How To Ensure The Success Of Your Future Marketing Plan | Brilliant noise | Open mic
Here’s a thought experiment for every marketing leader. If your strategic marketing plan was a website and you could measure and track each team’s progress, where would it go? What would they watch first? What would they miss completely? And, over time, which pages would actually be referenced and which would never be seen or heard again?
Wouldn’t that be interesting? Maybe even a little scary. After you’ve spent all the time and resources analyzing data, politicizing details, and fighting for budgets, the results report lands in your inbox.
If you could see who was really engaging with what, it might be depressing to find out how rarely most people look at him. If you couldn’t bear to watch, it’s time to start asking why.
So how can you improve and ensure future marketing performance by creating a plan that your teams will actually use?
Who gives a leaf?
Your strategic planning process involves much more than a stack of spreadsheets, detailed documents, and sets of hundreds of slides – all of it sits below the waterline. The tip of the iceberg is your internal communication.
The way you communicate the plan to your teams should set a clear and easily referenced vision that will inspire your entire organization through a sustainable marketing transformation. It is too valuable an asset to collect dust.
The best things come in small packages
A recent Microsoft study found that the average human attention span is now just eight seconds, after being reduced by about 25% in just a few years. And, speaking of websites, research from the Nielsen Norman Group has shown that users will read, at most, 28% words during a site visit.
If these statistics tell marketers one thing, it’s that the best referral resources will be those communicated in as few minutes and words as possible.
All plans created by the wisest of crisis leaders or start-up pioneers have one thing in common: they fit on one page. Why? Because these leaders have always had to deal with extreme uncertainty as a given.
Marketing strategy isn’t simple, but it’s your job as a leader to make it look like this. The one-page plan provides the ideal visual, repeatable, and flexible format to eliminate any confusion or diversion around your organization’s goals, culture, and strategy.
How to create a plan and actually use it
The one-pager is your internal communication. If you don’t have a lot of time and resources to spare, you need to get it right.
Step 1: Choose your model – With a huge range of proven and already used and used one-page formats in nature, much of the design work has already been done for you – it is up to you to define your strategy. From the Gartner model to the Business Model Canvas, they all have their pros and cons, so experiment and play to see what works for your team.
Step 2: say it loud – If the one-page plan is the promise, then using it in every key interaction is the way to keep it. Think about when and how he can appear and grow stronger at every opportunity – in regular team meetings, one-on-one, communications, etc.
Step 3: Make it visible – The plan must be seen in the hands of the leaders – literally. Print one out for use in meetings or hang a large version on the wall near your desk to easily be referenced and read with pride.
Step 4: let it evolve – Sometimes a one-pager will need to be updated. Don’t feel discouraged – it just means that it lives, breathes, and is used. A plan with a new goal through new knowledge is better suited today than it was yesterday.
Your next marketing plan for 2022 and beyond can and should be an exciting and transformative process for all of your marketing operations.
You want to know more ? If you’re ready to downsize, click here to download our all-new, more in-depth guide to planning a page, including our own template you can try out right now.
Questions? Contact us to find out what else we can do to help you.