Designing Your Marketing Roadmap - Part 1 of 3
As we head toward the end of another year, our attention will soon turn to the opportunities that lie ahead with the new year. Business performance will be reviewed and several questions will be asked:
• “How can we generate more revenue?”
• “Where can we find more customers?”
• “How can we gain greater market visibility?”
These are good questions to ask and represent the mindset of a business that wants to do more and improve their market standing. But, how can these questions be translated into actionable items? It boils down to developing attainable goals, realistic objectives and a strategic marketing plan for achieving them. For your business, this means facing your marketing challenges head on in order to know what to do, when, where, how and why. And, you need to know where you are going and how you plan to get there.
How do you get there?
By developing a “marketing roadmap”, your business will have a guide to follow that outlines how your company will connect to the market to create revenue-generating opportunities. Your marketing roadmap will provide details about the proper “marketing routes” that will work best for your business. There may be countless options to consider, but you will want to drill down to only those that make sense for your business and align well with your market.
Include the essentials
While your basic marketing roadmap is purposed to effectively direct you from point “A” to point “B”, you will need to include:
• Budget allocations for implementing the planned tactics
• A timeline for execution
• Resources that will execute the components
• Milestones for measuring progress
• Reporting for documenting success
All of these are requirements that will keep you on track as you grow closer to reaching your revenue goals and ultimate business destination.
In part 2, we will address Marketing Roadmap Construction. Feel free to share this on your favorite social media sites and email it to a colleague or friend.