#meinmarketing startet – der Planungskreislauf

2016 ist da! Der Beginn eines neuen Jahres rüttelt Menschen, vielleicht auch gerade dich, immer wieder auf, ihre (Unternehmens-)Ziele zu überprüfen, neue Ziele ins Auge zu fassen und Ideen in die Wirklichkeit umzusetzen. Dabei muss es gar nicht um die großen Kampagnen gehen, auch die Erstellung von einem neuen Logo, die Umsetzung von einer Broschüre, einer neuen Webseite oder den Start im Social Web kann dazu gehören und bringt das Unternehmen weiter.

Den Start ins Jahr 2016 möchte ich daher auch für eine Blogaktion, unter dem Hashtag #meinmarketing nutzen. Es soll darum gehen, wie du als Unternehmer, ob etabliert oder in Gründung, dein Marketing 2016 planen, verbessern und ausbauen kannst. Hierzu wird es verschiedene Blogbeiträge geben, die in den Planungskreislauf (siehe Abb.: 01) passen, sodass du dich gut strukturieren, informieren und planen kannst.

Es warten auf dich umsetzbare Tipps, Ideen und Empfehlungen für einzelne Bereiche, wie zum Beispiel die Konzeption, die Umsetzung oder Kontrolle. Dies alles, wirst du in den nächsten Wochen hier wiederfinden.

Auch wenn du die Blogserie vielleicht nicht ab Beginn an verfolgt hast, steige jederzeit gerne ein und Stelle auch gerne deine Fragen zu vergangenen Themen.

Also legen wir los:

Planung unterstützt dich bei der Erreichung deiner Ziele

Das große Thema Marketingkommunikation und deren Weiterentwicklung sollte von dir dauerhaft in die Unternehmensstruktur mit aufgenommen werden.

So sollte zum Beispiel ein Engagement im Social Web keine Eintagsfliege sein, denn in der Konsequenz kann das Engagement großen Erfolg für die Bereiche Marketing, Vertrieb und Personal und von der Marketingbotschaft bis hin zur Markenbekanntheit haben. Hierbei spielt es keine Rolle, ob du ein Online-Geschäft aufbaust oder du ein Offline-Geschäft, wie einen Blumenladen oder einen Handwerksbetrieb führst.

Eine gut geplante Strategie ist der Grundstein für eine starke Marke, die von deiner Zielgruppe wahrgenommen wird.

Wie solltest du als Unternehmer nun vorgehen?

Dies ist der Planungskreislauf. Dieser wird für die Blogaktion als Grundlage dienen, sodass du dich hieran auch gut orientieren kannst.

Abb. 01: Der Planungskreislauf
(Download siehe unten)

Der Planungskreislauf verdeutlicht sehr gut, welche sieben Schritte du bei deiner Planung beachten solltest:

  • 1 Forschung: Eine gründliche Recherche und Datenbeschaffung ist Grundstein für jede Planung. Daten können intern und auch extern beschafft werden. Beispiele sind hierfür die Erstellung einer Stärken-Schwächen und Chancen-Risiken-Analyse, einer Marktanalyse oder auch die Analyse von aktuellen und zukünftigen Trends.
  • 2 Vorplanung: Bei der Vorplanung geht es um die Festlegung der wichtigsten Eckdaten. Hier werden Ziele festgelegt und fixiert, Zielgruppen definiert und Werbeobjekte ausgewählt. Zudem wird das Budget ermittelt und auch ein erster Risikoplan wird vorbereitet.
  • 3 Strategie und Konzept: In der Strategieplanung werden zunächst der Ist- und der Soll-Zustand betrachtet und definiert. Um das Ziel zu erreichen, benötigt jedes Unternehmen einen Weg, der ein strategisches Vorgehen gewährleisten soll. Um den Soll-Zustand zu erreichen, benötigt ein Unternehmen die Ausarbeitung eines zielgerichteten Programms. Hier werden die Mittel und Instrumente definiert. Wenn ein Unternehmen beispielsweise die Aufmerksamkeit bei der Zielgruppe erhöhen will, hilft es nicht im Social Web an einigen Tagen viele Inhalte zu streuen und sich dann aber Wochen gar nicht zu kümmern. Beiträge im Social Web werden einzeln wahrgenommen und müssen nicht in Beziehung stehen. Ein Konzept für die Streuung des Contents erfüllt zudem die Funktion der Prozess- und Ergebniskontrolle.
  • 4 Planung der Umsetzung: Das Unternehmen muss Ressourcen, wie Zeit und Geld aufwenden, um eine erfolgreiche Betreuung gewährleisten zu können. Eine realistische Einschätzung ist notwendig. Das Unternehmen muss klären, wer für welchen Bereich zuständig ist.
  • 5 Krisenmanagement: Schon vor der Umsetzung sollte das Krisenmanagement nicht außer Acht gelassen werden. Das Unternehmen muss auch auf negative Reaktionen vorbereitet sein. Es müssen Ablaufpläne für möglicherweise eintretende Krisen erstellt und für ausführende Mitarbeiter bereitgestellt werden. Hier müssen Regeln im Internet und auch die Verhaltensweisen beachtet werden.
  • 6 Umsetzung: Die Umsetzung der geplanten Maßnahmen kann dann beginnen. Wichtig für das Unternehmen ist, dass es die Markenführung beachtet und wirkungsvoll kommuniziert, Diskussionen anstößt und Menschen, besonders seine Zielgruppen, damit erreicht.
  • 7 Kontrolle und Evaluation: Das Unternehmen sollte festlegen, wann Ziele realistisch erreicht sind und wie dies gemessen wird.

Wurden die Ziele überprüft und kontrolliert, beginnt hier der Ablauf einer Planung von Neuem.

Und so geht es weiter:

Um diese sieben Schritte soll es in den nächsten Wochen hier auf meinem Blog gehen.

Du wirst hilfreiche Informationen erhalten, umsetzbare Ideen, interessante Linkquellen und kannst jederzeit deine Fragen stellen.

Lade dir doch den Planungskreislauf jetzt hier herunter und mach dort deine ersten Notizen für dein Unternehmen.

Alle Inhalte kannst du auf meinen Social Media Kanälen Facebook, Twitter und Instagram verfolgen. Gerne möchte ich dich auch dazu Aufrufen deine Fragen zum Thema Marketing & Kommunikation für „Klein- & Mittelständische Unternehmen“ unter dem Hashtag #meinmarketing zu teilen und mich gern auch zu verlinken: @Julia Walter (Facebook), @JuWa_mk (Twitter), @juwa_mk (Instagram). Gerne kannst du auch jederzeit über das Kontaktformular oder E-Mail mit mir Kontakt aufnehmen.

Lass uns 2016 nutzen das Marketing für dein Unternehmen auf- & auszubauen!

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