Planning is essential if you want to deliver effective marketing that drives real business growth. Without a clear plan, your activity will lack focus, and you’ll be more likely to engage in ‘random acts of marketing’ with little business value.
Our research has found that marketing planning is a constant challenge for SME leaders. They often struggle to know what a proper marketing plan should look like - or what distinguishes a good plan from a bad one.
We discuss why people struggle with marketing planning and how to do it right.
Why SMEs struggle with marketing planning
The main challenge SMEs face is they often don’t have a well-defined business plan, which makes creating a marketing plan nearly impossible. If the business doesn’t know what it wants to do, how can marketing help it get there?
We often notice that a business will have a revenue target but not much beyond that. When you initially meet the Managing Director or CEO, they might say, 'We're currently at six million and aim to reach ten million in 18 months.' However, there's no strategy in place to achieve this. The absence of a business plan is the primary hurdle.
I partnered with a SME client in the middle income clothing industry to help to transform their business objectives into a strategic, results-driven marketing and communications plan. Understanding that a well-defined business plan is the foundation for effective marketing, I first ensured their core objectives, target markets, and value propositions were clearly outlined. With this strategic foundation in place, I developed a tailored marketing roadmap that aligned with their growth goals to enhance brand awareness and drove both B2B and B2C engagement. The plan included clear messaging frameworks, customer engagement strategies, and measurable KPIs to track success. By grounding the marketing strategy in a solid business plan, the client was able to execute a focused and cohesive approach that delivered tangible results and positioned them for long-term success.
Rely on data-driven insights, not intuition
Successful planning begins with a robust business plan. With that foundation established, the subsequent step involves examining both internal and external data to make well-informed decisions about the best course of action.
Throughout my career, data and analytics have been at the core of every marketing strategy I develop, serving as the foundation for decision-making and measuring success. By leveraging both internal and external data, I ensure that strategies are not only aligned with business objectives but also optimised for maximum impact. This includes analysing both hard metrics, such as internal sales performance, market shares, and competitor activity, as well as soft metrics, like customer attitudes, brand perception, and shifting consumer behaviours. Understanding these data points provides a holistic view of the market, allowing for more precise targeting, refined messaging, and strategic adjustments. Tracking engagement metrics, monitoring industry trends, and assessing ROI on campaigns ensures that every marketing initiative is measurable, adaptable, and effective in driving sustainable business growth
Prioritise results over actions
A marketing plan shouldn’t be a list of activities. It should focus on the outcomes you’re looking to deliver.
These plans frequently lack a direct connection to the desired outcomes. We often encounter extensive lists of activities and question, 'What direction is this leading you in? What are your objectives with these actions?'
By shifting the focus from activities to outcomes, you’re switching from tactics (what shall we do?) to strategy (what do we want to achieve?).
When we inquire about clients' desired outcomes, they frequently find it challenging to express them. They understand the actions but not the end goal. Therefore, we often revisit the conversation and suggest, "Let's clearly define what success means in this context and then plan backwards to achieve it."
People often approach planning by starting from today and peering into the future. It can be more beneficial to do the opposite: start with the destination and then work backwards, detailing all the things you’d need to do to arrive at your goal.
Keep your plan simple
Your marketing plan doesn’t need to be long-winded or complex. It doesn’t have to be a 100-page document. A clear, one-page visual map can often make the plan accessible and understandable for the entire team.
When crafting together a marketing plan, my number one rule is keeping it simple—the SMART approach (Specific, Measurable, Achievable, Relevant, Time-bound). A clear, concise marketing plan ensures better alignment on key objectives without unnecessary complexity, making execution more efficient and effective. Simplicity allows for greater flexibility, enabling businesses to adapt quickly to market changes and performance insights. By focusing on actionable strategies and measurable goals, companies can drive better results while avoiding overwhelm and inefficiency.
It is important to keep the plan simple, so everyone can see where they’re headed and how they contribute. Often, it’s the visual simplicity that brings people on board.
A good marketing plan requires deep expertise
Numerous business owners find themselves overwhelmed by the intricacies of marketing planning, particularly when it involves aligning their strategy with long-term objectives. Our Marketing directors, with decades of experience, are here to guide you through this journey.
The key skill of a Marketing Director is to build trust. Once we have that, we can work together to map out a plan that aligns with your business goals. By building on trust and insight, our marketing directors can help simplify complex challenges and give you a practical roadmap to grow your business.
We’re here to make marketing work for your specific needs, whether that’s through creative approaches, strategic realignment, or simply bringing clarity to complex goals.
If you’re ready to take a strategic approach to marketing planning, our part-time Marketing Directors can provide the expertise and support you need to make it happen.
