When you’ve invested a lot of time, effort and money into a good marketing plan, it’s not only important that you get it going in the first place – but you need to keep it going. So once you’ve implemented it and you’ve got it off to a good start, you can’t just sit back now and forget all about it and hope it works on its own. You need keep the momentum going.
This is where I often see a lot of my clients are getting stuck. All of a sudden it seems as though they’ve hit a brick wall – whether it’s life that takes over; or business (or a mix of both) and they just can’t get to the next level of marketing. This is when your marketing plan generally gets thrown to the side, you put it in the “too hard” basket, or you just don’t think about it. Life gets busy. I know. I’m a mum with three kids (including a newborn!)… but whatever life throws at you, you need to keep the momentum going. And that is particularly true in business.
When the initial excitement of your marketing plan fizzles and life seems to get in the way, it’s time to take things up a step and get your marketing back on track. Here’s how.
- Allocate your resources
You need to be realistic about the resources you have at hand so you can choose the right people and the budget to get the job done. You want to allow for the right amount of time dedicated to the work for yourself, and others involved; and you should allocate resources for at least three to six months (the longer the better). The key to success here is to have a good team backing you, that way you can ensure you have the right systems in place and your processes up and running. Then, you can focus on the strategic elements and leave the rest in capable hands.
- Have systems in place
Whenever I see results from a campaign I’m working on, I light up. I love knowing that what I’m doing works. Seeing positive results is a great motivator so it’s important you have the right systems in place to monitor the results of your marketing. If you can see that your marketing has created sales, both directly and indirectly, you’re more likely to stick to the plan.
- Schedule ‘review and refinement’ sessions
Set up regular sessions where you and your team can go through your marketing activity, check the results and ensure it’s all in working order. If something isn’t working, adjust your activity accordingly. There’s nothing more dampening than busting your gut to get the job done right, only to find out it’s not working as you want it to. Don’t waste time on things that are obviously not working. And if things are going great, celebrate!
- Demonstrate leadership
If only marketing was a one-off fee that you could pay and you’re guaranteed success forever… unfortunately it doesn’t work like that and with any marketing plan, the results aren’t going to be immediate. Make sure you tell your team members that, but also encourage them along the way. Praise them if they’re doing the right thing, guide them if you think they could do something different (or better). Demonstrate ‘buy in’ and engagement as the business leader, to both your employees and suppliers. Patience will be rewarded.
- Empower your team
Let the members of your team take control. Give them the power to make decisions so that they aren’t waiting for you before they make a change. Allow them to show initiative because when your team are not afraid to make mistakes, great things will happen.
To sum it up, you can’t invest all of your energy into a strong marketing plan only to allow it to fizzle out. If you get your strategy sorted at the start, put it in place and have a strong team working beside you to guarantee success – you’re onto a winner. The results will be well worth the effort.
If you need more ideas, or want some help achieving your marketing goals, give us a shout. We’d love to help you out.