Several years ago, I was sitting in a finalist presentation for a plan sponsor and the key decision-maker made a comment that resonated with me, “If you document it and measure it, it will get done – if you don’t, it won’t.” How about that for a lead into a marketing plan series?
We’ve already talked about discovering your story. Now, let’s get you thinking about writing a marketing plan. Today we’ll focus on goals and measurement: what you want to achieve with your marketing plan, and how you’ll measure that success. Goals and measurement drive your target audience and marketing tactics, but we’ll focus more on that next week.
Sales and servicing keep you busy – I get that. You don’t have time to chase leads, nothing’s worse than wasting precious time on fruitless prospecting efforts. You have to be thoughtful about how you spend your time. A good marketing plan helps you prospect effectively. It keeps you front of mind with your clients and helps create a perception, or brand, with your prospects.