2016 Marketing Planning Guide - Free Template

For Lawyers, Doctors, and Dentists

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November 25, 2015

2016 Marketing Planning Guide

Our previous articles identified 2016 marketing trends and tips to help you plan marketing efforts more effectively.  Today we want to share this planning guide to help you implement it.  It is intended to be a resource for you to build your plan and refer to throughout the upcoming year.  The following is an overview of the sections of your plan.  We also includes a Marketing Plan Template for your convenience.   

SWOT Analysis – A SWAT analysis identifies your practice’s Strength, Weaknesses, Opportunities and Threats.  In order to keep key elements in mind as you plan your 2016 marketing efforts, it is important to first identify them and keep them in the forefront throughout the process.

Establishing Your Baseline – An important part of determining realistic, yet challenging goals is to establish a baseline of current results.  If you have not accurately monitored key baseline measurements to this point, you will need to use the data and information available to make estimations.  The key is to start.  

Marketing Goals and Objectives – In order to reach and exceed your goals for the coming year you must first determine and document them.  As you develop your goals, as well as all other aspects of your marketing plan, try to keep them as SMART (Specific, Measurable, Assignable, Realistic and Time-bound) as possible.

Marketing Strategies – Focus on how you plan to achieve and exceed goals and objectives.  Strategies should be more overarching and not specific tasks or tactics – ex. Internal marketing, paid advertising, credibility/brand building, etc.

Tactics and Action Plans – These are more specific actions and activities that will be undertaken as part of the targeted strategies you identified  (For example, the paid advertising strategy can be an immediate means to generate results and drive targeted traffic, but the tactics may include Google Adwords, Facebook ads, geo-targeted/geo-fenced display advertising, re-marketing ads, etc.).  This will be the largest section of your marketing plan and contain more details (again, keeping them as SMART as possible).   

2016 Marketing Planning Template

SWOT ANALYSIS (Assess your market, practice, services, competitors, industry, etc.)

Strengths:

Weaknesses:

Opportunities:

Threats:

PRIOR MARKETING RESULTS/BASELINE (Example: New business volume, total revenue, leads, conversion ratios, key niche practice areas, etc.)

Results #1:

Results #2:

Results #3:

Results #4:

Results #5:

GOALS/OBJECTIVES (Based on baseline results and SMART methodology)

Goal #1:

Goal #2:

Goal #3:

Goal #4:

Goal #5:

Marketing Strategies (Marketing strategies on how to achieve stated goals and objectives)

Strategies To Address Goal #1:

Strategies To Address Goal #2:

Strategies To Address Goal #3:

Strategies To Address Goal #4:

Strategies To Address Goal #5:

Tactics and Action Items (Actionable items that detail the campaign element, accountability, means to measure and timeframe)

Tactic/Action:

Accountable Person:

Measurement Means:

Timeframe:

Tactic/Action:

Accountable Person:

Measurement Means:

Timeframe:

Tactic/Action:

Accountable Person:

Measurement Means:

Timeframe:

Tactic/Action:

Accountable Person:

Measurement Means:

Timeframe:

Tactic/Action:

Accountable Person:

Measurement Means:

Timeframe:

Tactic/Action:

Accountable Person:

Measurement Means:

Timeframe:

Category: