Introduction
A business proposal is a formal document intended to provide insight into a service that a company offers. In this case, the SOSTAC marketing model for planning is utilized to set up a restaurant for potential investors (Chaffey, 2021b). This essay will critically discuss the nuances of tactics under the “Action” section and approaches to performance monitoring under the “Control” section.
Actions
A business proposal outlines assigned responsibilities and structures, answering questions “who?”, “when?” and “what?”. It is crucial for the first year of a restaurant business to establish an effective network of resources such as social media pages and web pages and methods of engaging customers like email campaigns (Kingsnorth, 2019; Johnson, 2021). It should be outlined in a business proposal what employees are responsible for which task, which can be content creation, keyword analysis, and others (Chaffey & Smith 2017). The skills necessary for the staff to hire and the terms under which marketing campaigns are planned to be run can be specified. The basic linear functional organizational structure also is to be described as it assists in convincing an investor that a new business has potential from the digital marketing perspective.
Control
Under this section, the 5s of the web analysis, which is sold, serve, speak, save, and sizzle, are referred to as goals, the achievement of which contributes to the effectiveness of the digital marketing (Nilsson, 2021). They can be evaluated through key performance indicators (KPI) that should be specified in a business proposal (Chaffey, 2021a). Customer Satisfaction surveys are a tool for accessing the approval rating among visitors of the restaurant and feedback gathering in a convenient way (Demers, 2021; Moats, 2020). Site review profiling serves a similar purpose, and it should be simple for customers to comment about the service the business provides. Clients can be promoted by leaving a review about the restaurant to make their experience even more positive. The frequency of reporting the result of performance monitoring is often advised to be done monthly or more often. Reporting processes may involve reviewing the results by the team of restaurant managers and the owner. The fundamental weaknesses are to be determined and addressed.
Conclusion
SOSTAC framework is a valuable model described within the Digital Marketing Plan, which enables to specify of the key concepts, such as “Action” and “Control.” Responsibilities, resources, KPIs, surveys and reviews, and frequency of reporting and its process are necessary for the business proposal to provide information about the business to an investor.
Reference List
Chaffey, D. & Smith, P.R. (2017) Digital Marketing Excellence, 5th Edition, Routledge.
Chaffey, D. (2021a) 10 reasons you needed a digital marketing strategy in 2022.
Chaffey, D. (2021b) SOSTAC® marketing planning model guide and the RACE Framework.
Demers, T. (2021) SEO Basics: Complete Beginners Guide to Search Engine Optimization, Wordstream.
Johnson, T. (2021) The shift from traditional marketing to digital marketing campaigns.
Kingsnorth, S. (2019) Digital Marketing Strategy: An integrated approach to online marketing, 2nd Edition, Kogan Page.
Moats, S. (2020) Advantages and Disadvantages of Mobile Marketing. The Brandon Agency.
Nilsson, D. (2021) A popular marketing model.