Marketing Planning Process – When It Goes AwryBy
As they say, “best laid plans of mice and men often go awry.”
The bottom line is that you can lay out the most amazing marketing plan, using the most supportive, easiest and best marketing planning process known to man, and it can all go south.
Here are a few of the pitfalls you need to look for to help make sure your marketing planning process and your marketing plans are towing the line.
1 – Planning Is Fun, But Then Comes The Implementation
For most people, the planning process, once they know how to do it and get started, is actually fun. It’s easy to imagine all the things you will do and start to assign dates to them.
Something that happens with a lot of people is that they get the planning in place, but when it comes time to sit down and actually create the marketing materials and put them out into the world (aka: follow the plan…), they find about a million and one other things that need to be done NOW, instead of the step in front of them.
2 – It’s Not Working The Way You Want
It’s a fact. Some marketing won’t work. It doesn’t mean it can’t or never will, it just means something’s not connecting somewhere in the mix. It can take patience and perseverance to figure out what is off so you can make the appropriate changes. The big gaping trap that you can fall in here is becoming discouraged because it didn’t happen easily the first time.
Sometimes you get lucky and hit the home run on the first swing…it’s pretty rare. More often than not, you’ll need to take A LOT of swings before you’ll hit it out of the park. Practice makes perfect, so start to re-frame your marketing experiences as part of the process to figuring out exactly what will work. Think of it as perfecting your swing, so you can get to that .300 batting average (which is considered GREAT – and is still only hitting 3 times out of every 10 you get up and swing).
3 – You Stop Short
You’ve managed to get past the first 2 hurdles and things are humming along…and then, suddenly, you are so wrapped up in everything that’s going on (when marketing starts to work, you can get pretty busy, pretty quick) that you stop following the plan.
This may not seem like that big of a deal, but it can create a rollercoaster ride experience: big “ups” keeping busy with lots of clients then, as you complete work, you have big “downs” and need to kick the marketing back into gear because nothing was bringing new people in your direction while you were working with the last group.
Making your marketing efforts consistent is one of the key goals of the marketing planning process. Following a marketing plan and using a marketing calendar is necessary to avoid those big ups and downs and have a steady, growing flow of clients coming your way.