Marketing Success in Three Steps
The closer I get to the holidays the more I say, I have so much to do! So much, how can I possibly plan what I’m going to do next year? Fortunately, I know if I have a plan I’m always better off.
Just like me, I’m sure you have business goals for next year. Do some include gaining new customers, retaining current customers, and increasing profits? Unless you don’t want to be profitable, I’m guessing they are on your list. So, my year end gift for you is to help you create an integrated marketing plan that outlines your objectives and the strategies, tactics, and budgets you will use to achieve them.
Follow these three steps and you will have your plan before the year ends:
Step one: Review your 2016 marketing plan.
Step two: Organize your 2017 marketing essential areas.
Step three: Define your marketing plan strategies, tactics, and budget.
Step 1: Review Your 2016 Marketing Plan
It’s always a great idea to look back at what you’ve done in the past to learn from it. Marketing is no different. You might find some gems you didn’t even know worked and others you thought worked were really not effective. Take a look at your 2016 marketing and take note of the following:
- Effective Marketing – what worked?
- Ineffective Marketing – what didn’t work?
- Target Market – were there changes to your audience or area?
- Marketing Budget – did you stay on budget? Where do you need to cut costs? Where can you invest more?
Step 2: Organize Your 2017 Marketing Essential Areas
With your 2016 marketing review done, you are ready to tackle next year with a better idea of what you want to focus on. Think about all the aspects of marketing, starting with your brand all the way to attending events and everything in between. Where do you want to focus your marketing efforts? Essential areas include:
Essential areas include:
- Branding and Graphics
- Direct Marketing
- Public Relations
- Social Media
These areas can be broken down more. For example, branding can include photography and videography while a website can include blogs and search engine optimization. The key is to define what is essential to your business for next year and what isn’t.
Step 3: Define Your Marketing Plan Strategies, Tactics, and Budget
Two down, one to go. Phew! You are almost there, so hang on this next step will be so much easier with the first two complete. Each of the essential marketing areas you defined in step 2 is what we will focus on now. You now want to take each area and decide the strategy, tactics, and budget you will use. An example of this:
Each of the essential marketing areas you defined in step 2 is where our focus goes now. Take each area and decide the strategy, tactics, and budget you will use.
An example of this:
Marketing Category: Social Media
Strategy: Increase post engagement by 50%.
Tactic 1: Create a new content plan and content. Budget: $12,000
Tactic 2: Share content via influencers. Budget: $500
Tactic 3: Boost posts. Budget: $2,000
While you are creating this annual marketing plan, it is important to come back to it throughout the year to see how you are doing and make changes as needed. You may find some areas need more of a budget and other areas less. Your plan will help you do just that.
Now, you are ready to sit back and enjoy the holidays knowing your business is prepared with your 2017 marketing plan!