Neilhaiphong video 9 : How to Create a Marketing Plan for 2023 - a Step-by-Step Guide

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This video is about How to Create a Marketing Plan for 2023 - a Step-by-Step Guide.



A marketing strategy is especially critical if you want to leverage the highest-ROI trends for 2023: short video, influencer marketing, and branded social media. To get powerful results, you must carefully weave both emerging trends and proven strategies into your plan.

Let's dive into the critical components of a complete marketing strategy in 2023, followed by some examples for inspiration.


A marketing strategy is a detailed, structured plan of a company’s promotional efforts across a wide range of platforms and channels. A marketing strategy typically includes objectives, target audience profiles, content creation steps, key performance indicators, and other components.


A marketing strategy will:

  • Align your team to specific goals.
  • Help you tie your efforts to business objectives.
  • Allow you to identify and test what resonates with your target audience.
  • Empower you to capitalize on emerging trends.

The last one is especially important for this upcoming year. Keeping up with marketing trends is important for your strategy, but could be a full-time job.

Why? Because in one year alone, we've seen a major shift to short-form video content; the rise and fall of new platforms (looking at you, Meta); and the continuing impact of the global pandemic. In short, what worked for your marketing strategy in the past might not fly today.

To succeed in the fast-paced marketing world — and maintain a sense of relevance with your audience — it's vital to stay ahead of the curve.

To help ease some of that uncertainty, we've going to show you step-by-step how to create a marketing strategy that leaves no stone unturned. But first, let’s go over the individual components that make up a strong marketing strategy.


1: Marketing Mix


The marketing mix, also known as the 4 Ps of marketing, is the preliminary document you must create to understand what you will be marketing, where you’ll be marketing it, and how you’ll be marketing it. The following P’s make up this framework:

  • Product: What are you selling?
  • Price: What is the price?
  • Place: Where will you be selling the product?
  • Promotion: Where will you be promoting the product?

You can then extrapolate this information into a full-fledged marketing plan for each promotional channel. It’s important to lay out the information in broad strokes so that you understand the overall direction of your marketing strategy.

2: Marketing Objectives


You can set your marketing objectives in conjunction with your 4 Ps, or right after. Either way, you should outline your marketing goals before building upon your strategy. Why? Because your goals will inform other components of the plan, including the budget and content creation process.

With every objective, you should aim to be as specific as possible. Try to create SMART marketing goals divided by channel or promotional tactic, and don’t forget that you can always come back and revise your goals as your priorities change.

3: Marketing Budget


A marketing budget is an essential element of your strategy. Without allotting funds to hiring the right talent, using the right software, advertising on the right channels, and creating the right content, your marketing strategy won’t have a powerful impact. To get a high return on investment, you must first invest.

Remember that you can always start small — hyper-focusing your budget on one or two efforts — and build upon them once you generate an ROI.

4: Competitive Analysis


Knowing your competition is key when creating a marketing strategy. Otherwise, you risk “yelling into the void” without measurable results. Worse, you won’t know whether you’re differentiating yourself enough from the competition and effectively drawing the attention of your intended audience.

You might already have an idea of whom your competitors are, but it’s still essential to sit down and identify them. You might end up uncovering a surprise competitor who’s vying for your target buyer’s attention and engagement.

5: Segmentation, Targeting, and Positioning


Segmentation, targeting, and positioning (STP) refers to the process of delivering “more relevant, personalized messages to target audiences.” In other words, rather than publishing posts and advertisements on a whim, you’ll go through a methodical process for creating content that resonates with your target buyer.

During the segmentation, targeting, and positioning process, you’ll take three steps:

  • Identify your target audience. This process not only entails interviewing your current customers but carrying out market research and creating buyer personas.
  • Target a segment of your target audience. It’s best to speak to a narrow group of highly qualified buyers than to send your message out to everyone.
  • Position your brand relative to other brands. What do you do better than your competitors? It’s essential to map this information when creating a marketing strategy.

6: Content Creation


Once you have your budget, competitive outlook, and STP information, it’s now time to take the most critical step: Creating your marketing content. But it’s essential to undertake this effort strategically. For one, you don’t want to publish random content that doesn’t solve for the customer, and for two, you must aim to capitalize on emerging trends so that your brand enjoys high visibility in the marketplace.

The competition is fierce across all formats. According to HubSpot Research, "half of marketers are using videos, with 47% leveraging images, followed by 33% posting blogs articles, infographics (30%) and podcasts or other audio content (28%)." Of these, video has the highest ROI.


It’s even more essential to invest in trends that have a high ROI, such as short-form videos, influencer marketing, and social media DMs.

That doesn’t mean you shouldn’t invest in blogging, one of the most proven content marketing techniques. It’s simply important to know where to allot the most resources, especially if you have a limited budget.

7: Metrics & Key Performance Indicators (KPIs)


Last, but certainly not least, your marketing strategy must include metrics and key performance indicators to understand how well your strategies are working. The KPIs you choose will vary depending on your business type and preferred customer acquisition channels. Examples of KPIs include:





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