We are all guilty of it; starting the New Year off with pie in the sky ideals of moving mountains and changing the world. The problem with this type of thinking is that it generally sets us up for failure, particularly when the glorious memory of the holidays becomes a distant memory and we find ourselves back in the daily grind.
It’s for this reason, that we implore you to maximise your New Year enthusiasm to create a marketing strategy that provides real ideas for growth, and most importantly real results.
Over the years I have developed countless strategies for either businesses that I have been employed with, or for clients who have engaged our services. Universally there seems to be a belief that Strategies including marketing strategies need to be long winded 60 page long documents that detail every piece of the marketing puzzle. In some instances this is appropriate and required, however if the purpose of the exercise in your particular circumstance is to build the framework for the strategies then there is a much simpler solution available.
Introducing: The One Page Strategy
At this point you may be thinking that a one page strategy is impossible and maybe I’ve had too much time off work. The reality is that a one page strategy is not only possible, in many instances it’s all you need.
The purpose of a marketing strategy is provide direction to the rest of the team or organisation, so all parties are unified in their efforts and understand what needs to be achieved. A one page marketing strategy allows you to do that simply and succinctly; most importantly it forces you to be specific about the strategy as there isn’t the room to waste.
There are 5 stages to a one page marketing strategy:
- The three year plan – every business should have one. If you don’t, then do that first. It’s important to list what the long term strategy is, so you can ensure that the strategy you are developing for today, is going to help you realise the long term goal
- Purpose – the purpose is critical as it drives the sentiment behind what you do and reminds the team (and yourself) why you come to work each day
- Objectives – What are you trying to achieve? What is the end game? What is the purpose of the marketing strategy?
- Key Initiatives – So what are you actually going to do? What are the key focus areas for the marketing department in that year?
- Milestones – How will you know that you have achieved your goals? What are the specific milestones that you need to achieve to know that you have accomplished what you set out to
As the year goes on you can expand upon this and add in the detail required at a campaign level, however the foundation, which is the most important and all you need to motivate and inspire the team (not to mention get budget approval from management), has been detailed in your one page marketing strategy.
To make it even easier, I have included link to a one page marketing strategy template which I invite you to download and use.