Effective Marketing Begins With a Practical Plan

If the very thought of developing a marketing communications plan leaves you with a migraine, take heart. Here are eight practical ways to make the planning process easier and more rewarding.

• Focus on substance, not length. While an inch-thick plan looks impressive, a lean but well thought out plan that you follow is better for your bottom line. Use a grid format to simplify your plan. Start by determining your goals and strategies for the year or the life of your plan. For each strategy, determine your target audience, key messages, tactics, budget, timeline, the person responsible and evaluation techniques.
• Think of your marketing communications plan as a road map. Before you go on a trip, you need to know your starting point and destination. You need to plan for emergencies. A marketing communications plan serves the same purpose - guiding your marketing. Relate your plan to your business goals. Know what success looks like. Have a contingency plan in case unforeseen circumstances develop.
• Before you plan for the future, review the past. Every time you invest marketing dollars, you should evaluate how effective their use was. Before you plan for the future, consider your past marketing efforts. What worked? What didn't work? How can you build on your successes?
• Support your business goals. Consider both your short-term and long-term business goals as you plan your marketing communications strategies. For instance, if your goal is to increase your customer base by 20 percent next year, your marketing must include strategies to get your message out to a larger audience.
• Put your plan on paper. If you want to get more from your marketing dollars, commit your goals and strategies to paper. This simple technique helps you hold yourself accountable.
• Keep your message strong and consistent. Every business should have a strong message - a concise statement of 25 words or less that addresses your customers' pain points, explains your solution and differentiates you from your competition.
• Develop a balanced marketing communications portfolio. There are many different ways to gather information today - websites, newsletters, direct mail, newspapers, magazines, radio, television, email and blogs, to name just a few. Consider how your target markets are most likely to get their information and plan your tactics accordingly.
• Do it! All the planning in the world won't get a customer in your door. Now that you have a marketing communications plan, execute it!

May be reprinted with the following, in full: Joan B. Marcus, president of Joan B. Marcus Communications LLC, is a pro in all forms of writing -- from website copy to grant proposals, brochures to electronic newsletters. She helps small businesses and nonprofit organizations achieve their goals by developing and delivering their marketing message with impact. Sign up for a free newsletter and learn more about Joan B. Marcus Communications at http://joanbmarcuscommunications.com/