Every client I ever talk to recognizes the importance of having a marketing plan, but many people don’t know how to create one. Here’s a tried and true method that doesn’t require any software or forms. Just a blank sheet of paper and some of your time.
STEP 1
Take a blank sheet of paper and draw four columns on it.
- Column 1 will be titled ‘Marketing activities’
- Column 2 will be titled ‘Goal’
- Column 3 will be titled ‘Tactics and Actions’
- Column 4 will be titled ‘When’
STEP 2
In column one make a list of all the marketing activities you want to include for the year. Here is a list to get you started. Leave plenty of room between each one.
- Networking – in person and online
- Referrals – using a deliberate and planned strategy
- Speaking
- Writing – for online or offline publications
- PR
- Direct mail
- Advertising
- Internet marketing
- Your own ‘keep in touch’ strategy – regular newsletter, telephone contacts, VIP nights etc
- Strategic partnerships or alliances
STEP 3
Complete the Goal for each activity. Here are some examples:
- Under the heading of Writing, your goal might be to get 2 particles published every month.
- Under Referrals – your goal might be to get 5 hot referrals each month
- Under Direct mail – to achieve a 2.5% response rate
STEP 4
Complete column 3 – the tactics/actions needed to achieve the goal. If you are unsure what steps are needed, make sure you find out.
Now finish off with column 4 – when each action needs to happen. Make sure your timeframes are realistic, and that you sequence things in the right order.
STEP 5
Once you have the actions and timing mapped out, schedule them into your diary or calendar. If you have activities that are required regularly, then schedule time to complete them on a weekly basis. Setting aside the same regular time for marketing activity helps to maintain momentum and ensure things get done continually.
Now print out and stick your Marketing Action Plan in a prominent place so you keep it front of mind.
That’s it! Pretty simple, but very effective.
