Here at Buildify, we strongly believe that a Marketing Plan is a crucial foundational business system that all successful businesses need to have firmly in place. This article focuses on your business’ Marketing Plan and how to create your own functional Marketing Plan using the Buildify Method.
The first aspect of a functional Marketing Plan that we want to address here is the Mindset component of your Marketing Plan. Your Marketing Plan is a physical document that you and your entire team can reference. One of the key mental benefits is that by referencing it each week, and each month, it holds you accountable to the actions you or your company have made a commitment to take.
Each week you and/or the team responsible for marketing the company, need to review the marketing plan as well as review all of the actions that are to be completed that month. Often during this weekly marketing meeting, you’ll want to agree upon and approve content associated to those set actions. These meetings also hold people accountable to staying on track with the marketing plan for each given month.
During the monthly marketing meeting, the statistics or KPI’s associated with the Marketing Plan are carefully reviewed to evaluate and determine the effectiveness of the actions and generated content for that month. This allows and ensures you the set opportunity to constantly refine and improve the marketing plan and the content associated with those actions. By having a tangible plan that you and your team is following, combined with statistics on how the Marketing Plan is performing, provides empowerment to everyone. Over time as your Marketing Plan becomes dialed in, it will give you control over increasing or decreasing the volume of leads your business needs.
Visit our blog page for more information on creating effective weekly & monthly meeting agenda’s!
At Buildify Systems, we’ve created a customizable Marketing Plan system for you as part of our software suite. Our functional Marketing Plan system automatically talks to several other key systems in our suite for the kind of seamless experience that will encourage you to utilize it to the fullest and stick to it. Here at Buildify, we are committed to empowering business owners by giving them powerful tools that are highly effective and produce meaningful results.
Now let’s get into assembling a Marketing Plan using the Buildify Method. The first step in Buildifying your marketing plan is to list all the marketing actions you would ever want to take. These are not exclusively the actions you want to take immediately; these could be actions you want to take years down the line. What’s important is that you do a brain dump and get all of the possible actions down on paper. More, is better than less here. Better to have more actions listed and never have to use them than run out of them and have to add onto your marketing plan hastily.
Once you have listed all of your potential actions, the next step is to organize your database. There are many ways of organizing your database depending on what industry you are in. In general, your database needs to be broken down as follows: warm customers, cold customers, general contacts, and finally, business alliances or business to business contacts. There are many different schools of thought on this as well as ways to actually perform it which I will address in a different blog piece.
Now that your database is organized, the next step is to determine for each marketing action you listed, the frequency at which you will take that action. You want to do this for each segment of your database.
Here is an example of what I mean…
In the example above, you can see the Action is sending a newsletter. You can then see the segments of the database that are receiving the action are Active Customers, Non-Active Customers, and Old Customers- they are all receiving that action monthly. You then see that the Business Alliances are receiving that action quarterly. (There is a key at the top for reference).
In the Buildify Systems platform, we have made creating and implementing this key system easy and much more effective for you. Not only do we provide an extensive Marketing Plan template, we also provide a built-out example that you can tailor to fit your specific industry and unique business identity. Aaron Keith, our founder and master business coach, has provided example Marketing Plans he uses with his clients the world over. Not only does Buildify Systems provide the Marketing Plan, the plan itself is dynamic, allowing you to check off each action to see & track what actions have been completed each month. A business naturally excels when its various systems can truly act as a feedback mechanism, holding every team member accountable to taking their actions. The Buildify Systems Marketing Calendar also populates onto your Dashboard so you can quickly and easily see all of the Key Performance Indicators (KPI’s) related to your marketing department.
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