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    • Action plan

    Create a marketing plan for a new group of customers

    Medium effort

    High impact

    Selling to a new group of customers can increase revenue and drive your business forwards. There’s great potential but you’ll need to update your marketing plans to reach and convince a new audience.

    • We’ve designed our action plans to be completed in the order of steps laid out and explained why each step is important
    • Customising your action plan lets you set your own completion dates, assign tasks to others and get notifications
    • Helpful tools are provided for certain steps while a tracking metric at the end will help you determine the long-term success of your effort
    • A downloadable PDF version of each action plan is available if you’d like to compete it offline
    What's involved? Ways to use this action plan Measuring impact
    1

    Speak to customers to understand the challenge from their point of view

    Impact: high

    Why will this help?

    Talk to customers that fit your new persona to understand what they’re looking for and the marketing channels they engage with. This grounds the tone, channels and content of your marketing, making sure it resonates.

    Incorporating feedback into your business planning

    Feedback from customers, employees or peers can lead to positive changes and new ideas. Use our checklist to get started.
    2

    Research what’s already on the market, taking note of strengths and weaknesses that you could capitalise on

    Impact: medium

    Why will this help?

    Your new customer base is likely using a different product or service to solve the challenge you can help with – and they will shop around. Understanding their options will help you differentiate your company.

    How to do a competitive analysis

    A competitive analysis helps businesses to understand who competitors are and what makes them different.
    3

    Decide on two or three key messages you need to communicate

    Impact: medium

    Why will this help?

    Your marketing needs a consistent, powerful message. Picking the key points you want to convey and building marketing content around them will make it more effective. These should be based on your market research and USP.

    Developing your unique selling point from scratch

    Use this helpful checklist from marketing agency WrightObara to identify, test and refine your unique selling point (USP).
    4

    Identify which marketing channels your new customers use and how often you will need to post

    Impact: medium

    Why will this help?

    A sustained marketing effort is needed to reach a new group of customers. Knowing the channels you’re going to focus on and the volume of activity commits the team to the initiative and allows people to start planning.

    How to create a marketing plan

    Use our marketing plan template to outline what you want to achieve with your marketing and how you will measure its success.
    5

    Plan the marketing resources you need from the team

    Impact: medium

    Why will this help?

    New marketing initiatives need to be properly resourced. Otherwise, you risk not giving them a fair chance or overwhelming your team.

    Conducting a skills gap analysis

    Use our free skills gap analysis checklist to determine the key skills missing from your organisation.

    What can I do with this Action Plan?

    Start this Action Plan

    Add some extra information to this plan and we’ll help you get it done.

    • We’ve designed our action plans to be completed in the order of steps laid out and explained why each step is important
    • Customising your action plan lets you set your own completion dates, assign tasks to others and get notifications
    • Helpful tools are provided for certain steps while a tracking metric at the end will help you determine the long-term success of your effort
    • A downloadable PDF version of each action plan is available if you’d like to compete it offline

    Download and print

    Get a printable template for this Action Plan, fill it in with some target dates, and share it with your team. Pin it on the wall where everyone can see it.

    Get the printable Action Plan

    Learning Groups

    We also run Learning Groups on these topics where you can join other leaders tackling the same challenges.

    Find a Learning Group

    How will I know if my action plan is working?

    Number of enquiries

    Generating customer enquiries is a crucial part of the sales process

    Why this metric?

    Marketing activity needs to generate actionable leads.

    How do I start tracking?

    Marketing needs to include a clear call to action to speak to a salesperson or find out more information.