I’ll let you in on a secret: Marketing is 20% strategy and concept creation and 80% implementation. The inability to properly follow through with a marketing strategy is money wasted. Think about it. Have you ever gone live with advertising, an event, or some other marketing program and realised you missed a number of opportunities to leverage your efforts across another channel? Or, did you fail to cover all of your bases when telling your customers about the program? You may have mentioned it on the blog, but, really, wouldn’t a journalist want to know about it too? These scenarios are all often the result of not having a thorough enough strategic marketing plan.
The point of strategic marketing and a strategic marketing plan is to take a long term view of your actions as a means to maximise ROI. For digital marketing, this includes considering the massive investment in time and money spent on blogs, white papers, videos, and other content-related projects and identifying each opportunity to promote them. You want to lay out each of those opportunities in a formal plan to ensure each touch point is addressed at the right time(s). Working as a virtual dashboard or checklist, the strategic marketing plan is a way to organise your marketing efforts each day, week, month, and year
Without such an action plan there is risk of missing promotional opportunities; your marketing may even fail altogether! Worse still, neglecting to take a strategic approach to marketing can cause you to have a major budget blow out. Oftentimes, resources are wasted because of poor planning as companies rush to create new materials for each effort rather than leveraging the items they already have. Organisation through a strategic marketing plan is designed directly to avoid such a scenario
The point is to create a long-term outlook on a company’s goals and objectives, along with the tactics and strategies that will be used to accomplish them. To accomplish this, strategic marketing plans contain several elements meant to provide a macro overview of your marketing efforts. Depending on the customer, plans may include email marketing, content marketing, blog posts, case studies, video marketing, social media updates, targeted keywords, and supporting advertising—which will be conveniently located all in the one place.
When your company decides to undertake a formal marketing strategy with Pollen or anyone else, the formulation of a strategic marketing plan is absolutely essential for success, and to make sure of this every single one of our clients receives a strategic marketing calendar.