Building a marketing strategy that genuinely aligns with your business plan and goals is tricky for any professional or company and can get even more complex when you have a separate team working on marketing alone.
It’s crucial that your marketing and business plans go hand-in-hand in order for them both to be successful – each relies on the other for overall success. But how do you ensure that this happens? Read on for some tips and strategies.
It’s important to remember that actions taken in a certain period of time may not make an impact until the next phase of your marketing and business plan. This time lag can occur between the lead-generation phase and the conversion phase, and it’s important that both marketers and the core management team bear this in mind as they choose their metrics.
Set Clear Objectives
One of the key reasons why your marketing and business goals may not be well-matched is quite simply if the goals themselves are too vague. For instance, everyone wants “more” sales or a better search engine ranking, but what are the factors that are most likely to lead to this in your industry?
Make your goals based on action and very specific numbers. For instance, you could say you want to add 1,000 people to an email list in the following month and hope to make 10% of our sales from that marketing stream.
Choose Metrics Based on Goals & Timing
For instance, key performance indicators that revolve around leads and engagement (e.g., mail list sign-ups, social media engagement) could be the focus in Q 1, and sales per signup or repeat purchases could be the focus in Q 3. The point is to align objectives with a sales funnel.
The point here is to observe and analyze metrics that have more to do with quality than quantity and to remember to not restrict your vision to conversions or profits alone. Remember that there are many other factors at bay when it comes achieving your business goals. And be sure to choose metrics that are easily understandable to the other party.
Involve Marketing Professionals from the Planning (or Even Pre-Planning) Phase
It is important for that the management team considers the input from the marketing team from the early stages of a strategic planning process. One of the biggest mistakes that businesses make is neglecting to include marketers in the entire business plan – including customer research. It’s important that research is done on both ends and that all departments are in regular communication about this to ensure that they’re on the same page.
It can be difficult to understand which marketing goals truly match with your unique strategy and plan. If you would like some assistance with this, contact us today for information on how we can help you.