A marketing roadmap is a visual representation or strategic plan that outlines high-level marketing initiatives, campaigns, and milestones over a specific period. It provides a clear overview of the marketing activities and initiatives that will be executed to achieve the organization’s marketing goals and objectives.
What Are the Steps to Create a Marketing Strategy Roadmap?
- Music needs a strategy to accomplish goals.
- The strategy is the plan, roadmap, and goal.
- Execution of tasks daily is built into the strategy.
- Testing if what was done created the expected impact is also part of the strategy.
- Responsibility for tasks is assigned in the strategy, sometimes to employees within or outside of the company.
- A big vision can be broken down into smaller chunks that can be accomplished every two weeks to achieve it.
- The person who strategizes those two-week chunks changes from high-level management to team members as tasks become more granular.
- Trello boards are used to hold all pieces together and track progress toward goals
- As teams grow bigger, it becomes harder for one person to handle everything organically
- Being methodical with handling strategies becomes necessary when dealing with multiple business units and agendas
How Do You Create a Marketing Plan Step by Step?
- Marketing is necessary for any business looking to succeed.
- A marketing plan helps understand the business, clarify goals, and keep everyone on the same page.
- A marketing plan should consist of short and long-term goals, target audience description, and high-level strategies/tactics.
- Researching the market and competition is crucial before creating a marketing plan.
- Identifying target customers allows for more informed and tailored marketing strategies.
- Specific numbers should be included when outlining marketing goals to make them measurable and clear.
- Lay out your marketing strategy from beginning to end with details on what needs to be done, how to do it, and channels to use.
- Detail budget considerations upfront as best as possible since marketing can be costly with hidden expenses
- Visme offers various templates for different industries such as restaurant or real estate businesses
- Infographics are useful in presenting information in a fun animated way that’s easy to understand
How to Build Your Marketing Roadmap
- The speaker wishes they could be there in person and hopes to meet everyone soon.
- The topic of the talk is how to build a marketing roadmap and why it’s important.
- The presentation will be free-flowing and conversational, combining left-brain and right-brain processes.
- The speaker is passionate about helping people learn, grow, and expand their businesses by removing obstacles.
- Their expertise lies in defining, growing, and expanding brands through strategy and customer insight research for Fortune 500 companies like Adidas and MSNBC.
- Two Octobers is a certified B Corporation that provides teaching and digital marketing services for values-driven organizations.
- Purposeful outcomes are essential to creating a successful marketing roadmap that aligns with business goals.
- The strategy should not be confused with plans; it involves understanding the guiding principles behind resource allocation toward meeting specific goals or solving problems within the business context
- Tactics are actions taken based on strategic decisions made during planning stages; both tactics & strategies must work together effectively for success
- The benefits of having a clear strategy & roadmap include efficiency in decision-making regarding program investment as well as being able to articulate value internally while demonstrating contribution towards overall business objectives
What Are the 5 Easy Steps of the Marketing Plan?
- Marketing plans are important for businesses to expand their reach and increase business through clear planning.
- A marketing plan is a document that serves as a blueprint for advertising and outreach to specific markets.
- There are five steps to making a marketing plan: state your business mission, identify your buyer personas, define your content designs and strategy, define your budget, and outline who you’re working with and what everyone is responsible for.
- HubSpot offers free marketing plan templates on budgeting, strategy, technology, and more.
- Buyer personas help determine the overall marketing strategy by focusing on things like age, location, income, or interests.
- Defining the type of content that will be created (blog posts, YouTube videos, or TikToks), how much content will be created, and where it will live is important in defining the content design and strategy.
- Having platform-first content helps win with marketing by ensuring that the content fits the platform in terms of format, topics, and styles.
- Defining a budget can be tricky but essential; make sure to pair down what’s essential versus what would be nice to have when considering hidden costs such as ads or freelance fees.
- Clearly defining responsibilities ensures follow-through and accountability so that the marketing plan runs smoothly.
- HubSpot also offers courses in digital marketing fundamentals which cover best practices in implementing a successful digital marketing plan
How to Create a Marketing Roadmap
- John Hubbard is a consultant and StoryBrand-certified guide with Boomer Consulting.
- He talks about the importance of creating a marketing roadmap for services that you want to grow.
- Without a marketing roadmap, it’s unlikely that your service will grow.
- Creating a marketing roadmap can be overwhelming and confusing, but there are five things you need to do from a marketing perspective to have one in place:
- Clarify your message for the service you want to grow.
- Wireframe the website for that service interestingly with all necessary information.
- Create a lead-generating PDF as valuable content available via email, presentations, or on your website.
- Create an email campaign of four or five emails once someone shows interest in learning more about your service after downloading the PDF
- Produce a sales letter addressing specific problems experienced by individuals and how your new service can solve them along with expected results if they buy it from you
- These five core pieces of the marketing roadmap will amplify and accelerate everything else done from a marketing perspective
How Do You Create a Go-to-Market Strategy?
- “Go to market” or “go to market strategy” is a term used by many people with different meanings.
- Marketing strategy and go-to-market strategy are often used interchangeably, but they are different.
- Marketing strategy focuses on who to sell to and what to sell, while go-to-market strategy focuses on how the organization will put offerings into the market for success.
- Go-to-market strategy impacts all functions within an organization.
- It is important not to try and do everything in a go-to-market strategy, but rather focus on core issues for success.
- A product roadmap should be created that highlights the evolution of a product, extensions, and entrance into new markets.
- Market backgrounder documents should accompany any offer added to the roadmap with pertinent information about pricing, competition positioning, etc.
- The sales process must be communicated clearly in B2B complex sales with attention placed on titles/roles and concerns/issues/challenges faced by each role/title
- Distribution strategies must be outlined including direct sales force vs indirect channels like e-commerce sites or channel partners (enabling/delivery).
- Communication inside/outside organizations regarding partnering choices made is critical for success in distribution strategies
What Is a Marketing Roadmap?
- A roadmap is a breakdown of marketing strategy into individual components and parts.
- It categorizes different phases, topics, and line items that execute the marketing strategy.
- The implementation is triaged in a prioritized way starting with number one to the last item on the list.
- Each description has an in-cell note for clarity purposes.
- Estimated time and cost are provided for each line item including external costs like Survey Monkey’s market research costing $250.
- Phases build upon one another starting with set it and forget it type things like setting up Google Analytics or search console quickly wins high value right away
- The next phase lays down the foundation by talking to customers doing competitive research or even marketing fundamentals such as setting up segmentation targeting positioning and messaging
- Building upon that going into on-page SEO let’s just say UX improvements to the site to improve conversion or even setting up your email automation flows next we’ll begin continuous monitoring and maintenance things like social media public relations or even off-page SEO setting up content for a Blog
- Nice-to-have things come next before bringing everything together at phase five where efficiency becomes key by improving customer acquisition costs or solving general gaps in the buying journey
- The ultimate goal is a full implementation of the marketing strategy while focusing on efficiency
Here are the key components typically included in a marketing roadmap:
- Timeline: The marketing roadmap displays a timeline that spans a defined period, such as a quarter, year, or multi-year plan. It helps visualize the sequence and duration of marketing initiatives.
- Marketing Goals and Objectives: Clearly define the marketing goals and objectives that the roadmap aims to achieve. These goals should align with the overall business objectives and be specific, measurable, attainable, relevant, and time-bound (SMART).
- Marketing Initiatives: Identify the major marketing initiatives and campaigns that will be executed to support the marketing goals. These initiatives may include product launches, promotional campaigns, content marketing efforts, lead generation strategies, events, or branding activities.
- Milestones and Deliverables: Outline key milestones or deliverables associated with each marketing initiative. These milestones could be the completion of specific tasks, the launch of campaigns, or the achievement of specific targets. They help track progress and ensure timely execution.
- Channels and Tactics: Specify the marketing channels and tactics that will be employed to execute each initiative. This could include digital marketing channels such as social media, email marketing, SEO, paid advertising, or traditional marketing channels like print media or TV.
- Resource Allocation: Consider the resources required to implement each initiative successfully. This includes budget allocation, staffing needs, technology requirements, and external partnerships or vendors. Assess resource availability and make necessary adjustments to ensure efficient execution.
- Dependencies: Identify any dependencies or interdependencies between different marketing initiatives. Determine if certain initiatives need to be completed before others can begin or if there are dependencies on external factors, such as product development or market research.
- Key Performance Indicators (KPIs): Define the metrics and KPIs that will be used to measure the success and effectiveness of each marketing initiative. These metrics may include website traffic, conversions, lead generation, customer acquisition, or brand awareness. Incorporate these KPIs into the roadmap for ongoing tracking and evaluation.
- Communication and Collaboration: Share the marketing roadmap with relevant stakeholders, including marketing teams, executives, and other departments. It serves as a communication tool to align everyone on the marketing strategies, timelines, and objectives. Encourage collaboration and cross-functional coordination to ensure a cohesive approach.
- Regular Review and Adjustment: Continuously review and update the marketing roadmap based on performance metrics, market dynamics, or internal changes. Regularly assess the progress of initiatives, evaluate the effectiveness of strategies, and make necessary adjustments to optimize results.
A marketing roadmap provides a strategic overview of marketing activities, ensuring alignment with business objectives and facilitating effective planning and execution. It helps coordinate efforts, manage resources, track progress, and ensure the timely achievement of marketing goals.