A marketing road map is a visual image where you arrange your marketing plans in a well-organized sequential manner so as to cover all the aspects of your marketing plan. It is basically a set of steps that explain how to market your product in the market using different tools and techniques. It includes all such strategies that the company wishes too adopt to make its product the best seller in the market. It is a series of different marketing strategies put together in a logical order so that its is tied with all pieces of your marketing plan.
Like how Brandon Andersen, Chief Strategist of Ceralytics says,
“Marketing strategy will impact every piece of your business and it should be tied to every piece of your business.”
Importance of Marketing Road Map
Road maps evolved due to the intention of seeing where the business wants to be in the future and the stages through which it has to go through to achieve it. Without well planned marketing road maps it is not possible to steer your business in the right direction.
With the advent of the social media marketing, there has been an shift towards proper marketing planning to ensure maximum coverage of the market.
Marketing road maps will facilitate to foresee and plan all the aspects required for marketing a product and to avoid the risk of failure.
Steps In Creating A Marketing Road Map
As with any business road map or project road map, the marketing road map should also have a well laid out plan that includes all the essential and the most important components of marketing.
Here is a list of 11 steps to make it easy for you to create your marketing road map right from the scratch:
1. Web Design
Do you come across websites that makes you stop and get engaged with the website? If yes, then such companies have made half of their marketing job easier as the website was successful in attracting and engaging the users.
The website should be able to combine a creative blend of animation and video and immerse the user into a very engaging experience. The design aesthetic, sound, usability, value and interactivity of of the website should be a masterpiece in your respective industry to catch the attention of your target audience.
2. Landing Pages
Your marketing road map should include a plan for excellent landing pages that can target segmented customer population.
In simple terms, a landing page is a follow up to any of your promises that you have made in your content.
In this page you fulfill a promise such as a discount, special offer, a demo or a coupon in return to something from the users which is mostly their contact information.
A landing page is distinct standalone web page where a consumer lands on for a focused purpose. It is a crucial page where a visitor can be converted into a customer.
Optimizely is a tool that can be used to create stunning landing pages. It allows you to create and test the landing pages with the help of few features that are free with a basic plan.
3. Web Analytics
For any business that promotes online or digital marketing, it is of high importance for the company to collect, analyze and measure the behavior of its website visitors.
Web analytics is useful to provide information about the total number of visitors who visited your website as well as the number of page views. Web Analytics should be part of your marketing road map to gain a better understanding of your customers. Web analytics, allows you to make changes to your online presence which can in turn improve your leads, sales, or conversions. Analyzing each of your website visitor can strengthen marketing efforts.
CloudFare is a web analytics tool that can give you an insight on your visitors with analytics.
4. Mobile Advertising
No marketing road map can be complete without adding the mobile marketing. Companies using digital marketing need to start including mobile-friendly marketing to keep up with the advancement in technology.
With the digital world towards which we are moving towards, the importance of tailoring your marketing efforts towards mobile-friendly advertisements cannot be overstated.
Consumers are preferring to shop online on their mobile devices which makes it more important for you to develop user friendly portals.
5. Email Marketing
Many marketers believe that email marketing is not as effective as it used to be in the past. But email marketing has come a long way, and if done properly, email marketing has a potential to become a success factor for many marketing campaigns. Hence it is most important for you to add email marketing into your marketing road map.
Basically, when marketers use emails to promote products or services, it is referred to as email marketing. But in reality, email marketing is all about developing better relationships with potential customers by using emails as a medium to reach out to them.
Tools such as NinjaOutreach will help to reach out to your target audience. When you are struggling to find a way to contact all your potential customers, then Ninjaoutreach is the best choice. It allows you to manually import the list of target audience that you have generated from the social media marketing tool called Cloohawk.
Ninjaoutreach also offers templates to ensure that every message is personalized with the name, designation, location and much more.
6. Pay Per Click
This is one of the best ways to get connected with searchers who are actively looking for products and services like yours. It is a highly effective way to bring interested visitors to your site thereby getting chance to convert them into customers. Hence it is important for you to include this into your marketing road map.
In this Pay per click model, you pay only when your potential customer actually clicks on the ads. This is a great tool for reaching your target audience at the right moment and when they are ready to convert.
You choose where and when your ads will appear based on certain factors such as keywords, website, location, device, time and date. This customization allows you to segment your market and bring your products and services in front of the right audience and thereby convert them into your customers.
For example, Google AdWords is a tool where ads are displayed to customers based on their searches. It shows your ad content to potential customers who are searching for products that are of their interest.
7. Search Engine Optimization (SEO)
Search Engine Optimization is an integral part of marketing road map as it is the process of making your web page easy to find, crawl and categorize. It is a method whereby your customers can spot your business from the thousands of other companies that are on the internet. SEO involves creating content which satisfies the search intent of people. It becomes more and more important for brands to gain and sustain site visibility just by using organic search.
SEO strategies that are genuine and trust worthy will add goodwill to your brand and ultimately add greater value and longevity to your website. Hence it is important for you to add SEO as an important element of your marketing road map.
Google analytics is a free SEO tool that will offer data about your website. You will be able to understand the source of traffic for your website which is key to make changes to your marketing strategies.
8. Content Marketing
Every business is looking for various ways to keep the business on the cutting edge. Content marketing is the solution to remain relevant and, more importantly, efficient and effective in today’s world that is leaning towards digital marketing. Hence it becomes much more important for businesses to add content marketing as one of its important components.
Content marketing is part of marketing strategy where the focus in on creating, publishing and distributing content to your target audience which is mainly to bring new customers to your business.
You should have a well-considered approach towards the creation and distribution of valuable content to your potential customers.
Creating compelling content that will get someone to stop and engage with you on your social media page is the key to content creation. Content is used for increasing brand awareness, engaging with audience, customer attraction and retention, and lead generation.
Leveraging the power of social media tools such as Cloohawk , Hootsuite, ManageFlitter and Agorapulse will give added advantage to improve engagement. These tools listen closely to your potential audience, identify influencers and make a list of audience that could be interested in your content.
9. Explainer Videos
Video content is emerging as the best marketing strategy and hence has to occupy a prominent position in your marketing road map.
90% of consumers say a product video helps them in their purchasing decisions.
64% of consumers have made an online purchase after watching a product video
These statistics proves that every marketer should have explainer videos as part of the marketing road map.
Irrespective of a new product or an existing product, explainer videos is a wonderful marketing idea make it simple for users to understand the product. It can showcase important values of your product, and emphasizes on the ease, utilization and benefits that can be derived from the product.
For example, Home Depot started creating “how-To’ videos to benefit customers who were turning to their mobile phones to get answers. Now they have thousands of ‘How-to” videos on Youtube.
60% of businesses who blog acquire more customers, according to a HubSpot survey.
This alone is enough to stress the importance of blogging for your business.
Small and big brands which are into digital marketing need to blog as it has become an integral part of marketing strategies. Your marketing road map is incomplete without having a blog.
Blog is one of the easiest ways and the most productive way to bring more visibility online. It is an important marketing channel that supports business growth and to get more traffic to your website.
For example, see how Cloohawk has developed a blog for its business that aims at bringing more traffic to its website.
11. Social Media Marketing
A marketing road map without social media marketing step is not a complete road map as social media has become a powerful platform for marketing and cannot be ignored.
When more than 3 billion people are browsing social media content, it opens an infinite opportunity for brands and business to promote products and services using social media.
Social media marketing has positive effects on your business. It offers an opportunity for the public to find you on social media. The biggest reason why it should be part of your marketing road map is the effect that it has on the reach to your targeted audience. It helps you to stay engaged with customers and respond to their queries quickly. Social media is a great way to evaluate your competition by monitoring their social media pages.
For example, Cloohawk is a social media management tool that offers a feature ‘Your competitors' best posts’ which allows you to see at a glance the best performing posts of your competitors.
Marketing plan when detailed and well planned can bring huge benefits to your business. Marketing tasks that are not clearly visualized have low chances of success. A marketing road map is a huge opportunity, as it can include both long-term strategies as well as simple tasks that lead to the marketing success. The 11 steps that are laid out above is a step-by-step guide to help you through all the important elements of a digital marketing plan.