What is a Marketing Plan and How Can I Make it Effective?

You should know one thing about marketing—you get what you put into it.

What do we mean by that? Well, suppose your marketing plan only consists of reposting celebrity memes or celebrating "national donut day" with a donut GIF*. In that case, we hate to say it, but your sales goals will likely not be met on that "marketing plan" alone.

Those that strategize, analyze, and develop effective marketing plans reap the benefits of their hard work. Now, that may be easier to say for companies with large marketing departments. But what about those with smaller teams? Or those without marketing teams at all? 

That's where we come in. Ready North helps companies strategize and build performance-driven marketing plans. We also set them in motion—putting you at cruising altitude as the leads pour in. But we aren't here to sell to you; we're here to offer words of advice: marketing is essential. In fact, it’s crucial to a successful business. 

Whether you spend thousands of dollars in marketing each year or have yet to set a formal budget, your company sells itself in one way or another. Hello, branded t-shirts, community sponsorships, and social media! However, each of these strategies' success depends on your marketing plan's effectiveness. Now the question remains: what kind of marketing plan do you have?

What is an effective marketing plan? 

"The good place": a wonderful destination filled with all your hopes and dreams. For us marketers, it's where organized, type-A, strategy lovers relax as our best social posts go viral and our sales teams are overwhelmed with qualified leads. 

For your marketing team, the good place should include an effective marketing plan. 

So, how do we get there? Well, we recommend you start by looking inward. That's right, an audit. Then, once you figure out where you've been, you can begin to imagine where you'd like to go. 

If you're ready to roll up your sleeves and get to work, we've developed a 15-step guide to constructing a performance-driven marketing plan. Click here to get started! 

For those looking for a little more help, keep reading.

Why isn’t my current marketing plan working?

Don't be discouraged if you're feeling bummed because your current marketing plan isn't delivering the results you were hoping for. The great thing about marketing is that you can turn a lousy campaign around at any time. 

Ready North helps companies do just this through our signature Marketing Growth Hackathon. A Marketing Growth Hackathon is an interactive event that solves business growth challenges through a six-step planning model focused on one identified smart goal. You'll walk away feeling energized and ready to prioritize your marketing goals using successful campaign tools.

If you’d prefer to problem-solve on your own, we recommend that you revisit your current marketing plan to consider what areas could be improved. For example, could you strategize a little better? Consider these tips when reviewing your existing marketing plan. With enough patience, you'll be amazed at how quickly you can start driving sales through high-quality leads. 

How do I activate my marketing plan?

If your marketing plan exists, bursting with ingenious ideas, and your team is ready to hit the ground running—you're on the right track! However, to get to the "good place," you'll need to execute this plan tactfully. 

Follow these five steps:

1. Outline your marketing goals relating to your company's business objectives.
2. Organize marketing tactics by strategy (plan, produce, promote, etc.)
3. Schedule projects chronologically, including significant company milestones and events.
4. Organize campaign timelines.  
5. Forecast workloads. 

Wishing there was a template to help with this part of the process? You're in luck! We're here to help you activate your marketing plan from start to finish. Download this free tool below and activate your marketing plan today.

*At Ready North, we fully support celebrating national holidays on social media. Our favorites include National Taco Day, National Dog Day, and World Emoji Day. That said, we really recommend a solid marketing plan that incorporates these posts but doesn't solely exist for them.