Pulse September 2017 | Page 62

13 Ways to crEatE a KillEr MarKEtiNG PlaN (coNtINUEd FRoM PAGE 58) 10. Don’t be afraid to rely on social media. “Every marketing plan needs social media spend,” states Hibbard. “Considering most web users go to a company’s social media pages for infor- mation before visiting the actual website, it’s integral to have a social media strategy that includes a budget for social media ads and customer support.” Social media should be a huge part of your marketing plan and support your more traditional marketing efforts like print advertising. Creating a robust social media presence will improve everything from search rankings to brand imaging. As Hibbard says, “Social media is king and it’s important to include those platforms in your marketing budget.” 11. Make your mission your mantra. When laying out your marketing plan, it’s important to keep your messaging consistent across all platforms. How can you achieve this goal? By creating a mission that resonates with every member of your team. From the person performing a massage to the person packing products to ship, everyone should understand and live your mission. “When it comes to brand marketing, it’s vital to keep your company mission statement at the forefront,” advises Hibbard. “Once you have a clear under- standing of what you’re offering and why you’re offering it, marketing needs will begin to have a purpose.” At Burke Williams, for example, the company’s philosophy is “we exist to transform your day,” and is used in marketing, customer service