12 Key Components for Sales Success in an Integrated Marketing Plan

An integrated marketing plan for your company or organization should include the following components:

1. Business goals and objectives: Identify the company’s SMART* objectives and desired outcomes, such as increasing revenue or market share.
2. Target audience: Define the ideal customer(s) for the company’s products or services.
3. Marketing mix: Determine the most effective combination of marketing tactics, including traditional 4 Ps: Product, Price, Promotion, and Place PLUS today’s mix which includes 4 more Ps: Permission, Proximity, Perception, and Participation (engagement)
4. Brand positioning: Determine the unique selling proposition (USP) of the company and how it will be communicated to the target audience. What is your Brand Personality? See the ***12 Archetypes below.
5. Messaging strategy: Develop a messaging strategy** that aligns with the brand positioning and resonates with the target audience.
6. Digital marketing: Determine which digital marketing channels will be used to reach the target audience, such as which platforms in social media, email marketing, search engine optimization, or all of the above. Make sure your organization has a Google Profile.

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