# data[].attributes.headline
Your company has an upcoming event in your local area to promote your product/services alongside similar companies

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Your company has an upcoming event in your local area to promote your product/services alongside similar companies

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You have been given a budget of £2000 to get a stand built for this event.

Using the 9 evaluation methods, compare three potential suppliers - local / national. Add any screenshots of the stands they are offering / styles / anything else you find useful in your research.

Cost evaluation, quality of service, social media presence, experience and expertise, scalability, technology, financial stability, cultural fit, reviews.

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Using the budget methods below, research the following - for each a definition, factors influencing choice, typical industries and typical size of company

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Using the budget methods below, research the following - for each a definition, factors influencing choice, typical industries and typical size of company

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% of Sales

Objective & Task

Competitive Parity

Zero Based Budgeting

Incremental Budgeting

https://www.perplexity.ai/

https://chatgpt.com/

# data[].attributes.headline
Create your own SMART objective for a marketing task you currently conducting

# data[].attributes.subject
Create your own SMART objective for a marketing task you currently conducting

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Create your own marketing strategy using the TOPPPSEED framework

# data[].attributes.subject
Create your own marketing strategy using the TOPPPSEED framework

# data[].attributes.body
Target Markets - wide net? Target smaller group?

Objectives - does your strategy help achieve the mission and vision?

Positioning - How do you want to be perceived in the minds of your target customers?

Processes - Automation? Training?

Partnership - what kind of partners?

Sequence - AIDA? RACE? customer aquisition? retention?

Experience - what customer experience you promising?

Engagement - how are you assessing engagement?

Data - how are you monitoring data?

# data[].attributes.headline
Create a survey on the customer experience of your company website

# data[].attributes.subject
Create a survey on the customer experience of your company website

# data[].attributes.body
The survey is aimed at getting feedback on your company website. You're allowed up to 5 questions.

# data[].attributes.headline
Apply the PESTEL analysis to your company

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Apply the PESTEL analysis to your company

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•Political

•Economic

•Societal forces

•Technology

•Legal

•Environment

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List who is your company's microenvironment and how they impact your business. 

# data[].attributes.subject
List who is your company's microenvironment and how they impact your business. 

# data[].attributes.body
•Suppliers

•Intermediaries

•Competitors

•Publics

•Customers

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Analyse the internal elements of your company

# data[].attributes.subject
Analyse the internal elements of your company

# data[].attributes.body
•Resources

•System and processes

•Skills/people

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Conduct an analysis of your competitors for their marketing activities

# data[].attributes.subject
Conduct an analysis of your competitors for their marketing activities

# data[].attributes.body
Name, social channels, followers, how often do they post? What is their main content type? Do they post ads?

https://www.socialinsider.io/

https://adstransparency.google.com/

https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=GB&is_targeted_country=false&media_type=all

https://library.tiktok.com/ads?region=GB&start_time=1664578800000&end_time=1721304769890&adv_name=&adv_biz_ids=&query_type=&sort_type=last_shown_date,desc

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•What is the best benefit of your product from your customer’s view?

•How is your product/service completely unique?

•Why would a customer buy from you and not your competition?

•When will the customer be better off buying from someone else?

•List attributes and categorise them as appealing to the logic or emotion of customer

•How hard is it to understand the attribute?

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Complete the website analysis for your competitors

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Complete the website analysis for your competitors

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Name, Domain strength, Speed test, Content, reviews from other sites, google review, keywords they rank for

https://websiteseochecker.com

https://pagespeed.web.dev/

https://app.wincher.com

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Create a positioning map of your company and competitors

# data[].attributes.subject
Create a positioning map of your company and competitors

# data[].attributes.headline
Profile your competitors   3-5 from Task 1 

# data[].attributes.subject
Profile your competitors   3-5 from Task 1 

# data[].attributes.body
Name of competitor

•Background

•Product range

•Target market

•Pricing strategy

•Marketing strategy

•Distribution Strategy

•USP - unique selling point - what makes them better or stand out more from the competition.

# data[].attributes.body
Post your company name and the following -

Name of competitors (3-5) / type / how they are a competitor

Screenshots of Google map entries of top competitors

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At the end of the training you will be able to:

•Understand what a marketing plan is

•Understand the Ansoff’s Matrix and it’s purpose

•Understand the different types of marketing plans

•Be able to conduct a thorough marketing plan using SOSTAC

•Identify different types of competitors and be able to conduct a comprehensive competitor analysis using a variety of tools

•Be able to conduct an environment scan using multiple tools

•Understand budget-setting methods

•Understand different market research methods

•Understand how to create marketing briefs

•Evaluate potential marketing suppliers

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For a while now, you've been spearheading your organization's content marketing efforts, and your team's performance has convinced management to adopt the content marketing strategies you've suggested.

Now, your boss wants you to write and present a content marketing plan, but you've never done something like that before. You don't even know where to start.

Fortunately, we've curated the best content marketing plans to help you write a concrete plan that's rooted in data and produces results. But first, we'll discuss what a marketing plan is and how some of the best marketing plans include strategies that serve their respective businesses.

The purpose of a marketing plan is to write down strategies in an organized manner. This will help keep you on track and measure the success of your campaigns.

Writing a marketing plan will help you think of each campaign's mission, buyer personas, budget, tactics, and deliverables. With all this information in one place, you'll have an easier time staying on track with a campaign. You'll also discover what works and what doesn't. Thus, measuring the success of your strategy.

Looking to develop a marketing plan for your business? Click here to download HubSpot's free Marketing Plan Template to get started.

To learn more about how to create your marketing plan, keep reading or jump to the section you're looking for:

If you're pressed for time or resources, you might not be thinking about a marketing plan. However, a marketing plan is an important part of your business plan.

Marketing Plan vs. Business Plan

A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics.

A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your business grows.

I like to think of a marketing plan as a subset of a business plan; it shows how marketing strategies and objectives can support overall business goals.

Keep in mind that there's a difference between a marketing plan and a marketing strategy.

Marketing Strategy vs. Marketing Plan

A marketing strategy describes how a business will accomplish a particular goal or mission. This includes which campaigns, content, channels, and marketing software they'll use to execute that mission and track its success.

For example, while a greater plan or department might handle social media marketing, you might consider your work on Facebook as an individual marketing strategy.

A marketing plan contains one or more marketing strategies. It's the framework from which all of your marketing strategies are created and helps you connect each strategy back to a larger marketing operation and business goal.

For example, suppose your company is launching a new software product, and it wants customers to sign up. The marketing department needs to develop a marketing plan that'll help introduce this product to the industry and drive the desired signups.

The department decides to launch a blog dedicated to this industry, a new YouTube video series to establish expertise, and an account on Twitter to join the conversation around this subject. All this serves to attract an audience and convert this audience into software users.

To summarize, the business's marketing plan is dedicated to introducing a new software product to the marketplace and driving signups for that product. The business will execute that plan with three marketing strategies: a new industry blog, a YouTube video series, and a Twitter account.

Of course, the business might consider these three things as one giant marketing strategy, each with its specific content strategies. How granular you want your marketing plan to get is up to you. Nonetheless, every marketing plan goes through a particular set of steps in its creation.

Learn what they are below.

1. State your business's mission.

Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve your business's main mission statement.

From my experience, you want to be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you'll acquire new customers and accomplish this mission.

For example, if your business's mission is "to make booking travel a delightful experience," your marketing mission might be "to attract an audience of travelers, educate them on the tourism industry, and convert them into users of our bookings platform."

Need help building your mission statement? Download this guide for examples and templates and write the ideal mission statement.

2. Determine the KPIs for this mission.

Every good marketing plan describes how the department will track its mission's progress. To do so, you need to decide on your key performance indicators (KPIs).

KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.

Let's take our example of a marketing mission from the above step. If part of our mission is "to attract an audience of travelers," we might track website visits using organic page views. In this case, "organic page views" is one KPI, and we can see our number of page views grow over time.

These KPIs will come into the conversation again in step 4.

3. Identify your buyer personas.

A buyer persona is a description of who you want to attract. This can include age, sex, location, family size, and job title. Each buyer persona should directly reflect your business's current and potential customers. So, all business leaders must agree on your buyer personas.

Create your buyer personas with this free guide and set of buyer persona templates.

4. Describe your content initiatives and strategies.

Here's where you'll include the main points of your marketing and content strategy. Because there's a laundry list of content types and channels available to you today, you must choose wisely and explain how you'll use your content and channels in this section of your marketing plan.

When I write this section, I like to stipulate:

Which types of content I'll create. These might include blog posts, YouTube videos, infographics, and ebooks.

How much of it I'll create. I typically describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on my workflow and the short-term goals for my content.

The goals (and KPIs) I'll use to track each type. KPIs can include organic traffic, social media traffic, email traffic, and referral traffic. Your goals should also include which pages you want to drive that traffic to, such as product pages, blog pages, or landing pages.

The channels on which I'll distribute my content. Popular channels include Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram.

Any paid advertising that will take place on these channels.

5. Clearly define your plan's omissions.

A marketing plan explains the marketing team's focus. It also explains what the marketing team will not focus on.

If there are other aspects of your business that you aren't serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content. You can't please everyone in a single marketing campaign, and if your team isn't on the hook for something, you need to make it known.

In my experience, this section is particularly important for stakeholders to help them understand why certain decisions were made.

6. Define your marketing budget.

Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.

You can establish your marketing budget with this kit of 8 free marketing budget templates.

7. Identify your competition.

Part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one.

Keep in mind not every competitor will pose the same challenges to your business. For example, while one competitor might be ranking highly on search engines for keywords you want your website to rank for, another competitor might have a heavy footprint on a social network where you plan to launch an account.

Easily track and analyze your competitors with this collection of ten free competitive analysis templates.

8. Outline your plan's contributors and their responsibilities.

With your marketing plan fully fleshed out, it's time to explain who's doing what. I don't like to delve too deeply into my employees' day-to-day projects, but I know which teams and team leaders are in charge of specific content types, channels, KPIs, and more.

Now that you know why you need to build an effective marketing plan, it's time to get to work. Starting a plan from scratch can be overwhelming if you haven't done it before. That's why there are many helpful resources that can support your first steps. We'll share some of the best guides and templates that can help you build effective results-driven plans for your marketing strategies.

Ready to make your own marketing plan? Get started using this free template.

Types of Marketing Plans

Depending on the company you work with, you might want to create various marketing plans. We compiled different samples to suit your needs:

1. Quarterly or Annual Marketing Plans

These plans highlight the strategies or campaigns you'll take on in a certain period.

Forbes published a marketing plan template that has amassed almost 4 million views. To help you sculpt a marketing roadmap with true vision, their template will teach you how to fill out the 15 key sections of a marketing plan, which are:

Executive Summary

Target Customers

Unique Selling Proposition

Pricing & Positioning Strategy

Distribution Plan

Your Offers

Marketing Materials

Promotions Strategy

Online Marketing Strategy

Conversion Strategy

Joint Ventures & Partnerships

Referral Strategy

Strategy for Increasing Transaction Prices

Retention Strategy

Financial Projections

Best For

If you're truly lost on where to start with a marketing plan, I highly recommend using this guide to help you define your target audience, figure out how to reach them, and ensure that audience becomes loyal customers.

2. Social Media Marketing Plan

This type of plan highlights the channels, tactics, and campaigns you intend to accomplish specifically on social media. A specific subtype is a paid marketing plan, which highlights paid strategies, such as native advertising, PPC, or paid social media promotions.

Shane Snow's Marketing Plan for His Book Dream Team is a great example of a social media marketing plan:

When Shane Snow started promoting his new book, "Dream Team," he knew he had to leverage a data-driven content strategy framework. So, he chose his favorite one: the content strategy waterfall. The content strategy waterfall is defined by Economic Times as a model used to create a system with a linear and sequential approach.

Snow wrote a blog post about how the waterfall's content strategy helped him launch his new book successfully. After reading it, you can use his tactics to inform your own marketing plan. More specifically, you'll learn how he:

Applied his business objectives to decide which marketing metrics to track.

Used his ultimate business goal of earning $200,000 in sales or 10,000 purchases to estimate the conversion rate of each stage of his funnel.

Created buyer personas to figure out which channels his audience would prefer to consume his content.

Used his average post view on each of his marketing channels to estimate how much content he had to create and how often he had to post on social media.

Calculated how much earned and paid media could cut down the amount of content he had to create and post.

Designed his process and workflow, built his team, and assigned members to tasks.

Analyzed content performance metrics to refine his overall content strategy.

Best For

I use Snow's marketing plan to think more creatively about my content promotion and distribution plan. I like that it's linear and builds on the step before it, creating an air-tight strategy that doesn't leave any details out.

3. Content Marketing Plan

This plan could highlight different strategies, tactics, and campaigns in which you'll use content to promote your business or product.

HubSpot's Comprehensive Guide for Content Marketing Strategy is a strong example of a content marketing plan:

At HubSpot, we've built our marketing team from two business school graduates working from a coffee table to a powerhouse of hundreds of employees. Along the way, we've learned countless lessons that shaped our current content marketing strategy. So, we decided to illustrate our insights in a blog post to teach marketers how to develop a successful content marketing strategy, regardless of their team's size.

In this comprehensive guide for modern marketers, you'll learn:

What exactly content marketing is.

Why your business needs a content marketing strategy.

Who should lead your content marketing efforts?

How to structure your content marketing team based on your company's size.

How to hire the right people for each role on your team.

What marketing tools and technology you'll need to succeed.

What type of content your team should create, and which employees should be responsible for creating them.

The importance of distributing your content through search engines, social media, email, and paid ads.

And finally, the recommended metrics each of your teams should measure and report to optimize your content marketing program.

Best For

This is a fantastic resource for content teams of any size - whether you're a team of one or 100. It includes how to hire and structure a content marketing team, what marketing tools you'll need, what type of content you should create, and even recommends what metrics to track for analyzing campaigns. If you're aiming to establish or boost your online presence, leveraging tools like HubSpot's drag-and-drop website builder can be extremely beneficial. It helps you create a captivating digital footprint that sets the foundation for your content marketing endeavors.

4. New Product Launch Marketing Plan

This will be a roadmap for the strategies and tactics you'll implement to promote a new product. And if you're searching for an example, look no further than Chief Outsiders' Go-To-Market Plan for a New Product:

After reading this plan, you'll learn how to:

Validate a product

Write strategic objectives

Identify your market

Compile a competitive landscape

Create a value proposition for a new product

Consider sales and service in your marketing plan

Best For

If you're looking for a marketing plan for a new product, the Chief Outsiders template is a great place to start. Marketing plans for a new product will be more specific because they target one product versus its entire marketing strategy.

5. Growth Marketing Plan

Growth marketing plans use experimentation and data to drive results, like we see in Venture Harbour's Growth Marketing Plan Template:

Venture Harbour's growth marketing plan is a data-driven and experiment-led alternative to the more traditional marketing plan. Their template has five steps intended for refinement with every test-measure-learn cycle. The five steps are:

Best For

I recommend this plan if you want to experiment with different platforms and campaigns. Experimentation always feels risky and unfamiliar, but this plan creates a framework for accountability and strategy.

In my opinion, this marketing plan is a masterclass for companies in the tourism industry. It's a comprehensive game plan that covers key strategies for events, tourism programs, meetings, and conventions.

It also divides its target market into growth and seed categories to allow for more focused strategies. For example, the plan recognizes Millennials in Chicago, Atlanta, and Nashville as the core of it's growth market, whereas people in Boston, Austin, and New York represent seed markets where potential growth opportunities exist. Then, the plan outlines objectives and tactics for reaching each market.

Why This Marketing Plan Works

The plan starts with a letter from the President & CEO of the company, who sets the stage for the plan by providing a high-level preview of the incoming developments for Louisville's tourism industry

The focus on Louisville as "Bourbon City" effectively leverages its unique cultural and culinary attributes to present a strong brand

Incorporates a variety of data points from Google Analytics, Arrivalist, and visitor profiles to to define their target audience with a data-informed approach

Colleges have a broad target audience, including prospective students, international students, parents, alumni, faculty, and staff. This marketing plan does an effective job of outlining strategies for each group as they move through different stages in the funnel.

For example, students who become prospects as freshman and sophomore will receive emails that focus on getting the most out of high school and college prep classes. Once these students become juniors and seniors - thus entering the consideration stage - the emails will focus more on the college application process and other exploratory content.

Why This Marketing Plan Works

This marketing plan by Visit Oxnard, a convention and visitors bureau, is packed with all the information one needs in a marketing plan: target markets, key performance indicators, selling points, personas, marketing tactics by channel, and much more.

It also articulates the organization's strategic plans for the upcoming fiscal year, especially as it grapples with the aftereffects of the pandemic. Lastly, it has impeccable visual appeal, with color-coded sections and strong branding elements.

Why This Marketing Plan Works

This marketing plan by a nonprofit organization is an excellent example to follow if your plan will be presented to internal stakeholders at all levels of your organization. It includes SMART marketing goals, deadlines, action steps, long-term objectives, target audiences, core marketing messages, and metrics.

The plan is detailed, yet scannable. By the end of it, one can walk away with a strong understanding of the organization's strategic direction for its upcoming marketing efforts.

Why This Marketing Plan Works

Wright County Economic Development's plan drew our attention because of its simplicity, making it good inspiration for those who'd like to outline their plan in broad strokes without frills or filler.

It includes key information such as marketing partners, goals, initiatives, and costs. The sections are easy to scan and contain plenty of information for those who'd like to dig into the details. Most important, it includes a detailed breakdown of projected costs per marketing initiative - which is critical information to include for upper-level managers and other stakeholders.

Why This Marketing Plan Works

This marketing plan presentation by a cultural council is a great example of how to effectively use data in your plan, address audiences who are new to the industry, and offer extensive detail into specific marketing strategies.

For instance, an entire slide is dedicated to the county's cultural tourism trends, and at the beginning of the presentation, the organization explains what an arts and culture agency is in the first place.

That's a critical piece of information to include for those who might not know. If you're addressing audiences outside your industry, consider defining terms at the beginning, like this organization did.

Why This Marketing Plan Works

Uses quality design and images to support the goals and priorities in the text

Separate pages for each big idea or new strategy

Includes sections for awards and accomplishments to show how the marketing plan supports wider business goals

Defines strategies and tactics for each channel for easy skimming

Cabarrus County's convention and visitors bureau takes a slightly different approach with its marketing plan, formatting it like a magazine for stakeholders to flip through. It offers information on the county's target audience, channels, goals, KPIs, and public relations strategies and initiatives.

We especially love that the plan includes contact information for the bureau's staff members, so that it's easy for stakeholders to contact the appropriate person for a specific query.

Why This Marketing Plan Works

Visit Billing's comprehensive marketing plan is like Cabarrus County's in that it follows a magazine format. With sections for each planned strategy, it offers a wealth of information and depth for internal stakeholders and potential investors.

We especially love its content strategy section, where it details the organization's prior efforts and current objectives for each content platform.

At the end, it includes strategic goals and budgets - a good move to imitate if your primary audience would not need this information highlighted at the forefront.

Why This Marketing Plan Works

Marketing Plan FAQs

What is a typical marketing plan?

In my experience, most marketing plans outline the following aspects of a business's marketing:

Strategies

Objectives

Target audience

Tactics

Each marketing plan should include one or more goals, the path your team will take to meet those goals, and how you plan to measure success.

For example, if I were a tech startup that's launching a new mobile app, my marketing plan would include:

Featured resource: Free Marketing Plan Template

What should a good marketing plan include?

A good marketing plan will create a clear roadmap for your unique marketing team. This means that the best marketing plan for your business will be distinct to your team and business needs.

That said, most marketing plans will include sections for one or more of the following:

Clear analysis of the target market

A detailed description of the product or service

Competitive analysis

Strategic marketing mix details (such as product, price, place, promotion)

Measurable goals with defined timelines

This can help you build the best marketing plan for your business.

A good marketing plan should also include a product or service's unique value proposition, a comprehensive marketing strategy including online and offline channels, and a defined budget.

Featured resource: Value Proposition Templates

What are the most important parts of a marketing plan?

When you're planning a road trip, you need a map to help define your route, step-by-step directions, and an estimate of the time it will take to get to your destination. It's literally how you get there that matters.

Like a road map, a marketing plan is only useful if it helps you get to where you want to go. So, no one part is more than the other.

That said, you can use the list below to make sure that you've added or at least considered each of the following in your marketing plan:

Marketing goals

Executive summary

Target market analysis

Competitive analysis

Marketing strategies

Tactics

Budget

Metrics

What questions should I ask when making a marketing plan?

Questions are a useful tool for when you're stuck or want to make sure you've included important details.

Try using one or more of these questions as a starting point when you create your marketing plan:

Who is my target audience?

What are their needs, motivations, and pain points?

How does our product or service solve their problems?

How will I reach and engage them?

Who are my competitors? Are they direct or indirect competitors?

What are the unique selling points of my product or service?

What marketing channels are best for the brand?

What is our budget and timeline?

How will I measure the success of marketing efforts?

How much does a marketing plan cost?

Creating a marketing plan is mostly free. But the cost of executing a marketing plan will depend on your specific plan.

Marketing plan costs vary by business, industry, and plan scope. Whether your team handles marketing in-house or hires external consultants can also make a difference. Total costs can range from a few thousand dollars to tens of thousands. This is why most marketing plans will include a budget.

Featured resource: Free Marketing Budget Templates

What is a marketing plan template?

A marketing plan template is a pre-designed structure or framework that helps you outline your marketing plan.

It offers a starting point that you can customize for your specific business needs and goals. For example, our template includes easy-to-edit sections for:

Business summary

Business initiatives

Target market

Market strategy

Budget

Marketing channels

Marketing technology

Sample Marketing Plan

Let's create a sample plan together, step by step.

Follow along with HubSpot's free Marketing Plan Template.

1. Create an overview or primary objective.

2. Determine the KPIs for this mission.

For example, if I wanted to focus on social media growth, my KPIs might look like this:

3. Identify your buyer personas.

Use the following categories to create a target audience for your campaign.

For more useful strategies, consider creating a buyer persona in our Make My Persona tool.

4. Describe your content initiatives and strategies.

Content pillars should be based on topics your audience needs to know. If your ideal clients are female entrepreneurs, then your content pillars can be: marketing, being a woman in business, remote working, and productivity hacks for entrepreneurs.
Our business mission is to provide [service, product, solution] to help [audience] reach their [financial, educational, business related] goals without compromising their [your audience's valuable asset: free time, mental health, budget, etc.]. We want to improve our social media presence while nurturing our relationships with collaborators and clients.
Then, determine any omissions.

5. Define your marketing budget.
We want to achieve a minimum of [followers] with an engagement rate of [X] on [social media platform]. The goal is to achieve an increase of [Y] on recurring clients and new meaningful connections outside the platform by the end of the year.
6. Identify your competitors.

I like to work through the following questions to clearly indicate who my competitors are:

Which platforms do they use the most?

How does their branding differentiate?

How do they talk to their audiences?

What valuable assets do customers talk about? And if they are receiving any negative feedback, what is it about?

7. Outline your plan's contributors and their responsibilities.

Create responsible parties for each portion of the plan.
Our content pillars will be: [X, Y, Z].

Social media manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Content strategist: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Community manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

This marketing plan won't be focusing on the following areas of improvement: [A, B, C].

Sales strategists: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Sales executives: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Our marketing strategy will use a total of [Y] monthly. This will include anything from freelance collaborations to advertising.
Get started on your marketing plan.

These marketing plans serve as initial resources to get your content marketing plan started. But, to truly deliver what your audience wants and needs, you'll likely need to test some different ideas out, measure their success, and then refine your goals as you go.

Editor's Note: This post was originally published in April 2019, but was updated for comprehensiveness. This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure t o learn more about how we use AI.
Marketing will manage the content plan, implementation, and community interaction to reach the KPIs. Sales will follow the line of the marketing work while creating and implementing an outreach strategy. Customer Service will nurture clients' relationships to ensure that they have what they want. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].Project Managers will track the progress and team communication during the project. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].

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What is a Marketing Plan & How to Write One [+Examples]

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Learn how to write the perfect marketing plan, and check out real examples that are rooted in data and produce real results for their business.

# data[].attributes.attachment_link.title
The Ansoff Matrix Explained with Example

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Marketing in Two Minutes: APIC Marketing Planning Model

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SOSTAC - how to write the perfect plan (in 4 minutes)

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Market Mapping / Market Positioning Map | Marketing

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Earned media vs. paid media vs. owned media EXPLAINED

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SWOT Analysis - What is SWOT? Definition, Examples and How to Do a SWOT Analysis

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Porter's 5 Forces Explained | External Analysis Course

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Setting SMART Marketing Objectives and Goals

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My Company: My Way Wellbeing

Competitor 1: Growth Alliance

Digital and global competitors: Offer digital marketing campaigns similar to us across a wider target audience

Competitor 2: Delivered Social

Local competitor marketing company used by other clients within the franchise that is in the same geographical area

Competitor 3: Ad Extra

Secondary competitors as offering help with Google Ads which is our key differentiation against our more primary competitors

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Cambridge Marketing College - Physical provider with a large marketing budget. They are another provider of marketing apprenticeships but request learners go to site. They are a competitor if we worked with anyone in Cambridge

Apprentify - Large provider, cover numerous different qualifications (not just marketing). They use generic coaches for the courses so not as specific as us.

HOET - Another provider doing multiple courses, mainly in hairdressing but have a small marketing apprenticeship set up. Generic qualifications with no CIM included.

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Youngminds - is an indirect competitor to CAMHS professionals. While CAMHS provides clinical treatment, YoungMinds focuses on advocacy, resources, and early intervention. They may compete for influence or accessibility, especially when CAMHS has long waiting lists.

Mind - is an indirect competitor to CAMHS professionals. While CAMHS offers clinical treatment for young people, Mind provides general mental health support, advocacy, and resources for all age groups. They may overlap in providing support, particularly for those facing barriers to accessing CAMHS.

Rethink mental illness - is an indirect competitor to CAMHS professionals. While CAMHS provides clinical treatment for young people, Rethink focuses on advocacy, campaigns, and support services for those affected by severe mental illness, often targeting adults but sometimes overlapping in providing resources for families and young people.

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Black Diamond Spas

Competitor names include other spa dealers which are primary competitors as we target the same customers.

-The Wellness Co

-Scunthorpe Hot Tubs

-H2O Hot Tubs

-1 Stop Swim Spas

Competitor Names which are more secondary competitors as they do not directly compete for the same customer base but do influence customer decisions.

-BeWell

-Platinum Spas

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Goussous Holdings Ltd. - Franchisee of global fast food chains Wendy's and PizzaHut

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Name: HOET

Background: Worked in apprenticeships for a long time (20 years plus)

Target market: Apprentices working in the hairdressing industry and other areas

Pricing Strategy: N/A as funded, but don't offer any additional (such as CIM)

Marketing Strategy: SEO (ranked high on google). Local advertising in magazines. word of mouth from referrals.

Distribution: NA

USP: Been in the industry a long time so can boast of past record (which isn't the best)

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McDonalds Search

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Popeyes search

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Shepley Yarns/Woolyknit/Baaramewe

Rowan - Direct, local, digital - Sell the same products and have similar campaigns to what we offer, have a huge social media presence, first started in Huddersfield

Wool and the gang - Direct and digital - Sell their own products like ours, high market share, very active on social media.

wool warehouse - Direct and digital - stock other competitors products and have a dominant social media presence

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Stamford Creative:

Background- In the industry since 2006

Target Market- Small/medium sized businesses for SEO, web design etc

Product Range- SEO, Finance consultancy, Paid Media, Photography etc

Pricing Strategy- Does not mention, but you get a free consultation to start.

Marketing Strategy- SEO, Projects etc

USP- All skills cover all areas needed for optimising your digital business so their uniqueness comes from the different selling points they offer and tailor to each business.

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Name - The Wellness Co

Background - One of the oldest individual suppliers and dealers of hot tubs

Target Market - Customers in the market for hot tubs or swim spas

Pricing strategy - Charge as much as possible

Marketing Strategy - Use B2B conferences to get other brands to promote their brand

Distribution - Delivery and installation to the customer's house

USP - Have a massive showroom

Competitor 2

Name - Scunthorpe Hot Tubs

Background - Known for having low-quality but very cheap tubs

Target Market - Customers in the market for hot tubs, mainly customers with low budgets

Pricing Strategy - Charge as low as possible

Marketing Strategy - Throw Money at Google Ads

Distribution - Delivery and installation to the customer's house

USP - Offers buy now pay later

Competitor 3

Name - Platinum Spas

Background - Largest supplier of hot tubs and swim spas in the UK

Target Market - B2B customers using a global dealer network to increase sales.

Pricing strategy - Match the price of companies having to import there own stock

Marketing Strategy - B2B Conferences

Distribution - Massive warehouse with 1000's of hot tubs either ready to be collected or delivered

USP - Have a global network of dealers that use them making the brand sound powerful

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competitor analysis and their background

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Name - Rowan

Background - Been in the industry since 1978 (established)

Product Range - All different types of yarn (huge selection)

Target Market - Customers that don't mind spending that extra bit for quality products, experienced crafters

Pricing Strat - ££££

Marketing strat - SEO, social media campaigns, B2C, Influncers

USP - brand recognition

Name - Wool And The Gang

Background - Established by two fashion designers and a model, Wool and the Gang focuses on reintroducing knitting and crocheting as tools for creating a sustainable, do-it-yourself fashion. Fashion projects by Wool and the Gang have been featured in various national and international magazines and newspapers, such as Vogue, Grazia and The New York Times.

Product Range - clothing, yarn, patterns, tools

Target Market - average knitter

Pricing Strat - ££

Marketing strat - SEO, social media campaigns, B2C, Influncers

USP - brand recognition

all of my competitors pretty much do the same thing

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DPOM-

background- digital marketing small business agency since 2010.

product range- google ads, SEO, social media

target market- small businesses looking to be marketed

pricing- comes in a contract so doesn't say

marketing strategy- uses its website to show recent projects and socials too.

USP- Working on big projects like Bear Grylls Academy and running google ads for that.

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Youngminds -

Background

YoungMinds is the UK’s leading charity fighting for children and young people’s mental health. Founded in 1993, the organization has been at the forefront of providing support, empowering young voices, and campaigning for better mental health provisions for over three decades.

Product Range

Mental health information and resources for young people, parents, and professionals

Training programs for schools and professionals

Helpline services (Parents Helpline)

Target Market

Children and young people (up to age 25) experiencing mental health issues

Parents and caregivers of young people with mental health concerns

Schools and educational institutions

Healthcare professionals working with young people

Policymakers and government bodies involved in youth mental health

Pricing Strategy

As a charity, YoungMinds operates on a non-profit basis. However, they have various revenue streams:

Free services: Most resources and support for young people and parents

Paid training: Professional training programs for schools and organisations

Donations and fundraising: A significant portion of their income

Government and corporate grants

Marketing Strategy

Strong online presence with an informative website and active social media channels

Partnerships with schools, healthcare providers, and other youth-focused organizations

Celebrity ambassadors and high-profile supporters to raise awareness

Regular campaigns and awareness events (e.g., #HelloYellow for World Mental Health Day)

Engagement with young people through Youth Panels and young activists

Media appearances and press releases to comment on youth mental health issues

Distribution Strategy

Digital distribution: Online resources, e-learning platforms, and virtual support groups

Physical presence: Through schools, GP surgeries, and community centers

Helpline services: Phone and email support for parents

Unique Selling Proposition (USP)

1. Direct support to young people and families

2. Empowering young voices in mental health discussions

3. Campaigning for improved mental health services and policies for young people

Background

Mind is a leading mental health charity in England and Wales, established in 1946. With over 75 years of experience, Mind has been at the forefront of mental health advocacy, support, and awareness in the UK.

Product Range

Information and support services:

Mind Infoline

Legal Advice Service

Award-winning publications and website

Local support services through 160 local Minds

Campaigning and advocacy initiatives

Training and consultancy services:

Mind Workplace training

Mental Health First Aid

Target Market

Individuals experiencing mental health problems

Friends and family of those with mental health issues

Employers and workplaces

Healthcare professionals

Pricing Strategy

As a charity, Mind operates on a non-profit basis:

Free services: Most information and support services

Paid services: Professional training and consultancy

Fundraising: Events, donations, and corporate partnerships

Retail: Charity shops and online merchandise

Marketing Strategy

Strong brand identity with the iconic Mind ‘squiggle’ logo

Comprehensive digital presence: Website, social media, and online resources

Partnerships with corporations, celebrities, and influencers

National awareness campaigns (e.g., Mental Health Awareness Week)

Local outreach through network of local Minds

Media engagement and thought leadership in mental health discussions

Distribution Strategy

Digital distribution: Online resources, e-learning, and virtual support

Physical presence:

Network of 160 local Minds across England and Wales

Charity shops

Direct services: Helplines and email support

B2B services: Workplace training and consultancy

Unique Selling Proposition (USP)

Direct support and services for individuals

Nationwide reach through local Mind network

Influential voice in policy and public perception of mental health

Evidence-based approach combining research and lived experiences

Background

Rethink Mental Illness is a leading charity in England, founded in 1972, that works to improve the lives of people severely affected by mental illness through community-based services, support groups, and campaigning.

Product Range

Mental health information and resources

Community-based support services

Advice and helplines (including legal advice)

Peer support groups

Training and e-learning programs

Campaigning and advocacy initiatives

Supported housing and employment services

Mental health care navigation

Target Market

People living with severe mental illness

Families and carers of those affected by mental illness

Healthcare professionals and service providers

Policymakers and government bodies

General public for awareness and education

Pricing Strategy

As a charity, Rethink Mental Illness operates on a non-profit basis:

Free services: Most support services, information resources, and helplines

Paid services: Training programs and consultancy services

Fundraising: Events, donations, and corporate partnerships

Government grants and contracts

Marketing Strategy

Strong online presence with an informative website and active social media channels

Awareness campaigns (e.g., “Time to Change” in partnership with Mind)

Celebrity ambassadors and high-profile supporters

Partnerships with NHS trusts, local authorities, and other organizations

Regular events and conferences

Production of research reports and policy papers

Media engagement and thought leadership on mental health issues

Distribution Strategy

Digital distribution: Online resources, e-learning platforms, and virtual support

Physical presence: Local Rethink Mental Illness groups across England

Helpline services: Phone, email, and webchat support

Community-based services: Delivered through local partnerships and contracts

Unique Selling Proposition (USP)

1. Combination of national reach and local, community-based support

2. Focus on severe mental illness, filling a crucial gap in mental health support

3. Integration of practical support (like housing and employment) with mental health services

4. Strong emphasis on involving people with lived experience in shaping services and policy

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Growth Alliance:

Background: Founded in LA in 2015 and have expanded their services across U.S and U.K

Product Range: Social media campaigns, SEO, Ads

Target Market: Companies with potential to grow their digital presence

Pricing strategy: Low initial price for consultation. PPC

Marketing Strategy: Creative campaigns, digital advertising

Distribution Strategy: Direct- has ownership over digital accounts (social media and websites)

USP: Selective clientele to offer strategies with aligned goals

Delivered Social

Background: Marketing agency in Guildford

Product Range: Websites, SEO, Paid and organic social, training and workshops

Target Market: Companies looking to grow their online presence

Price: Varies per service/ size. Moderately priced

Marketing Strategy: Celebrate endorsements, reputation (word of mouth), social media, industry talks/workshops

Distribution: Directly onto website/ media platforms

USP: "All-in-one" marketing, building every aspect of digital presence

Ad Extra

Background: Company that has been providing support and guidance for digital Ads for 12 years

Product Range: Google and Facebook Ads, SEO, Google analytics and Google My Business

Target Market: New businesses or ones with less developed digital presence

Price: Monthly subscription that varies per service. More expensive

Marketing Strategy: Google reviews, word of mouth

Distribution: Directly onto channels and platforms

USP: "Dealing with a real person"

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Name- KPMG

Background- one of the worlds leading professional service firms and the fastest big growing firms in the US.

Target market- corporations, governments, public sector agencies and not-for-profit organisations

Pricing strategy- Enabling clients to realise 4-8% increase in profitability through better and faster pricing, promotion and discount related decisions

marketing strategy-employs a customer-centric approach, utilising a 360 Degree View of Customer Analysis to identify unmet needs and enhance customer loyalty (KPMG). This comprehensive analysis allows KPMG to tailor their marketing strategies to meet the specific requirements of their clients

distribution-global cross-border distribution

USP- providing strategic insight that gets results

Name- EY

Background- EY is one of the largest professional services networks in the world. Along with Deloitte, KPMG and PwC, it is one of the Big Four accounting firms.

Target market- corporations like; coca-cola, Hilton

Pricing strategy- Their strategy focus on commercial and pricing, price setting, price execution and pricing governance.

Market strategy- market strategy focuses on delivering high-quality professional services across various sectors, including assurance, consulting, strategy and transactions, and tax. Their approach is centered on understanding client needs and providing tailored solutions that drive business performance.

EY’s distribution strategy involves a multi-channel approach to reach its diverse clientele effectively. The firm utilizes direct engagement through its global network of professionals who provide services directly to clients. Additionally, EY collaborates with strategic partners and alliances to expand its service offerings and reach new markets.

The unique selling point of EY lies in its commitment to building a better working world by providing exceptional quality services that combine deep industry knowledge with innovative solutions.

Name- PWC

Background- one of the largest professional services networks in the world. It provides a wide range of services including audit and assurance, consulting, and tax services.

Target Market- large corporations, government agencies, and non-profit organizations.

Pricing strategy- a value-based pricing strategy. This means that their fees are often based on the perceived value of the service provided rather than just time spent on a project. They may charge fixed fees for specific projects or use hourly rates depending on the complexity of the service.

Market strategy- focuses on building long-term relationships with clients through trust and quality service delivery. They emphasize thought leadership by publishing research reports and insights on industry trends which positions them as experts in their field. Furthermore, PwC invests heavily in digital transformation to enhance its service offerings and improve client experiences.

Distribution Strategy - a direct distribution strategy where services are delivered directly to clients through its network of offices worldwide.

USP- its global presence combined with local expertise. The firm has a vast network that allows it to deliver consistent quality across different markets while being able to tailor solutions to meet local needs.

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Trio Media-

Background- Have been in the business for hear ( does not specify)

Product range- copywriting, video content,web design, SEO, Branding, Marketing Strategies

Target Market- Create content and marketing tactics for individual businesses.

Pricing- another contracted one so does not mention.

Marketing Strategy- online based and targets long term goals for long term customers.

Distribution- online resources

USP- Support at each stage and all is tailored to your business so you can have as many services at once. Use Global Web Index to get a clear understanding of a businesses market.

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Growth Alliance

Social Channels: Linkedin

Followers: 187

Frequency of Posts: 0

ADS: N/A

Delivered Social

Social Channels: Linkedin, Facebook, Instagram, Youtube

Followers: 1.1K on FB, 3,108 on Linkedin, 2,044 on Instagram, 288 subscribers on Youtube

How Often: 18 posts in last 30 days

Main Content Type: Workshops, Offering services

No Ads

Ad Extra

Social Channels: Linkedin, Facebook

Followers: 31 on Linkedin, 124 on Facebook

Main Content: Advertising, inbound (achievements from employees)

How Often: None in last 30 days

No Ads

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For Delivered Ads

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The Wellness Co

No posts since 25th December

The main content is new stock, delivery and installation pictures/videos. Prominently on Instagram. No ads on Meta or TikTok. Few ads on Google.

Scunthorpe Hot Tubs

The last post was yesterday. Posting 2/3 times daily

Main Content is delivery and installation photos, always with the customer giving a thumbs up in pics. Running a few ads on Meta, but none on TikTok.

A couple of ads on Google

Hot Tub/Swim Spa companies don't put lots of ads on over January as it's too cold, and no one wants to buy a hot tub.

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Camhs professionals

Linkedin - 89,493

Instagram - 11.5k

posts twice a week

carousel and video

no ads

Youngminds

Tiktok - 18.9k

Instagram - 188k

Linkedin - 245k

post everyday

carousel and video

They have ads on google and tiktok

Mind

Instagram - 525k

Tiktok - 70.7k

linkedin - 674k

posts 4 times a week

carousel and video

Ads on tiktok

Rethink mental illness

Instagram - 88.9k

Tiktok - 2270

linkedin - 163k

posts 4 times a week

mainly carousel and some video

last Ad on tiktok was 2023

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YoungMinds
Domain Strength: YoungMinds has a strong online presence in the mental health charity sector.
Speed Test: YoungMinds has the highest Core Web Vitals score among the analyzed mental health charities, indicating excellent website performance and user experience.
Content:

Comprehensive content on various mental health topics, particularly focused on young people.

Well-structured content hubs covering conditions, symptoms, treatments, and medications.

Excellent performance in medication-related content, with multiple featured snippets in search results.
Reviews: No specific review information available, but the high search rankings suggest positive user engagement.
Keywords They Rank For:

Ranks well for 'mental health t shirts uk'

Strong performance in youth-focused mental health topics

Mind
Domain Strength: Very strong, with a Domain Authority of 75/100, one of the highest in the mental health charity sector.
Speed Test: Lower Core Web Vitals score compared to YoungMinds, indicating potential areas for improvement in website performance.
Content:

Extensive range of mental health information and resources.

Well-structured content covering various mental health conditions, treatments, and support options.

Uses a subdomain for their online shop, which may limit SEO benefits.
Reviews: No specific review information available, but the high domain authority suggests strong user trust and engagement.
Keywords They Rank For:

Strong performance for branded terms (e.g., 'mind pin badge', 'mind charity christmas cards', 'mind charity t shirt')

Likely ranks well for general mental health terms due to high domain authority

Rethink Mental Illness
Domain Strength: Specific Domain Authority not provided, but likely strong based on sector averages.
Speed Test: No specific information provided, but Core Web Vitals are generally high in this sector.
Content:

Comprehensive mental health information, including condition pages, treatment options, and legal advice.

Includes references and further sources on medication pages, enhancing credibility.

Uses a subdomain for their online shop, which may limit SEO benefits.
Reviews: No specific review information available.
Keywords They Rank For:

Ranks #1 for 'section 117' (2,000 searches per month), outranking NHS sites and government pages.

Likely performs well for terms related to mental health laws and rights.

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Traffic & Rankings Overview

1. Black Diamond Spas: Strongest share of voice (5.1k) and steady traffic (1.7k), with average position at 9.2

2. h2ohottubs.co.uk: Outpaces in estimated traffic (2.2k) with an average position of 10.1.

3. bluewhalespa.com: Competitive with 3.3k share of voice and 2.9k traffic but a weaker average position of 20.7.

4. wellnessandhottubs.co.uk: Smaller presence (605 share of voice, 599 traffic), but has the best average position (8.5).

Key Takeaways

h2ohottubs.co.uk is highly optimized for affordability and local keywords.

bluewhalespa.com leads traffic metrics but struggles with position rankings.

wellnessandhottubs.co.uk excels in specific high-ranking positions but lacks overall visibility and traffic.

Black Diamond Spas we lead in visibility but need to focus more on rankings

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Growth Alliance

Domain strength: 58

Speed test: 2.1 seconds

Content: 92% SEO rating, overview of values, services, background of company

Google reviews: 4.7. 12 in total

Keywords: Marketing strategy, creatives, expertise

Delivered Social

Domain Strength: 56

Speed test: 90 s

Content: 94% SEO. overview of values, services, background of company, info on talks

Google Reviews: 4.9 from 261 reviews

Keywords: digital marketing management, creatives, expertise

Ad Extra

Domain strength: 52

Speed test: 20 s

Content: 78% SEO rating, FAQ, simple description of services

Google Reviews: N/A

Keywords: Digital ads, marketing consultants, Google and Facebook

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Trio Media Page speed

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Best benefit: Unlimited aftersales service ensures peace of mind and ease of use.

Uniqueness: All customer interactions are dealt with by only in-house trained staff. From the first interaction to delivery, aftersales, repairs and servicing every interaction will be with someone who works for Black Diamond Spa's.

Why choose Us: Reliable, comprehensive support and a growing reputation for quality.

Better off buying elsewhere: When looking for ultra-low-budget options without aftersales expectations.

Attributes (logic): Durable products, full in-house service, and unlimited aftercare.

Attributes (emotion): Peace of mind, luxury lifestyle, and trust in a big brand with many reviews

Ease of understanding: Attributes like "unlimited aftercare" are simple to understand and highly appealing.

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1. Personalised digital marketing campaigns. Works alongside client to and work with other offices in the franchise so know the company values

2. We market for companies solely within the care sector so our expertise is catered to them

3. Because all employees within our company have experience in the care sector so campaigns come from expertise not only in marketing, but the sector as well

4. Better off using another digital marketing services when they want a company that mass produces content

5. SEO and website= logic

Blogs= emotion

social media posts= emotion

Videos= emotion

Email newsletters= logic

6. Our services that are tanglible (Website, social posts, videos etc) are easy to understand whereas SEO work and Google and Facebook analytics are less easy for clients to understand which is why we simplify for them

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1. The best benefit of our service is our results toward overall SEO. We have proven each month to improve keyword rankings and to have done our best work to get certain businesses to page one.

2. To be honest it is hard to make marketing agencies unique as our work is completed to how our clients prefer it to be. But we try our best to hold events in different UK areas to get friendly with potential customers and not make it seem formal if they do not want it to.

3. Again, we try to have the best relationship possible with clients and are great with reassurance and updates so they are still very much involved and have insights into what we are doing for them and how its performing.

4. A customer may want to go elsewhere if they would prefer more frequent in-person 1-1s and as we are in a smaller area than, say London, that may be a valid reason.

5. We offer all types of services from SEO, web design, social media, PPC etc and so all these attributes are for businesses wanting to improve socials and their user experiences to gain sales and so after speaking with us beforehand customers should feel happy that all goals will be met.

6. It might be hard to understand how they will notice rankings and improvements themselves but most platforms we use they are also linked to so input from both sides will be happening and they can see reports we send them each month.

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They get placed into a new job.

It is unique as it is the first and only uk staffing company to work with child and adolescent mental health services.

They would use our services as we have had positive feedback and they can be assured they will have a role that aligns with them as there is a big pool of candidates.

Attributes:

Extensive database of qualified CAMHS professionals

Thorough vetting process for candidates

Knowledge of CAMHS-specific qualifications and requirements

Understanding of the sensitive nature of CAMHS work

Commitment to improving children's mental health services

Personalised approach to matching professionals with suitable roles

The attributes are relatively easy to understand, especially for those familiar with recruitment or mental health services. However, some CAMHS-specific terminology or qualifications might require additional explanation for clients less familiar with the field.

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Benefit to customer

Higher quality ingredients = higher quality products.

We remove the burden for them to have to extract their own ingredients. Saves them time and money buying from us.

We are able to deliver to UK customers much quicker than overseas competitors.

USP

Our products are grown and produced in the UK, we try to import as little as possible.

Our products are completely natural with no synthetic chemicals, and sustainably sourced & extracted.

Our products are some of the highest purity on the market (>99% purity extracts)

Why would customers buy from us?

We offer competitive prices and are able to distribute throughout the UK much more easily than many overseas companies.

Many of our competitors don't offer the unique products we have, or have them at lower purities.

Other companies might not sustainably source products or use the same extraction methods.

Why would customers buy from competitors?

Due to having a small team we can't always produce the high quantities they need, so larger companies may suit them better.

If they are international businesses, they might be able to get products more easily from their local area.

They might not need a very high purity product, depending on their needs they could get lower quality for cheaper.

Logic or Emotion?

Quality / purity - Logic

Price - Logic

Sustainability - Emotion

UK based local business - Emotion

Understanding Attributes?

Usually customers need an in depth knowledge of biochemistry to understand the differences between our product and that of competitors.

However, we are exclusively B2B so all of our customers will be very knowledgeable of the industry and what they need from our product.

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1. sell in large amounts e.g 500g cones

2. we sell our yarn on cones mainly over than balls

3. coned yarn, bigger projects

4. if wanting small amounts of yarn at a time (we do also offer this)

5. i dont even know, they just buy it ??

6. maybe they think its good quality for the money

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1) The best benefit is the quick service and delivery of the product all whilst consuming tasty food.

2) Most of the ingredients are fresh unlike some of our competitors, resulting in a better quality product overall. We do not sacrifice taste for faster service.

3) They feel like they can get more for their money. Although the prices are very similar, it is common knowledge that the beef meat is fresh, and therefore will taste better.

4) There is more access to other fast food restaurants that are already well-established in the UK market. We are still new to the UK food scene and therefore have a disadvantage as of right now. If a customer wants food at any time of the day/night, a competitor like McDonalds/Dominoes will most likely still be open.

5) Quick service - Logic

Clean restaurant - Logic and emotion

Tasty food - Emotion

Fresh ingredients - Emotion

Collaborative products - Emotion (e.g. Krabby Patty Burger - connects to a customer's childhood)

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Best Benefit of Our Product from Customers’ View

The primary benefit of Impower Consulting’s product, as perceived by customers, is the ability to drive measurable results and enhance operational efficiency. Customers appreciate the tailored solutions that address their specific challenges. This benefit is often highlighted in testimonials where clients note significant improvements in productivity and cost savings after implementing our strategies.

How Our Product or Service is Completely Unique

Impower Consulting distinguishes itself through its methodologies and frameworks that are not available from competitors. These unique approaches are developed based on extensive industry research and practical experience, allowing us to offer customized solutions that align closely with each client’s goals.

Why Customers Would Buy from Us Instead of Competitors

Customers choose Impower Consulting over competitors for several reasons:

1. Tailored Solutions: Unlike many firms that offer one-size-fits-all services, we focus on understanding the unique needs of each client and developing bespoke strategies.

2. Expertise and Experience: Our team comprises industry veterans with proven track records in delivering successful outcomes across various sectors.

3. Customer-Centric Approach: We prioritize building long-term relationships with our clients, ensuring ongoing support and engagement throughout the consulting process.

4. Proven Results: We provide case studies and data-driven insights demonstrating the effectiveness of our interventions, which builds trust with potential clients.

When Customers Would Be Better Off Buying Somewhere Else

There are scenarios where customers might find better value elsewhere:

1. Budget Constraints: If a potential client has a significantly limited budget that does not align with the scope of services we provide, they may need to seek more affordable options.

2. Specific Needs Outside Our Expertise: If a customer requires specialized services or niche expertise that falls outside our core competencies, it may be prudent for them to look for providers who specialize in those areas.

3. Immediate Solutions Required: In cases where rapid turnaround times are essential, customers may opt for competitors who can deliver quicker results even if those solutions lack depth or customization.

Attributes Categorized as Appealing to Logic or Emotional Consumer

Logical Attributes

Data-Driven Results: Clients appreciate quantifiable outcomes such as increased revenue or reduced costs.

Customization: The logical appeal of tailored solutions resonates with businesses looking for specific answers to their problems.

Emotional Attributes

Trustworthiness: Building a relationship based on transparency fosters loyalty among clients.

Supportive Partnership: Clients feel valued when they perceive us as partners invested in their success rather than just service providers.