The short answer is Yes! A marketing plan will help you achieve your goals and grow your business. Over the past 12 months every single business has had to review, refine and adapt to very challenging and ever changing circumstances. Even if you have a marketing plan after so many changes in a short period of time it would be a good idea to dust it off and update it. Ideas and campaigns you had in place might not be suitable right now due to the restrictions we are all working within - diversifying is the name of the game at the moment.
Your marketing plan should be a roadmap, a guide to help you get from where you are today to where you want to be in 6 months, 1 year, 5 years time. Detailing things like your vision, your key messages, your audience and your objectives so you have information to benchmark success against. As well as drilling down to the nitty gritty - the strategy and details about how this will be achieved in campaigns using various platforms and mediums.
Does this sound familiar - "we've tried that before but it didn't work", "we've had a go at doing different bits of marketing but it isn't really for us" or "we started doing marketing but for some reason stopped" - if it does they are signs that you don't have a marketing plan or clear idea of what works for your business or worse often end up wasting time and money starting campaigns but not seeing them through to know what actually works for you.
We hear this all the time and know it can leave you feeling hesitant about 'investing' in a marketing plan or in marketing at all. But don't give up - a marketing plan will:
• Give you focus, and direction (based on your plans for the business) detailing how marketing efforts will achieve this and who each campaign will be engaging with
• Help you set a marketing budget so there are no big surprises when implementing the campaigns
• Communicate internally to everyone within the business the direction the business is going in and detail the deadlines, roles and responsibilities of each campaign
• Detail how each campaign will be tested and measured to determine its success
• Help keep your branding and messages consistent rather than stop-start activity
We hope you've found this article useful, if you'd like to discuss your marketing plans or help to create a marketing plan please feel free to get in touch and we'll be happy to help.