In keeping up with their fast-paced competitors, many companies cut to the chase and only focus on one-off marketing tactics or projects with very little preliminary planning. When faced with so many pressures, it is typical to act first and plan later. Teams can become overly focused on breaking through marketing bottlenecks and crossing things off their lists. This is especially true for those who are under the pressure of turning around a high level of marketing requests and sales support initiatives.
Marketing strategy planning ends up being a long list of initiatives (website optimization, email campaign, video advertising, or social media marketing!)—without building the business case for these tactics. It is definitely putting the cart before the horse.
Ideas are easy, but they should be reviewed through strategic planning.
What goals do these ideas help you achieve?
Will these ideas be implemented and aligned with the sales team’s initiatives?
Do these align with your vision and priorities?
Read: Why Company Vision and Mission Statements Matter?
Clearly defining your purpose is the first step to success.
Without setting your marketing objectives, you engage in activities that won’t bring you closer to your vision. Most companies spend their time finding the quick “cure-all” for all the clogs and holes in their sales messaging. They eventually struggle in the face of fierce competition, not because of the lack of marketing strategies, but because of the absence of a clear purpose.
Think goals, not silver bullet!
The Why of Things
Instead of drowning in ideas and tasks, start with the “why”. This makes the process easier as you narrow down the initiatives that will drive your company forward. Clarity on this aspect enables you to channel your time, money, and energy into the things that really matter.
Here are three areas to consider when building your marketing strategy.
Goal: What does your company want to achieve? Do you want to grow by 10% by end of the year? Do you need two new customers a month? Spell out your desired results so you know where to focus all your resources. A goal is your end vision made specific, measurable, achievable, results-oriented, and time-bound (SMART). Having goals will remind you and your people of your motivational sources and keep you focused, no matter the challenges along the way.
Relevance: Is it aligned with how you can serve your industry? Your work is an opportunity for you to use your strengths and offer something valuable to the people you wish to serve. Keep it real and ensure your “why” represents your inner desires as a company, as well as how you want to change your industry for the better.
Impact: Is it aligned with where you’re headed for the long term? How will your initiatives today affect your company vision of tomorrow? Having a clear picture of why your work matters whether short-term or long-term will drive you to act upon your goals and be accountable for your everyday actions.
The business world is full of competition, but establishing a clear purpose to guide your sales and marketing efforts will let you rise above the noise. Go back to your core and don’t let a single mistake sabotage your company’s growth. Having an idea of what you want to do is different than knowing why you are there in the first place.
With so many things to get your company sidetracked from its end vision, having marketing plan goals that are well articulated will keep you on the right track to success!
[tweet “Without clearly defined goals, we become strangely loyal to performing daily acts of trivia.”]
Ready to set your goals today? Let The Marketing Blender help you. It’s your climb, but we can help you reach your summit!
Listen to Podcast here: Avoid the Biggest Marketing Mistake of All Time
