This article was originally published on the blog of our sister company, Great American Media Services. To read the original article and learn more about Great American Media Services, click here.
The most successful marketing teams spend much more time planning than those who lose track of the goal mid-year. By creating a marketing plan, you can set yourself up for greater success in reaching your marketing and sales goals. Here are some of the top reasons you need to create a marketing plan every single year.
Most marketing teams who place ads piecemeal think they’re saving money. But by not knowing exactly what your budget is for the year and not calculating where you are, the end of the fiscal year might be much more painful than anticipated.
The bottom line is that piecemeal marketing will cost you much more than planning your year in advance. Planning ahead will help you stay on budget and know when last-minute initiatives can be added. Often, you can receive discounts for buying repeat advertisements in a publication or with an agency. This allows you to get more impressions and ultimately leads for the same amount of money you’d spend throughout the year.
Planning before the year starts will help create consistency in all aspects of scheduling. It helps to ensure your team has as close to an even workflow through the year, better using your personnel and time resources. Make sure you have plenty of time to create your year’s plan; many teams spend several months preparing for the year.
By maintaining consistent brand scheduling, you are not just helping out your team, but you are also going to ensure that your audience sees regular messaging, rather than a few flurries of activity during particularly busy times. They’ll remember you even if you aren’t running a special or going to an event because they still see your brand in the less-busy times.
Beyond planning timing, the messaging you want to use should also have the same level of consistency. When creating your marketing plan, consider any hashtags or themes you will use. Knowing these ahead of time will help reduce the number of late nights and amount of weekend work your team might need to do before big releases.
By knowing the messaging style of your marketing campaign ahead of time, you can ensure that all team members are creating content and ads that match in tone and design. We all know how big brands have used this consistency — through their logos and jingles — to even get that branding stuck in children’s minds.
While you may not aim for the level of brand awareness of McDonald’s or Target, you can still be front of mind with your target audience by being consistent and planning ahead. Consistency is key.
Setting goals and getting your ROI
If you’re not sure how to set goals or calculate the return on investment (ROI) for your initiatives, learning how to do so is an important piece to proving that you should retain — or even grow — your marketing budget year over year.
Your first year tracking might start from a set of cost estimates based on what you’d like the department to be able to do. Tracking your efforts throughout the sales funnel will help you calculate how much revenue — and ultimately profit — you gained through each initiative. Some efforts may have people costs, materials, lodging, per diem or other inclusions that aren’t hard marketing costs, and some companies prefer to lump that into overhead and others include it in the marketing budget.
Tracking can include using UTMs (tracking links used to monitor campaign progress and behavior related to clicking on the link itself) or landing pages, having specific questions on contact forms about how people found you, tracing trade show contacts through to the end of the sales funnel or just reaching back out after the fact to ask where the conversation started.
Proving that an initiative was more profitable than expected is a great reason to ask for a bigger budget for the same initiative in subsequent years. Without knowing if you are getting that return, it’s hard to prove that the department deserves the money in the next budget.
Be proactive, not reactive
The worst case scenario is being in a place where your marketing efforts are reactive. Planning ahead has benefits, but reactive marketing has steep costs in time and cash. For example, knowing that you want to advertise in a print publication before an industry event means that your team can be prepared to create that ad without feeling rushed or having to drop everything. It all goes back to the planning process; reactive marketers always feel stressed and spread too thin. You’ll keep your team happier and healthier by being predictable.
About the author
Jess Schmidt brings a creative writing degree and over a decade of professional writing experience to the team. As a career marketer with a background in the design world, she works with clients to make their brand stories stand out. Her specialties are thought leadership, compelling descriptive language, technical details and marketing strategy. She writes content for all of the publications under the Great American Media Services umbrella and manages advertiser-driven projects. She’s also the in-house SEO and SEM guru. Click here to learn more about our team.
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