- Some people think it's okay to have
a marketing plan just in their head.
In my experience, that is definitely not okay.
Let me share benefits to spending the time
to sit down to write your marketing plan.
Writing forces you to think through
all the plan elements in more detail.
You can assess different options
and create lists of pros and cons for each option.
You can troubleshoot to create a list of potential problems,
and importantly, think through solutions to those problems.
And you can determine what's realistic to implement.
Here's an example.
Let's say you're considering content marketing,
like distributing thought leadership content
on LinkedIn to engage customers.
This might or might not be a great idea.
I suggest write down what you need
to implement a content marketing plan,
such as a copywriter, a graphic designer
to develop an article template and visuals,
a social media expert to post the content
and respond to customers' comments or questions,
an analyst to measure in-market results,
such as number of likes or shares.
When you write all this down, you may realize
that you lack the resources to do it right.
but this shouldn't discourage you at all.
It makes you responsible and realistic
because now you know which resources you need
to make the case for resources to your boss
or chief financial officer.
And another problem with just keeping
all your ideas in your head
is that you're probably working alone.
Don't forget that marketing is a team sport.
Your business and brand will benefit
from team dialogue and collaboration
about your marketing plan and all its elements.
You need diversity of thought from a range of colleagues.
This can include different levels or tenure at the company,
or different disciplines.
It also includes external partners,
such as agencies or consultants.
Diversity of thought leads to the best solutions.
Consider consulting people who don't work in marketing,
but who can help you write a realistic marketing plan.
This could include legal, finance, or project management.
Here are a few tips to keep in mind
when you ask your colleagues
to comment on your marketing plan.
Be specific about what type of help you need.
Give them a reasonable timeline.
When do you need their response by?
Let them know how they should respond:
by email, a call, in person, by Skype.
After you receive feedback, advise your colleagues
which feedback you intend to incorporate or not.
Most people don't expect all their feedback to be acted on,
but people do want to feel heard and respected.
Share your thought process with your colleagues,
meaning, why you have or have not
incorporated their feedback.
This will engage people
and give them incentive to help you in the future.
Sit down and spend the time to write your marketing plan
to think through all the details, options,
and people with whom you should collaborate.