Writing an annual marketing plan can be intimidating. But it doesn’t have to be. It can be as easy as packing a suitcase.
If you’re like me, you travel a lot for business. You know that every suitcase starts out empty, just as every marketing plan starts with a blank page.
The process of filling both begins with the same question:
Where are you going?
You can’t start packing before you know your destination. The more information you have, the better choices you’ll make when you fill your bag.
So…where are you headed?
If you haven’t already, align with your executive team and get consensus on what’s important and why. What are your overall goals for the coming year? Revenue growth? Breaking into a new market? Increasing market share? Then, what are the strengths and weakness of your company to meet those challenges? Be sure you understand what could get in the way of achieving these goals, including current events, economic trends, competitive developments, etc. It’s important to build marketing strategies that play to your strengths as well as counter potential challenges.
Think of it like this: Knowing the forecast increases the likelihood that you’ll have what you need when you get to your destination.More