Your Marketing Plan Is the Key To Success
Developing and following a marketing plan is the key to marketing success. I’ve discussed
the importance of setting SMART marketing goals, but how many marketers or business owners actually develop comprehensive marketing plans?
Those who plan, tend to think more strategically and long-term.
Regardless of your organization’s size, your marketing plan should be clear, concise, and updated annually. It should clearly state your organization’s marketing objectives, strategies, and specific methods to achieve your goals. The length of your marketing plan will vary, but it should be summarized, in its entirety, in the Executive Summary.
Having a comprehensive marketing plan has many benefits.
A solid marketing plan will allow you to measure your marketing efforts. You must know what you hope to achieve before you try to gauge your success.
Since your marketing plan will clearly describe your customer demographics, you won’t be tempted to market to everyone. I call that the “throw it out there and see what sticks” marketing method. Many organizations make this mistake due to lack of research and planning.
You also want to be sure that your marketing plan is aligned with corporate objectives to ensure all departments within your organization are working toward the same goal. It’s always a good idea to work with other departments when developing a marketing plan too. Working with cross-functional teams is a good way to ensure the interests of the entire organization are reflected in marketing activities.
You may need to update your marketing plan more often than once a year depending on the market conditions in your industry. While you want to explore new advertising and marketing technologies and opportunities, you want to be sure to stick with methods long enough to see results. Once they have proven to be unsuccessful they can be removed from your marketing plan.
It’s never too late to develop a marketing plan for your organization. If you need help, just ask. Feel free to leave comments and suggestions below.