The first rule of any marketing strategy is that it is very unlikely that the first thing you do will earn you unbridled success! Your audience may not buy from you if they don’t have a need for what you sell now, they don’t have the financial resources, or they don’t know who you are and you haven’t built trust with them yet.

A successful marketing strategy takes commitment and sustained activity. So, let’s look at the 5 main principles to consider when designing a marketing plan.

1 – What’s your strategy?

It’s worth being clear about where your company is now, where you want it to end up and what tactics are you going to use to get there. Think about how you are going to divide your marketing resources – face-to-face, email campaigns, direct mail, website, online and print advertising etc. Chances are you are going to have to map this out in terms of years for it to be successful.

2 – Stamina and commitment

Make sure your marketing strategy is sustainable over the long term. There are a lot of fairly unglamorous tasks that will need to be done every day. Consider if all this activity can be achieved in-house, or will some jobs need to be out-sourced to an agency.

3 – Keep your focus

Accountability is key. Weekly update meetings are a great way to keep the focus on which activities need to happen that week and any new opportunities that might present themselves.

4 – Flexibility

Even though your marketing strategy is running over the long term you can keep it fluid. Those regular marketing tactics can be interspersed with shorter campaigns in response to opportunities.

5 – Review

Regularly sit down formally to review your marketing strategy – this could be every month or every quarter. Look back on all your activities, what has been achieved and missed. Review the on-going success of your strategy and if anything needs adjusting going forward.

Putting the theory into practice

It’s worth having a look at how you are going to structure and manage all your communications. Having a system in place that centralises this will allow you to organise, automate and monitor your marketing activities easily and efficiently.

If you need any guidance on managing effective marketing campaigns just email [email protected] or give me a call on 0800 049 6044