Writing your Marketing Plan. Dos and don’ts…

When Business Voice Magazine approached us recently to provide a list of dos and don’ts for a feature on how to write a marketing plan, we were only too happy to oblige. But, it got us thinking, too many businesses are diving head-first into ad-hoc and costly marketing initiatives – at a time when they need to maximize every inch of their budget.

On one hand, we don’t blame them. The proliferation of marketing channels, media outlets and people-just-generally-vying-for-your-money is daunting. However, that’s all the more reason to think strategically. The choice available means that you can achieve more with your marketing than ever before. Approach it wisely and you don’t have to break the bank to get the results you need.

So, for those interested, here are a few tips we came up with for the good folks at Business Voice:

Don’t believe that marketing is a department. It’s not. It’s a business strategy incorporating all elements of your organisation, from communications through to sales and HR.

Don’t rely on conventional advertising methods. In today’s climate, it’s not the way to make the most of your budget. B2B growth and brand development rely on intellectual engagement and interaction. It’s a two-way street!

Do think about what you want to achieve. It sounds simple but too many businesses waste money by acting like bulls in china shops. For example, do you want to increase sales, grow market awareness or drive website traffic?

Do identify and integrate fundamental business values through every element of your marketing programme. Continuity is your friend!

Do employ a variety of relevant communications channels. Think outside the box to get the most value from your marketing plan. Social media, e-marketing, PR – use them effectively and you don’t need to break the bank.

Do remember that ‘e’ is more than a pre-fix! Embrace new electronic media; Web 2.0 initiatives provide greater reach at a lower cost – when used effectively, of course. Interactivity and measurability will help you refine your campaign for long-term results.