Creating a marketing plan is a big deal for your business. It tells you what activities need to be accomplished in order to meet your goals. It is, essentially, an extension of your business plan.
Any marketing plan is better than no marketing plan at all.
There’s no wrong way to approach setting it up, but there are pitfalls that should be avoided. To keep your plan running optimally, here are three common mistakes to avoid.
1. Setting Unrealistic Goals
“Shoot for the moon. Even if you miss, you’ll land among the stars.” That’s a quote my mother used to tell us kids to encourage us to aim high. While I do agree that setting high goals can help people accomplish great things, it’s not a practice that you should use with your marketing plan (sorry, mom).
Marketing plans should be realistic outlines of your marketing activities for a specific time period. Setting goals too high or too low can be demotivating for your team. If this is your first time establishing a plan for your business and you’re unsure what realistic goals might look like, goal setting might be a bit of guesswork to start.
Use your best judgment for setting realistic goals and review your plan as soon as you have enough data to determine the validity of your goals and activities.
2. Not Reviewing Your Marketing Plan
Imagine you’re on a ship with only a compass to guide your direction. If you never check the compass, how will you know you’re on course to reach your destination? Your plan is your compass. It’s guiding you towards reaching your goals.
Reviewing your plan will help you determine if your goals are attainable. Course corrections will need to be made when it looks like your plan is under or over performing. If you need help deciding the best steps to review your plan, read our blog about reviewing your plan successfully.
3. Overthinking... Everything
Raise your hand if you’re a chronic over-thinker. I am too.
Your plan will rarely be perfect on the first go-around. Even having a marketing plan means you’re ahead of the game since 44% of small businesses don’t have one at all. Spending too much time focused on the small details of your plan will not offer many benefits.
Not happy with the layout of your plan? It’s probably fine. You’ll improve the layout the more you use your plan. Unsure which marketing activities should take priority? That’s OK. You’ll learn what’s working and what’s not by consistently reviewing your plan.
Do You Need Help?
Maybe creating a marketing plan just isn’t your thing. And that’s OK. However, it’s still vital that your business has a plan. If you need help setting up and executing your plan, don’t hesitate to reach out for help! Click below to get your free marketing audit from Laire Group.