team sitting around the table and planning marketing strategy with ideas and vision

Create Marketing Plans That Incorporate Your Vision

December 15, 2022

Key Takeaways:

  • Aspiration means hope, and when it comes to marketing, hope won’t do the job
  • You must develop a marketing vision that is informed by market realities and shaped by your purpose and in alignment with your business objectives
  • Your vision is a good first step; it’s time to build a plan that’s informed by discovery, take results-oriented action, and build an engine of growth
  • Don’t be afraid to embrace experimentation – you will learn from both what does work and what doesn’t 


What’s your end game? Is your marketing rooted in reality, or does aspiration cloud your vision?

Aspiration is great. It gets you up in the morning and inspires you to build your business. But when it comes to marketing, aspiration comes up short. It’s not enough to hope, and your aspirations can conflict with reality, especially when it comes to your marketing. Effective marketing requires marketing plan components that provide clarity, create focus, and drive results. Where growth comes from, along with your business objectives, will define what needs to be done.

Your vision must be crystal clear – if you don’t know where you want to be, it’s likely you won’t get there. Understand and define your business purpose so you can determine the core problem of your customer and how you can solve it, which offers the means to clearly hone your message in all your campaigns. However, it’s not enough to just know your purpose. You have to establish a marketing vision: this illustrates your end game – what you want to achieve.

It’s essential to recognize that your marketing vision is not the same as your business vision statement. It’s not about what you do and why you’ll be around tomorrow. Your vision is the theme that expresses the nature of your business based on the reality of the environment and how you believe it will unfold. Your marketing vision is informed, shared, permissive, competitive, and true to your purpose. Even if your marketing works, an annual reality check is in order. Here are the essential pillars of your marketing and the elements of a marketing plan that incorporates that vision.

Establish the pillars of your marketing vision

Success, in the long run, requires a marketing vision that gives energy to campaigns, motivates employees, and sets the direction of your marketing strategy and its execution. Your vision tells the story of how your business plans to change and improve as it moves into the future.

The components of an effective marketing vision include:

  • Direction that complements your business vision and purpose
  • Benefits that add value to your business
  • Realistic marketing plan components
  • Motivation for those involved
  • Clear communication with all involved
  • Measurement so adjustments can be made based on market reality and campaign performance

Embrace all these components to realize a well-conceived, purposeful vision that conveys and unlocks the intrinsic value of your overall purpose, values, and story. Thus the foundation is established and rooted in your business strategies and turns your aspirations into a catalyst for marketing plan elements that meet your business objectives and tap into growth. 

The 3 keys to effective marketing

It’s connections that drive growth. You build loyalty through an emotional attachment to your brand. Emotional connections increase conversions, build trust, and make your customers feel valued. Growth becomes organic when your marketing vision is infused with your purpose, values, and story. 

Effective marketing is a process that must include:

  • Discovery that leads to strategic alignment and clarifies your brand position to turn data into actionable insights. 
  • Momentum that is created by using results-oriented actions informed by the discovery process
  • A program that builds on repeatable successes through experimentation to build an end-to-end growth engine. 

Here we are deliberately ambiguous – there is no one-size-fits-all marketing. Whatever tactics you embrace must come from a customizable framework that allows for experimentation and still conforms to the three basic success principles of your purpose, your values, and your story. 

Marketing plan components

Most companies develop an annual plan that takes the marketing vision and uses it to create a strategy that outlines all the plan elements. When it comes to a marketing plan, what must it include? The first step, of course, was to outline your marketing vision and address its pillars. Next:

  • Reality check: What is the true current state of your company’s market positioning? What’s your true differentiator? What value do you provide? 
  • Market research can inform your market position and your marketing. Again, this is about the reality of the market, which includes trends, customer needs and wants, and sales volumes. The direction aspect of your marketing vision must be part of the research methodology. 
  • Who is your target? You can’t effectively communicate unless you know who that communication is with. 
  • Check your competitors. You can learn a lot when you examine competitor marketing strategies, which includes how to beat them at their own game to capture more market share. 
  • What will be your marketing activities? Again, based on your marketing vision, what activities – social media posts and ads, YouTube videos, traditional advertising channels – will you focus on, what are your timelines, and what are your goals?
  • What key purpose indicators (KPIs) will you track? Quantitative KPIs will measure your progress toward your goal, such as conversions, acquisition cost, customer value, and marketing tactic ROIs, among other things. But just as important are qualitative KPIs, which include customer comments and surveys and incorporate quantitative data such as cart abandonment rates and page views. You’ll learn how your customers feel about your products and where they rank among the competition. 

Your vision is the catalyst for a marketing plan that inspires development. It takes aspiration and turns it into action. It allows you to move the needle from where you are now to where you want it to be in the minds of your customers. It attracts customers aligned with your purpose and informs how you communicate with them in a way that generates explosive growth.

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