In Part 1 of this series we looked at the ins-and-outs of making your marketing plan for 2017, but now we’re going to share a few tips to help make it your most successful plan yet.
We said in Part 1 to only choose around 3-5 objectives for your plan. This way you can really focus on this handful of concise goals. A small number of objectives will also be easier for your staff to focus on and get behind (see our blog post about internal buy in).
You should have a detailed operational plan for your new marketing plan, with action points for specific people or parties. This is connected to the ‘Focus’ section, as members of your team will be able to take ownership of particular tasks.
Depending on the size of your business, you may find that the strain of extra marketing work is too much for your staff. If this is the case, it won’t be long before it starts to have a detrimental effect on the day-to-day running of your business. If this is the case, you might want to consider taking on a marketing agency to do the work for you.
Less is More
Keeping your objectives to a minimum will not only allow you to focus on your activities, but you communications will also be more impactful when they reach your customers. By only using a limited number media types, you will be able to make them more engaging.
You should plan for regular reviews throughout the course of your campaign. Only by measuring key statistics can you be sure how effective your marketing plan is. The frequency of reviews will depend on the complexity and intensity of your plan, as well as the operational capacity of your business. However, we would recommend reviewing your campaign every 3-6 weeks.
Once you’ve measured up your campaign and have a few review meetings, you may find that certain aspects of your plan aren’t up to scratch, where as other areas are exceeding expectations. Don’t be afraid to modify your plan part way through. Markets often change and so it makes sense that your plan should too.