Why Are Only Some Business Marketing Plans Successful?
Are you still trying to understand why some marketing plans are successful while others are dismal failures? I’ve studied every imaginable kind of business marketing plan over the years, and I’ve concluded that there are five keys to a winning business marketing plan.
Every business marketing plan failure I have seen misses the mark on one of these critical components. You will need to bring all five of the components to bear in a way that makes them mutually supportive.
1. Objective-based. Your business marketing plan should be designed around the marketing objectives you want to accomplish during the period covered by the plan. This keeps all activity focused on results and lays a foundation for analysis of the plan.
2. Go where your prospects gather (online and offline). In the emerging marketing environment, you cannot trust that customers will come to you if you make the right offer. You will only succeed if you go to them wherever they are and build a relationship with them before you extend any offer.
3. Speak to potential customers at each stage of the buying cycle. People need different information at each stage of the process. Every marketing plan needs to escort each prospect through the process.
4. Coordinate everything in the plan. Plan and time the release of each piece of your marketing plan for maximum effect and in a way that allows various pieces of the total plan to support and reinforce each other. Be clear about the customer need your product or service can alleviate, and keep that focus.
5. Constantly tested, adjusted and refined. Every marketing effort, ad or campaign should be carefully and thoroughly analyzed, re-tested, adjusted, updated and refined. Every ad and every e-mail message will meet with a different level of success. The only way your marketing will improve is by testing, analysis and revision.
Your business marketing plan will succeed if these five elements inform the plan. In fact, I suggest a periodic review of these elements to ensure that they are guiding the execution of your plan and keeping your efforts right on the money.
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