Marketing Strategy: Why is planning so important?
The success of a Marketing strategy depends, mainly, on its planning. In fact, the first step is to define your company’s objectives and goals. But then, it is necessary to put into practice Digital Marketing actions to achieve them. This is where planning comes in: it avoids advances and retreats, mistakes and unnecessary expenses. Interested in knowing more? We explain how good planning makes your Marketing strategy more efficient.
Marketing Strategy vs. Planning
First of all, it is important to differentiate strategy and planning, which are often confused. Planning only comes after the company’s Marketing strategy is defined. So, if you don’t have a strategy, it’s no use wasting time planning.
Marketing strategy determines the positioning of your company and the objectives and goals to be achieved. Planning defines how these goals will be achieved, that is, which Digital Marketing actions to put into practice, and when.
Planning prepares the ground and paves the way for Marketing strategy. Both must coexist and be in tune. See this example of a company that sells cosmetics:
- Goal: Increase the number of sales of a new varnish range;
- Marketing Strategy: Focus on new market segments;
- Plan: Develop several campaigns targeted at teenagers;
- Marketing Action: Advertise on Facebook and Instagram Stories.
Know your digital strategy in depth before planning
When planning your Marketing strategy, you will necessarily have to know it in depth. This is advantageous because it allows:
A global view of the digital strategy and actions taken
Planning allows you to have an idea of what is working better and worse in your company’s Digital Marketing. Thus, it is easier to more efficiently take advantage of the opportunities that arise. Furthermore, constraints can be more easily recognized or even identified in advance.
Avoid advances and retreats
Marketing strategy planning is like a reference point, which can be consulted when implementing new actions. This avoids doubts about the way forward and changes in direction that often weaken the strategy.
Constantly remind the focus of the Marketing strategy
Good planning ensures that all team members are focused on the same goal. This is particularly advantageous in companies with a large Marketing team or when new elements arrive. Clarity, harmony and focus are the result of well-defined planning.
Planning avoids unnecessary expenses with time and money
One of the keys to efficiency is anticipation. If you plan your actions, it will be easier for you to:
Ensure that it does not exceed the establishing budget
When planning, you will, of course, have to set an annual budget for your digital strategy. Thus, it will be easier to avoid unnecessary expenses, outside the established budget, avoiding losses for the company.
Define the duration of Marketing actions
Having a plan for your strategy, it is also easier to estimate the duration of each action. Develop a detailed calendar (monthly or quarterly) that will make it easier to achieve your annual goals.
Planning a Marketing strategy doesn’t have to be complex and inflexible
Often, companies do not plan for lack of time. Furthermore, there is the idea that, by setting a plan, you will miss out on parallel opportunities. It’s not true, because:
Planning should be always flexible
The fact that it has a defined plan does not mean that, at any time, if necessary, it cannot be changed. It is better to plan that needs some adjustments than not to plan at all. If you make changes, it is because you are aware of the results of actions and work to improve them, which is the objective.
But beware, planning must not be constantly changing. It should be solid enough to make known the stocks to invest in because of their success.
Good planning doesn’t have to be complex
Sometimes, the simplest plans are the ones that, in practice, work best. So don’t be scared if you haven’t planned your Marketing strategy yet. Get to work and uncomplicate.
Make your strategy more efficient with a realistic planning
The key to efficiency is having a realistic focus and taking the best path to achieve it. Planning helps to have:
Realistic goals
If planning is not working, the problem may lie in the goals and targets set. If they are unrealistic, it is important to review the company’s positioning and propose attainable goals.
Choose short- and medium-term goals, which bring more motivation to the team, and ensure gradual growth. Naturally, the Marketing actions will have to be revised and adapted to the new objectives.
Lower risk of error
The more preparation there is for Marketing actions, the lower the risk of error. By anticipating them and preparing them for success, you will have greater efficiency and effectiveness. And with more efficiency, we get more sales and more recognition.
Planning is still not a priority in many companies and marketing teams. We see unplanned strategies, which weaken because not everyone works with the same focus and rigor.
Planning keeps professionals focused on the objectives and goals proposed by each company’s Marketing strategy. The greater the focus, the greater the success!
