Is Your Marketing Plan Giving You a False Sense of Accomplishment?

Last Updated on November 2, 2020

Somewhere along the line, you probably created a marketing plan for your business.

Where is it?

More important…how are you doing with reaching your marketing goals?

Are you on track?

Halfway there?

90% of the way there?

Do you even know where you are with your marketing goals?

If you’re not sure, you’re not alone. Many marketing managers create a marketing plan, only to abandon it for the sake of meeting the most urgent needs. The creation of the plan itself was merely an event. Something they felt great about once they saw all the colorful charts, spreadsheets, the SWOT analysis and the Porter Five Forces Analysis.

But when it comes time to translate that marketing plan into digestible action steps and work on it one bit at a time, most of us fall short.

But imagine this…

You Could Be Counting Pennies While Dollar Bills Fly By

Most of us like to go after the “low hanging fruit” by marketing to people who are ready to buy right now. The problem is that we miss out on a huge part of the market share by not building relationships with buyers BEFORE they’re ready to buy.

Think about this…right now, there are probably hundreds of prospects out there who, within the next 6 to 12 months, will be shopping for your product or service. SOMEONE (maybe your competitor) is connecting with them and marketing to them already.  Maybe this doesn’t matter to you right now, but six months down the road, when the prospect is ready to buy, they’ll probably go directly to your competitor instead of you.

Why aren’t you doing something about this TODAY?

Probably because you’re too busy scrambling for immediate sales. I get that….but how long do you want to do that? Better yet, what if you’d committed to creating long term relationships with prospects 12 to 18 months ago? Most likely, your immediate problems would be solved. You’d have plenty of leads in the pipeline.

If you want to be in this place next year, the time to get started on your long term marketing strategy is right now. Of course, if you’re not working on your long term success right now, maybe you’re thinking that…

Things Will Get Better in Time

Will they really?

According to the 2nd law of thermodynamics, they don’t. Things slowly deteriorate over time. That is, unless two things happen:

  1. A steady flow of new energy.
  2. A system is set in place to organize that energy

The same is true in your business. You need a steady flow of leads and you need an organized system for turning those leads into customers who are ready to do business with YOU instead of the competition. This won’t happen if you’re only focused on meeting the immediate needs for new sales. You need a process which will start slow at first, but yield bigger and more sustainable results long term.

Oh Yes, I Know What You’re Thinking…

You’ve got a marketing budget to worry about. You’ve got to do what you can RIGHT NOW to make leads and sales. You don’t have time to work on a long term marketing plan. But if you don’t start right now, you’ll be in the same place next year, and next year, and next year. Things don’t get better in time….unless you have a plan for MAKING them better.

You invested a lot of time and energy into setting your goals and creating your marketing plan. If you want that time and energy to count, it’s time to get busy on the next step.

Last Updated on November 2, 2020