Putting a marketing plan together may seem like a daunting task, competing with your daily must-do list and everything else vying for your attention. But without a plan, you are just wandering in the desert and hoping for outcomes you haven’t clearly defined. Planning is a necessity in order to grow and sustain your business.
This episode of Destination on the Left is a solocast all about developing a solid marketing plan: setting goals and the tactics it will take to achieve those goals. We’ll talk about situational analysis, SMART goals, and drilling down on exactly who your target market is. We’ll talk about the messaging you need for different stages in the customer journey. We’re going to give you everything you need to get a great plan for 2019 together and get it done!
What You Will Learn:
- How to set SMART goals for the coming year
- How to do a situational analysis
- Steps to develop one or more buyer personas
- Developing and following through on a tactical marketing plan
- Keeping your plan flexible, but tethered to doable goals and outcomes
Insights to Support Your Plan
Plans are fluid documents.- you don’t have to have all the answers today. They provide a roadmap to where you want to go, but it’s okay to tweak them and change them. Having a plan to start with will make it easier to make adjustments along the way.
You will start your plan by answering this question: What are the top three to five goals that you want to accomplish in 2019?
Back in Episode 96, we touched on some really important ideas that affect how you plan your marketing. I spoke with guest Susan Baier from Audience Audit. She talked about getting beyond the who and the where to really understanding the why. Why are clients looking for a travel option, and why is your destination the best option for them? Understanding the why provides you with the insight needed to tailor communications to speak to them. This is the kind of information you need to gather for an effective marketing plan.
None of this matters if plans remain on a page somewhere on your laptop or in a binder lost in a pile in your office. So in this episode, we also dig into the tactical elements that will bring your marketing plan to life.
Remember, this is a breathing and living document. It’s not written in stone and it can easily be changed and adapted as you move through the year. Just having the plan is a huge step in helping you to achieve your goals in 2019.
- US Travel Association
- Destination Analysts State of the American Traveler
- Family Travel Association
- Destination on the Left Episode 96
- Brand Now by Nick Westergaard