We’ve spent the past couple months filling you in on all things marketing plans; from what to consider before your start, how to layout the basic framework and what to include, plus the benefits your business will receive as a result of your well thought out plan.
Last week, we gave you all the details on marketing plans, so now that you know what they are, let’s talk about what they can do for your business.
A marketing plan?! What exactly is that?
A marketing plan is a comprehensive document that describes your marketing efforts ideally for a specific time frame. In its most basic form, it’s a road-map for introducing and delivering your products or services to a desired audience. It will guide you in selecting different platforms for promoting your business and tailoring those to achieve your end goals.
The past few months, we’ve been talking a lot about social media. We’ve shared The Top Social Media Platforms You Should be Familiar With where we introduced some of the top platforms to research and understand; Accomplish These Two Steps Before Implementing a Social Media Program where we offered some planning ideas; Visual Content Speaks Volumes During Social Media Consumption where we provided ideas for how to improve your visuals and increase engagement on social media; and many, many more. Are you bored yet? We hope not! Our real hope is you feel less intimidated and overwhelmed because you have a better idea of what platforms are right for your business, how to create a social media strategy,
The average person spends nearly two hours on social media every day, according to Social Media Today. If you’re business isn’t taking advantage of this audience, you are definitely missing out. You’re missing out on greater brand awareness, reaching a new audience, and engaging with potential and existing customers, among other things.
Starting a proactive social media program can feel daunting, especially when you aren’t familiar with the platforms or their processes. Before you even step into this world, do two things:
When I say good goals, I really mean: goals that are going to get done what they say they’re going to do. That’s the bottom line of it right? Are they going to make progress and accomplish? The whole point of the process is getting on the right path to lead you to the finish line.
A few weeks back, we shared a post The Case for Goal Setting. And we hope we did just that: communicated some reasons why setting goals is so important. Before we dig into the steps we take when we’re goal setting, we’re sharing why so many people move right past this step without thinking or identifying goals.
When I’m out and about in our community or at industry gatherings and people find out I’m a partner in marketing and communications firm, it’s a common practice that they run an idea or upcoming initiative by me. Usually, they give me some brief background and then share their approach or solution. Almost without fail, my first question is: “How does this fit into your long-term business goals?” This simple question regularly stops my new friend in their tracks. They often fumble for an answer or give me a vague, round about response. And somehow, it surprises me every time.
Have you ever felt like you’re sinking loads of money into your marketing program and seeing minimal results? If so, you’re certainly not alone. We hear this on a fairly-regular basis from businesses we’re visiting with. They know how much they’ve spent but they’re not sure if they received what was promised or what they expected. There are a number of reasons this happens including they’re not setting defined, implementable goals or measuring results ongoingly. However, it’s also likely they don’t understand how their customer’s buying journey fits into the marketing funnel.