Write the plan down and communicate with all!
The thinking is now over and the contemplation is complete. Now is the time to formulate all that thinking into a deliverable written action plan. A few important elements do remain in delivery of that plan.
First to the seduction analogy! What has happened thus far?
- You prepared yourself to attend the art exhibition? You studied up on the topic? You were ready!
- You did meet someone who caught your attention!
- You did spend the evening listening and you have a much better understanding of that person!
- Now comes the time to bring all the components into one, to include and adjust for all facts, observations and perceptions, to seek out contradictions and answer the “what ifs” that might arise once you move ahead.
- You might also want to spend a little time judging the specific likes and dislikes, complaints and complements. And of course, evaluate the competition.
Your road to an effective Social Marketing Plan is very similar!
- At this stage you have a very good idea of what you want to achieve! That might be direct sales via an ecommerce site or organic networking or simply brand building!
- You have investigated the people and resources who can assist you in achieving this, both internally and externally!
- You have completed research that helps build the picture of what the target market wants to hear. That with personal and professional research.
- You know your product and the content that you want to communicate!
Before you write that plan down, it is worth adding two additional elements to that mix of knowledge!
Who are your competitors? Look broadly at your competitors initially. For example, if you offer sailing cruises to a vacationing tourist who are your "real" competitors? Other sailing cruise offers, yes? Power boat cruises? Yacht races? Extreme holiday vacations such as trekking or mountain hiking? Holidays to exotic and remote island locations? Antarctic survival expeditions? The list is endless for a person with money to spend and exploration in his mind. So, might that be with your target. What are the competitors doing? What are they doing well? What do they do poorly that you might be able to exploit? What are readers saying about the competitors? Look at the competitors with an open mind and broad, disruptive thinking.
Look carefully for the complaints. Both complaints directed at your business and complaints directed at your competitors? What might you easily fix and then exploit? What can a competitor not fix, that you can, and then exploit?
Another thought! When thinking one must avoid over analysis but remain focused on planning for the future. It is a fine line. But keep an eye on where you want to get to, not where you have been in the past.
And now a final thought. “A dream written down with a date becomes a goal. A goal broken into steps becomes a plan. A plan backed by action makes your dreams come true. – Greg S Reid.”
So, there is one thing left to do. Write down your objectives. Write down your goals. Write down the influencing factors. Write down the plan. Define resources & responsibilities. Define times. Define investments.
And the process of writing will raise many different questions that might need further research and investigation. As quoted, that changes the vision or dream into a goal and into an executable plan. And the written version serves as the object against which measures, and evaluations will be made. And writing is cathartic. It will allow your business to move from thinking about what needs to be done and transition to execution with full confidence.
Then, communicate that written plan with all. With the front desk receptionist. With the driver. With the sales team. With the marketing team. With the Chairman. With everybody. Align all to that plan. Now is the time to make the actions and the plan happen.
About Garth Sutherland
Garth Sutherland has an extensive multicultural understanding.
He has worked with local brands (creating independent strategic positions) and international brands (integrating the international brand vision with the local demand to optimize the “on the ground” brand presence). His strengths include bringing a strong strategic focus into all aspects of marketing delivery, working with multi-agency perspectives, independent thinking & implementing with a consistent and practical teamwork focused delivery.
If you are looking to maximize the strategic value of your brand opportunity, Garth is the ideal resource to task.