Part 1: An Introduction for Creating Your Marketing Plan From Scratch

Part 1

Have you been asked to put together a marketing plan? You’ve come to the right place. In this 5 part series, we’re going to outline the steps you need to follow to get the confidence in your vision and plan.

There is so much information- it’s actually making marketers doubt themselves. Making us second guess whether or not our strategies are effective. We live in a world full of answers, data, statistics, metrics and analytics. However, maybe with all this information, we are just getting overwhelmed and paralyzed by the choices (see earlier post on Cognitive Fluency). In fact, 19.8% of business time- equivalent to 1 full work day- is wasted by employees searching for information to do their job effectively. As an e-business marketer you need to be able to sift thru the information and create a focused plan.

At Talkable, we want our community to feel empowered to attain the goals they set. These goals should be challenging, yet realistic. No need to try and boil the ocean. We advise on starting small, and adding intricacies as you go- crawl, walk, run. You can trust us to eliminate that wasted search time and give you the information to your job.

For the first part of this series, we will overview the media categories and channels and how they can work for your e-business.

The Media Categories:

Paid Media / Owned Media / Earned Media


Paid media is often termed ‘traditional advertising.’ It includes: TV, print, radio, direct mail, banner ads, paid search, sponsorships, and content syndication. Paid media is usually best for brand awareness as you have a mass audience. You have complete control over the message, the creative and the spend…but it’s expensive. In the paid space, you are often fighting for the consumer’s attention as it tends to be crowded and less personal.


Websites, blogs, communities, email, and social channels like Facebook, Twitter, Instagram are all considered owned media. It is the content that you have complete control over. Owned media targets your brand’s existing community and/or current customer base. Owned media requires content creation, investment (financial and time), conversation and engagement.


Earned media is the result of PR efforts, ad campaigns, events and the content created for the owned channels. It is the mentions, comments, reviews, and referrals. Earned media isn’t controlled by the brand- so it’s less biased and more trusted. 85% of consumers regularly or occasionally seek out trusted expert content (credible, third-party articles, and reviews) when considering a purchase.

The Channels

In this article, we will focus on just two: Social & Search.


What is Search? Search marketing is the process of getting visibility and traffic from search engines- thru both paid and unpaid (organic) efforts. Google AdWords is King for paid search. But investing in content development, not just advertising dollars, is essential to improving your organic search ranking. Therefore, making it possible for people to find you when they are looking. In short, you can buy traffic thru paid listing or earn traffic thru unpaid listings.


Social media the collection of online channels dedicated to community, engagement, content share, and collaboration. It’s more than just Facebook. Social media is made up of paid and what is deemed unpaid community management. You can spend dollars on advertising and sponsorships in social channels and you can curate communities, while encouraging share and conversation. Of all the marketing disciplines- social media is well-suited to support every part of the customer journey, from awareness to advocacy and referral.

At Talkable, we want you to leverage this site for more education and focused information when it comes to your marketing plans. We will keep it digestible, thought- provoking and help to re-establish your confidence as a marketer. Everyone needs a partner, an advocate and we are here to support you. Subscribe to our blog to be the first to know when the the next installment of this series is available.

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