Why You Need a Marketing Plan

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Each new year offers the promise of a fresh start. I can't help but get wrapped up in the excitement of resolutions and big ideas, kicking the year off with a bang. The problem with declaring a bunch of resolutions is most people don't put a plan in place to achieve them. Then weeks later they're all, "Resolutions who?" The same goes for setting goals for your business. Much like an architect can't build a house without first designing it, you can't grow your business without first planning for it.

If you started this year with good intentions for promoting your business but already feel them slipping through your fingers, it's not too late to put a marketing plan in place to accomplish your business goals. Doing the leg work now generates a road map to success, creates accountability and offers opportunities to check in and measure your efforts and course correct as needed.

First, lay out your business goals. Do you want to generate leads? Increase conversions? Raise brand awareness? Use the S.M.A.R.T. acronym to help you determine these goals:

  • Specific
  • Measurable
  • Actionable
  • Realistic
  • Time-based

Next, lay out a variety of tactics that could help you work toward these goals. Here are some examples for consideration:

  • Optimize your website, improving the user experience and/or implementing SEO
  • Exhibit at a meaningful trade show
  • Work as or with an influencer
  • Create video
  • Do live video on social
  • Start an email newsletter
  • Run a promotion
  • Implement employee advocacy
  • Launch on a new social media platform
  • Test social media ads

Then, get into the details:

  • Identify the specific goals do you have for each tactic that complement your overall business goals
  • Develop timelines for creation and completion of the tactics
  • Assign team members or hire personnel to tackle each project
  • Determine any new technology or resources you will need to execute on the tactics

Once you launch your tactics, check in to see how they're performing. When they end, use metrics to garner insights and make plans for new tactics.

How are you feeling about your business in 2017? Do you have any planning questions? Send them my way!