Upside-Down Thinking by Patric Fransko
by Patric Fransko
March 21st, 2018

Fail to Plan, Plan to Fail

The quote, “fail to plan, plan to fail,” came to mind when I was preparing this blog. Thus, I wanted to take this month to discuss the critical components of a solid digital marketing strategy and the importance of each. Oftentimes, people don’t achieve success because they have either not defined the appropriate goal of a marketing program or they implemented incorrect strategies for a given goal. Here are some of the components of a cohesive strategy and why each piece is critical to get the best overall results.

The Mission

The first thing you need to define is the overall mission of your digital marketing program. What are you trying to accomplish? Are you trying to generate leads? Are you trying to create a bigger brand for your product or service? It is imperative that you have a target that defines what “success” of the program looks like. Without knowing where you are going, you are sure to never get there.

Tools Needed

Once you have defined where you want the marketing program to take you, you then need to have proper tools to get you there. A program dedicated to generating leads may have landing-page-driven website pages designed with click funnels that drive filled out contact forms. A program designed to increase or improve brand recognition might involve an active presence on many social media platforms. Understanding the mission is critical to knowing what tools will be needed to accomplish it.

Have a Plan

This seems like common sense, but once you know the mission and have the appropriate tools, you need to have a plan to utilize those tools to complete the mission. I don’t mean an overall plan. What I am referring to here is a detailed, daily plan that lists exactly what activities you will be engaged in and how often. Think of this as turn-by-turn GPS verses looking at a road map. The road map shows you the big picture, but the turn-by-turn instructions tell you how to get to the destination.

Execute the Plan Consistently

This is where the rubber meets the road. You have to begin executing. You have to put the car in drive and begin moving. Digital marketing is not a passive program. It is something you need to be involved with consistently if you hope to be successful. You cannot hit it hard for a couple of weeks then forgot about it for a month and expect to reach your goals.

Measure, Analyze and Course Correct

Marketing is a dynamic thing. Just because you have done all of the things mentioned above doesn’t mean you can’t go off course. You must have a way to measure desired results, analyze those results and determine if you are on the right track. Because of the nature of the ever-changing online landscape, you are bound to get off course now and then. The important thing is to have a way to realize when that happens so that you can get back on track.

When beginning to work with clients, we tend to see marketing programs that spent a lot of money without going through the process above. The destination wasn’t defined, the proper tools were not utilized, there was no plan that was executed on consistently and there was no course correction along the way. It is no surprise that this often leads to inconsistent results and frustration when goals aren’t being met.

I hope this basic marketing structure gives you something to compare to your existing program to and helps reach your desired goal!

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