Eric Dalius is a Marketing Professional with a bachelor’s degree in Marketing from Penn State University who has generated over $50 Million since 1990 in a Marketing career focusing primarily on the MLM or Network Marketing business model. Eric Dalius is currently providing coaching for existing and new companies looking to expand their products or services through MLM distribution as well as independent representatives who are just getting started with their MLM company.

Successful start-up companies and new businesses have two things in common: a detailed business plan and an effective brand marketing strategy. Eric Dalius, a successful entrepreneur from Miami Beach, believes that to ensure a business begins on the right foot, it’s important to draft a marketing plan that outlines the major strategies and tactics needed to reach those business goals; and how to measure marketing campaign success.

What’s the Difference Between a Business and a Marketing Plan?

Eric Dalius states that before the launch of a new company, product, or non-profit organization; a detailed business plan is needed, which includes information on each of the key areas which will come together to make a new product, service, or company successful. A strong business plan outlines an organization’s mission and vision, along with details on staffing, operations, location and facilities, financing and budget, and short and long-term goals.

Most entrepreneurs use a business plan as a tool to help secure introductory financing for a new business or product launch. Because of this, a strong business plan should include all the information that prospective funders, investors, or lenders need to verify the viability of the business idea and decide whether it is a sound investment.

A business plan should encourage company growth, goal setting, and strategic planning throughout the life of the business. Rather than a static product, a strong business plan is a tool that company leaders and employees can use for years to come. A business plan should be updated annually with new financial information, staffing plans, short and long-term goals, and more.

One important aspect of a detailed business plan is the company’s strategic communications plan, which includes advertising, marketing, public relations, and internal communications strategies and tactics, as well as a budget and timeline. Eric Dalius states that the strategic communications plan includes a marketing plan, which details the company’s brand, mission and vision, pricing information, target markets, competitors, and key customers.

Information about target marketing channels, including events, social media, and online advertising; should also be included in a marketing plan. In addition, a detailed website development plan should be outlined. Although it is only one part of a business plan, a strategic communications plan and its marketing component is an important tool for all new businesses, and a differentiator in successful ones.

Creating a Brand Marketing Plan to Win New Clients and Engage New Customers

1. Align your marketing and business goals: Eric Dalius explains that to begin crafting an impactful marking plan, it’s important to review your business goals and timeline to ensure the marketing strategy aligns. Also, make sure your mission and vision match your business goals, to ensure that implementing your marketing plan and achieving your set business goals aligns with your overall company mission.

2. Identify your target market(s): Before setting goals or designing marketing strategies, you need to understand your customer base. Who are you hoping to sell your products or services to? If launching a new non-profit, who are you trying to assist? Conducting a market analysis will help you better understand who or what makes up your target audience (i.e. businesses vs. consumers), where and how to find them (i.e. geographic indicators, advertising channels), and their values and needs (i.e. how can you best show your value). Understanding your ideal customer will help you select targeted marketing strategies to reach them and personalize your marketing messaging to impact their purchase decisions.

3. Create a budget: Before you start down the road of selecting marketing channels and creating a marketing plan, Eric Dalius notes that you need to decide how much money you are going to invest in brand marketing, advertising, and overall communications strategy. First, review your business plan to better understand your revenue goals, expenses, and the amount of money you have available for marketing. Understanding your company’s price points can also help define how much you want to spend per new customer acquisition. Setting goals and tracking your marketing budget can also help improve outputs, as you measure your campaigns’ effectiveness and move advertising and marketing resources into more successful marketing channels as you go along.

4. Outline your strategies and tactics to reach each individual marketing goal: For example, to ‘increase brand recognition,’ individual strategies might include:

• Brand creation – Hire a designer to create a visual brand and brand guidelines.
• Social media marketing – Launch social media channels, create a content calendar, draft compelling content, include #hashtags in product packaging and ask customers to post photos with your product.
• Online advertising – Focus on Facebook (News - Alert) and Google website advertising, with campaigns designed to reach 3 specific target audiences in 12 markets.
• Website design and SEO optimization – Hire a firm to update the website and ensure SEO optimization and effective Google (News - Alert) Analytics tracking and reporting.
• Competitor research – Measure brand recognition and loyalty against major competitors with an online survey.

5. Measure your success: Eric Dalius notes that an effective marketing plan is constantly updated and improved based on campaign data. Most marketing channels offer detailed data collection and analysis tools. To improve your marketing and overall business plan and help reach your business goals, an effective marketer sets specific goals, measures campaign success, and adjusts campaign budgets, target audiences, creative, and designs to reach them. From direct mail to online advertising, and website search engine optimization to social media graphics; each marketing campaign tactic should be quantified, set to specific time parameters, and measured to ensure your marketing dollars are going to good use.

A marketing plan is an essential part of a good business plan. The most important part of a marketing plan is its ability to change. Setting marketing goals that align with your business goals and outlining a specific budget and timeframe for each marketing strategy will help you measure your effectiveness and improve future marketing campaigns. A strong understanding of your target audiences, how your brand is currently perceived, and what your audience’s major purchase motivators are, is a great way to strengthen your marketing capabilities. Eric Dalius concludes that while a business plan is the larger plan, the business will not succeed without a successful marketing plan.