I know hundreds of companies that have engaged a marketing consultant to write a marketing strategy and then are left miffed as to why it didn't work. Well, it doesn't work if you don't do anything with it! It's as simple as that.
What a marketing strategy does for a small business is set the blueprint for your marketing activities for the next 12 months, 3 years or 5 years. From there, every small business owner can then use this information to develop a marketing activities timeline. This is the easiest and most efficient way to ensure that your marketing strategy gets implemented.
From there, delegate to people or agencies that have the right expertise to execute your marketing strategy. Make sure you think this through thoroughly and set deadlines for completion. Ensure every participant has your BRAND STYLE GUIDE and KEY MESSAGING GUIDE so that your brand is not diluted while it is being managed by multiple parties. Give someone in your business the role of being your brand champion to ensure that consistency in the implementation of your marketing strategy occurs.
Set up group meetings every month to ensure that everything is going to plan and nothing is missed or that if the plan needs to be altered because an external influence has effected its ability to be successful, that you can quickly make the necessary changes and continue on your businesses growth path.
Always set financial goals around your marketing strategy and don't be afraid to ask advice from a third party should it not be going to plan. It may just be a few things that need tweaking to achieve what you set out to achieve.
Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.
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It is fair to say that everyone is looking for good value for their buck. So when companies spend their marketing dollars they are expecting a good marketing investment. Often by no fault of their own but a lack of awareness and education, businesses do not see the value of their marketing investment because they fail to adequatley implement marketing communication strategies that have been carefully developed for them. Getting a good return on marketing investment is a conjoined effort or more simply a partnership. It involves careful preparation but also the right execution and implementation. Certainly, marketing timelines and other tools like detailed IMC plans (integrated marketing communication) plans and MPI (marketing planning and impmentation) plans are needed as a blueprint to support and provide an accurate vision to initiative a smooth implementation of marketing set out initiatives.
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