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IMC1: Planning your marketing strategy

Planning your marketing strategy


Look back at the previous year

  • What worked well?
  • Do them again or ditch?
  • Incorporate the good ideas back into plan
  • Review social and blog efforts
  • Which networks gave you most engagement? Check profiles are up to date
  • What are your most popular blog posts?

 Review ad campaigns

  • Are you getting the return you expect? How do you measure this?
  • Review your marketing plan
  • Vision / Objectives Mission
  • Strategy
  • Audience Competitors

 Vision / Objectives

How do we want to be thought of? Long term objectives, blue sky visions New products or more family time


Quantify the vision. What are the numbers? e.g. sell 10 tractors a week


What are their problems and how can we help them?


Who are they? What do they do well? Where do they fall short?

Look ahead

What events can you get involved in? Partner with businesses who have same audience?

Review your website

Easy for a visitor to find out what you do? Is it clear how to buy from or contact you? Do you have reviews on your site? Has relevant structured data been added?

Design review

Design Branding
User Journey Visual Content Mobile

 Usability review

Content Site Layout Menu Forms Speed

Example review
Homepage layout Images

Website usability report

  • Increase conversions – make it easier for customers to act (buy, call, or sign up)
  • Improve brand perception – your website is your shop window for customers and prospective customers
  • External opinion – Why? Objective review, experienced
  • Website design and usability report