When I prepare a marketing plan for a client, I hand them a turnkey package that outlines the who, what, when, why and how much for their marketing program.
- It is built using the six-step process I teach in my workshop and online course.
- It is based on research, feedback, data and the client’s available resources.
- It is custom-designed to achieve the client’s goals.
So, it boggles my mind when I speak to the client a few weeks later, to check on their progress, and they say something along the lines of…
“I got busy and got off track” or “I had to put that on hold” or “It’s on my to do list!”
Which leads me to point #1 of today’s message: The biggest reason a marketing plan doesn’t work is FAILURE TO ACT.
In an attempt to avoid this going forward, I now address this head-on during a marketing strategy session or the tactical portion of the marketing plan process.
Which leads me to point #2: Implementing your marketing plan comes down to two factors: TIME AND MONEY.
Specifically, which can you afford to spend?
This is an “A HA” moment for most clients and forces them to prioritize.
Examples of investing time in your marketing plan:
- Attending networking events
- Teaching workshops and webinars
- Giving presentations
- Sending regular emails to your database
- Recording videos or podcasts
Examples of investing money in your marketing plan:
- Direct mail
- Trade shows
- Event sponsorships
- Online marketing
There is no wrong or right answer, but you MUST know the answer or your marketing plan will not get results.