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Reality Blog: A “Right Things” Marketing Plan

Reality Blog: A “Right Things” Marketing Plan

July 9, 2014 | By John Mullen | 3 Comments

pensive young manSo, I mentioned last week that what I really needed was to update my marketing plan.

Boy, was that an understatement!

What I really needed was a complete rewrite. And it took some doing.

First, I had to resort to a file search — but I eventually found my previous plan. Not only was it unfinished, but it didn’t even target the right niche anymore! Not good.

Now, don’t get me wrong, I haven’t been completely “winging it.” I do have plans — lots of them — as well as daily, weekly, and monthly to-do lists.

But there’s a fundamental advantage in having an actual marketing plan. Kind of like the difference between setting goals in your head and writing them down. A marketing plan gives you a sense of “cohesion of purpose” that all those individual goals do not.

If I were consulting with a company, one of the first things I’d want to see is their marketing plan. That would tell me what they’re currently doing, as well as where they’re trying to go.

So, why is my own in such a shambles?

Good question. Clearly, it’s time for a change.

If I’m going to reach the goals I set in this Reality Blog, I’ll need a good marketing plan to get there. So this week, I created a new one.

First, I considered the income streams and revenues I wanted to generate. Then, I wrote down how I wanted to market each activity. Finally, I broke it down into a few daily and weekly rhythms for myself to follow.

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John Mullen

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  • Great plan, John. Anytime a marketing plan can be broken down and segmented into practical, doable steps that are customized for each person, the more likely the plan will be continually implemented.

    I can completely relate to the “bad habit” of accomplishing a writing or business task before I set out to finish a marketing task. My philosophy on that is marketing tends to be open-ended, and writing tends to have a clear beginning and end, thus making it a bit more manageable and desirable to complete than say, marketing.

    If you’re looking to break your LinkedIn plan into an actual “how to” strategy, I HIGHLY recommend Melonie Dodaro’s book, “The LinkedIn Code.” It’s designed with professionals in mind, and it is loaded with content and strategy on how to systematically work a lead gen. campaign on LinkedIn.

    Thanks again. – Wes Wilson

  • Thanks, Wes! I agree on the open-ended observation. With marketing, it doesn’t feel like it’s “done” until you get a result, so checking a task off your to do list doesn’t give the same feeling of accomplishment.

    Good call on Melonie Dodaro’s book… I used her checklist to build my profile and I’ve always found her advice to be practical and easy to follow.


  • Great article John.

    I haven’t tied my marketing plan to any specific goal, but rather, have a series of marketing tasks that do each week, without fail (most of the time. *smile*) Seriously, I rarely miss my marketing tasks each week, and doing them each week, often on the same day, helps keep me in the routine.

    That said, I like the idea of laying out some specific goals I’d like to reach, and then lining up marketing tasks that go with it. Will definitely help me reach those goals much more easily.

    Good luck with your plan!

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