Think of it as your first step towards achieving your dream.

Then, write down your short-term goal (objective). Do you want to become a well-known make-up artist and appear in a TV show? Or do you want to become a healthcare provider with the most satisfied customers in the Netherlands? Writing down your dreams gives you purpose and inspiration. What do you wish to achieve? First, write down your long-term dreams. For example, to determine your goals (step 2), to describe your target audience (step 3), to establish your reputation and brand (step 4), and to choose your marketing mix (step 5). Use the conclusion of your SWOT analysis for the next steps. It will give your marketing strategy direction. If you have not done a SWOT analysis during your market research, this is the time to do it. This article incorporates the advice of Stefan Fabbro, head of marketing at digital agency Hoppinger in Rotterdam. You lay down your plan for reaching new customers in a marketing plan, also referred to as your marketing strategy. With a well thought-out marketing plan, you reach new customers and work towards your growth ambitions. Marketing is how you bring your product or service to the attention of your (potential) customers.

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