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How to plan for success - 5 Step Marketing Plan


Creating success and growth in your business is so much easier when you create a plan to follow. It also means that you grow your business in the way you want it to grow, so that you create the business and life you want.



5 Steps to Marketing success:

1. GOALS

2. OBJECTIVES

3. STRATEGY

4. ACTION PLAN

5. IMPLEMENTATION



1. Goals

These are the long-term aims for your business and life. The over-arching goals that you want and need to achieve – think big picture. They are not specific and can be quite high-level.


For example:

  • Grow my business so that I can pay myself the same salary I got when working in corporate

  • Make more sales

  • Establish myself as an expert in my field

  • Have a better life/balance

  • Prioritise personal development


Ask yourself:

  • What do you want for your business and your life?

  • How do you want to work / live?

  • What are your priorities?

  • What do you value most??


2. Objectives

These are specific achievements for your business that are S.M.A.R.T.

  • Specific - Who, what, when, where, why

  • Measurable – eg. $100k revenue/year, 3 FT employees, $50K sales

  • Achievable – is it attainable? Do you have the resources and capabilities to achieve this?

  • Relevant – is it realistic? Within reach given time and resources?

  • Timebound - you must have a deadline. Eg. …by Dec 2022 / end of FY 2023


Ask yourself:

  • What specific achievements do you want to accomplish?

  • How exactly goals will your goals be achieved?

  • Can you measure your success?

  • Are you being realistic?

  • Have a timeframe for your objectives



3. Strategy

Strategy is all about HOW will you grow your business and reach your goals and objectives. It is the essential next step after setting your Goals & Objectives and the part of the process that gets confusing for people. Don’t get too specific about the tactics involved.

  • Product Strategy – how will your product mix change and evolve? What will you focus your growth on?

  • Growth Strategies – how will you create growth? New products? New Audiences? A mix of both? Penetrating your current market by investing in digital marketing?

  • Brand Strategy – how will you communicate your brand? What are your values? What is your unique selling proposition?

  • Market Strategy – how will you differentiate your business from it’s competitors?


Ask yourself:

  • What combinations of strategies are you going to use in your business?

  • Where do you need to focus to get the best growth?



4. Action Plan

This step is all about TACTICS. The marketing tools and activities that use your STRATEGY to achieve your OBJECTIVES.

  • Remember that customers have different needs as they go through the customer journey

  • What kind of sales funnels will you use

  • Assess your time available, your marketing budget, and the resources you have available.

  • Create an Action Plan with all of marketing activities you will undertake and a timeline of when they will occur.


Ask yourself:

  • Consider if your tactics will help to achieve your goals and objectives.

  • Refer back to your strategies to ensure you are using these in the tactics

  • Consider marketing both online and offline. Don’t forget about traditional marketing tactics too!


5. Implementation

The 5th and final step is crucial – because if you don’t actually IMPLEMENT your plan, there is no chance of reaching your goals and objectives.

  • Review your Action Plan each month and schedule in your activities

  • Be as consistent as you can


Ask yourself:

  • Are you tracking your results?

  • Review your activities and make changes where required.

  • Refer back to your plan and remind yourself of your overall goals and objectives – stay focussed on the long term plan!



Marketing planning can be quite overwhelming. I always recommend simplifying things where possible. Determine where there are opportunities for growth and focus on those areas. Once you have set up marketing systems and are consistently taking strategic action then you can add further strategies and activities into the mix!


If you’re wanting some support with all of this – get in touch by booking a Discovery Call with me!





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