Marketing plans are like a pork roast. If you merely stick the pig on a spit over a fire and forget about it all day, you’re going to end up with a burnt mess.
So many people treat marketing plans this way, it’s a wonder anyone gets good ROI.
Let’s look at how you really treat a marketing plan.
Treat It Like a Good Pork Roast
If you want your pork roast to come out just right, you need to check in on it every hour or so. You might need to douse it with water or stoke the coals.
Same with your marketing plan. It needs to be a living document you come back to and revise every few months.
But most small businesses just want to have one meeting and then forget about the plan. They expect their teams to just “remember” what the goals are and what metrics they should achieve.
Not Made of Stone
Even if you don’t have a large marketing team and your plan doesn’t have a thousand working parts, you still need to check your metrics against your goals. At this point, if your goals seem unrealistic, it’s ok to adjust your goals.
Did you know that only 37% of B2B marketers document their strategies? But that documenting your efforts and using them to adjust your goals give you a 538% advantage over other marketers?
Keep It Simple, Keep It Short
Instead of a list or a wall of text, create a simple timeline. This way you can use it like a roadmap.
If you create a list, you’ll likely go into tunnel vision mode. You won’t see the other opportunities along the way.
Don’t be so driven to just check off the list that you lose sight of your ultimate vision. This ties into the previous point. It’s not made of stone and it’s not a set of rules.
Also, keep it simple. If you do have a large team, what’s going to happen when you drop the Bible of Steve’s Marketing Vision on their desk? They’re gonna take it and hit themselves over the head with it is what they’re going to do.
Instead, keep the plan to a few pages. And maybe include a few graphs to spruce it up.