From Strategy to Action: Rethink’s Guide to Building a Winning Marketing Plan

So, you’ve nailed down your marketing strategy. You know your target audience, and you’re brimming with brilliant ideas. But how do you transform that strategic vision into tangible, actionable steps? That’s where your marketing plan comes in.

Think of your strategy as the North Star guiding your marketing efforts. Your plan, then, is the detailed map that gets you there. It charts the course, sets milestones, and ensures you’re making the most of every step along the way.

Step 1: Set SMART Goals 

Before you even think about which marketing channels to use, we would recommend setting SMART goals that align with the overall business objectives.  These will then enable you to focus your planning based on what you’re expecting to achieve:

• SPECIFIC:  Be specific – an example could be to generate a 20% increase in offline enquiries within the next quarter.
• MEASURABLE: How will you know if you’ve reached your goal? Define clear metrics like call figures, lead conversions, offline sales…to track your progress.
• ATTAINABLE: Don’t set yourself up for failure with unrealistic goals. Aim high, but be realistic about what you can achieve with your resources and timeframe.
• RELEVANT: Make sure your goals align with your overall marketing strategy and business objectives. Don’t chase vanity metrics that don’t contribute to your bottom line.
• TIME-BOUND: Set deadlines for achieving your goals to create a sense of urgency and keep yourself on track.

Step 2: Set a Budget and Timeline 

Before you decide on which channels to use and you lay out your plan for the next six months, you ideally need to establish a budget figure that you can work to.

Be realistic about how much you can invest, allocating your resources wisely across different channels and activities.   

From previous results and experience, you’ll hopefully have an understanding of the channels that generate the best results.  We would always recommend allocating some budget to try new things, otherwise you’ll never know the true potential for the business.

‘TO LEARN SOMETHING NEW, YOU NEED TO TRY NEW THINGS AND NOT BE AFRAID TO BE WRONG’

Step 2: Choose the Channels that Amplify Your Voice

Hopefully, from developing an understanding of your audience through the strategy process, you’ll know where your ‘ideal clients’ are hanging out and can focus your efforts accordingly.

We’ve listed a few ideas below:

• WEBSITE: Is your website reflective of your new strategy and your audience?  If not, then it probably needs to be high on the agenda for development.  When researching a business to work with or to buy from, the website is often the first port of call for research and reassurance.
• DIRECT MAIL: From handwritten letters to beautifully curated mailing pieces, direct marketing can offer the perfect way to target your audience away from their crowded email inbox.
• TARGETED EVENTS & EXHIBITIONS: There are very few opportunities to get hundreds of your target market customers in the same place at the same time, so local and national events are often a great way to tick that box.  From simple shell schemes to bespoke stand designs, there are always opportunities tailored to every budget. 
• SOCIAL MEDIA: Connect with your audience on the platforms they frequent, whether it’s Instagram’s vibrant visuals or LinkedIn’s professional network.
• PRINT AND DIGITAL MEDIA TITLES: Online and printed trade and lifestyle magazines are still very much a part of everyday life and should be considered within your planning, particularly if you operate within a niche industry.

You can also visit our ‘Low Cost Marketing Ideas’ blog https://bit.ly/RethinkMarketingIdeas for some additional ideas.

Don’t try to be everywhere at once – focus on mastering the channels that will deliver the most impact for your business.

Step 3: Craft Content that Captivates and Converts

Once you’ve defined your key marketing channels, the next step is to craft your content. It’s what attracts your audience, builds trust, and ultimately leads to conversions. But creating just any content won’t do. You need content that’s:

• VALUABLE: Provide your audience with something they can’t find anywhere else – insights, tips, solutions to their problems.
• ENGAGING: Make your content interesting and enjoyable to consume. Use storytelling, humour, and visuals to keep your audience hooked.
• RELEVANT: Align your content with your target audience’s interests and needs. Don’t just talk about yourself – talk about what matters to them.
• CONSISTENT: Publish content regularly to stay top-of-mind and build momentum. Create a content calendar to plan your topics and ensure you’re always putting out fresh material.

Step 4: Launch Your Campaigns and Track Your Results

Once you have your plan in place, it’s time to put it into action! Launch your campaigns and track your results closely. Use analytics tools to measure your progress and make adjustments as needed.

Step 5: Rinse and Repeat

Marketing is an ongoing process. What works today may not work tomorrow, so be prepared to adapt and iterate your marketing plan based on your results.

Hopefully this blog helps with your marketing planning but if you’re looking for some extra input, we’d be happy to meet up or jump on a call to share some other ideas tailored to your business. You can give us a call on 01737 428169 or email hello@wearerethink.uk