is the most important in marketing strategy? ›
It is important that your product offering meets the needs of your chosen target market. See target your most profitable customers and define your target market. You should create a marketing strategy that makes the most of your strengths and matches them to the needs of the customers you want to target.
What is the most important part of a marketing plan why what is the least important? ›
The most important part of a marketing plan is the target customers. The least important part of the marketing plan is the collaborators since you do not always have to include partners in your business. You can do without them.
What is an important part of the marketing strategy? ›
In conclusion, a successful marketing strategy must include five key elements: a clear understanding of the target audience, a unique value proposition, effective communication channels, a well-defined brand identity, and a plan for measuring and adjusting the strategy as needed.
What is the hardest part of a marketing plan? ›
Creating a timeline is the hardest part. If your plan doesn't align with your business' fiscal, pick a month when you'd like to start. Then break down your timeline week by week.
What are the first 3 parts of a marketing plan? ›
With that in mind, a "brilliant marketing plan" will have these three components:
- Messages that potential customers find relevant and timely. ...
- Measurable vehicles for disseminating those messages. ...
- Methods that easily and profitably convert prospects into customers.
A good place to start is by defining your marketing mix, which includes "the four Ps": Product, Price, Place and Promotion. Your marketing strategy will also identify your target audience(s). This is a smart way for a small business on a limited budget to focus its marketing efforts.
What are the three most important things in marketing? ›
These three--customer acquisition, customer experience, and content marketing--are perhaps the most important marketing strategy areas today.
The purpose of marketing is to reach your target audience and communicate the benefits of your product or service — so you can successfully acquire, keep, and grow customers.
What is the most important part of a business strategy? ›
For any business, understanding its strengths, weaknesses, opportunities and threats is critical. This is a core part of any business strategy, and ensures that humility, and self-awareness are present. Understanding this helps to define where the organization can win, and areas that must be addressed in the future.
Why is marketing plan important? ›
Having a marketing plan can help you to: identify your target market and how your product or service can benefit it. identify how you might attract new customers. encourage your existing customers to continue purchasing your product or service.
What is successful marketing? ›
This means creating and implementing a plan that will reach the target audience and achieve the desired results. There are many factors to consider when devising a marketing strategy, such as the product or service being offered, the target market, the competition, and the resources available.
What are 3 keys points to an effective marketing plan? ›
A 3 Point Marketing Strategy is a comprehensive approach that focuses on three key areas: identifying the target audience, setting clear marketing goals, and choosing the right marketing channels. By addressing these three pillars, businesses can create a holistic and effective marketing plan.
What are the 3 most important aspects of successful marketing? ›
There are three main steps in the marketing and selling process. They include (1) Awareness, (2) Evaluation, and (3) Decision. How you approach these steps can have a big impact on your success.
