Articles > E-Marketing, Network Marketing or Internet Marketing
by: Debbie LaChusa
How does a marketing plan relate to an organization's
communications plan? What are the differences? Is the marketing
plan just one aspect of the communications plan? Should one
consider combining them into a single document?
A communications plan is a PART of your marketing plan. A
communications plan is a focused strategy you use to get the
word out about your business, product or service.
You may use a variety of communications tactics such as public
relations, advertising and speaking engagements. Yes, it does
identify who you are communicating to and what your message is,
and where and how you will get that message out, and often has
goals or objectives you are trying to achieve.
Here's the difference between the two
A marketing plan starts by creating a strong, strategic
marketing foundation for your communications plan. It addresses
the goals and objectives for your business, not just for your
communications activities.
It addresses how you package, price and sell your product or
service, not just how you talk about it. It takes into
consideration your competitors and helps you develop a unique
selling proposition to ensure your product or service is
uniquely positioned in the minds of your prospects and
customers.
And it ensures you have a way to track all of your marketing
activities to create the greatest possible success for your
business.
You need a marketing plan FIRST
The messaging part of your marketing plan is where your
communications plan comes in. Once you have created a strong,
strategic marketing foundation (which you will do as part of
creating a marketing plan) you can determine a message strategy
and tactics - this is your communications plan. And it most
definitely can be a part of the same document.
When I write marketing plans for clients, the communications
plan is part of the marketing plan. The only time it is not, is
when the client has written their own business and marketing
plans. But in those cases, I make sure I either get to review
their plans or that I completely understand their business goals
and strategy so I can develop a marketing communications plan to
support them.
The success of your communications plan depends on it
If all you have is a communications plan, you are missing an
important part of what it takes to make a business successful. A
marketing plan is essential.
About the author:
20-year marketing veteran Debbie LaChusa created The
10stepmarketing System to help small business owners
successfully market their business, themselves without spending
a fortune on marketing. To learn more about this simple,
step-by-step program and to sign up for her FREE audio class and
FREE weekly ezine featuring how-to articles, tips and advice,
visit
http://www.10stepmarketing.com/
