But wait – where’s the marketing strategy? There’s no mention of your customer, or how you will reach them. Why not?
I may be misrepresenting you, (and if so, I’m sorry!) but the fact is that many businesses of all sizes underestimate the value of a marketing and don’t include it in their plans.
Failing to include a detailed, achievable marketing plan from the beginning can mean that marketing becomes a reactionary (and therefore inconsistent) process rather than a clear strategy (which is what really works).
GrowthAccelerator suggested these five tips for creating a solid marketing foundation which will weather the changes inevitable in a fast-growing business.
1) Embrace it and commit to it.
Deciding what you’re going to do is the easy bit. It’s putting it into practice which takes time, dedication and effort, but it is also this which makes it work and brings you the benefits (basically, more customers).
2) Link it with your key business growth drivers.
Marketing isn’t separate to business, it’s a valuable part of it and should be treated accordingly. Make sure it’s integrated with the business plan, using the same concepts and key drivers as you do for processes, finance and business strategy.
3) Make it achievable and measurable
It can be easy to talk about grand plans for marketing, and find that they are more difficult than you expected. Think about how much time and manpower you can allocate to marketing, and be realistic. Measuring your outcomes is key to finding out what works best, and calculating your marketing ROI.
4) Assign responsibility and ensure accountability
Make sure those responsible for the marketing strategy know what is expected from them, and review regularly to ensure accountability.
5) Review, revise and improve
Looking back to step 3, the value of making a target measurable is using those measurements to improve what you’re doing. If something doesn’t seem to be working, don’t always discount it, as some tasks need time to build and gather momentum. Most important is identifying what has worked, then sustaining and improving on those factors. Include marketing in all review meetings, to ensure it is discussed alongside and as part of the key business drivers.
You can read the original article here.