A table filled with marketing plan materials, computer, calculator, notes, with people sitting around the table working on marketing plan implementation.

Implementing a Successful, Purposeful Marketing Plan – A Guide

December 22, 2022
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To develop a strategy that matches your purpose, values, and story is only part of the battle – and a smaller part, at that. A larger part of the battle is in marketing plan execution and implementation – only with the correct execution will you meet your performance goals. While purposeful marketing is important, success lies in an effective strategy and impeccable execution.

When you deliver a measurable impact, you connect your business insights with deep customer knowledge, optimize the buyer’s journey, and showcase your impact to attract customers and partners who can help you scale. While your marketing plan states what you want to achieve, your marketing implementation plan plots out the actions it will take to reach your goals. 
 

Key benefits of a marketing implementation plan

 
It takes organization to put your strategy to work via actions. Your marketing implementation plan must contain templates, checklists, a practical workflow, and a master calendar that includes project milestones and completion dates.

When you have clear deadlines on your calendar, everyone is informed of the pace and desired implementation date of a marketing tactic. Your plan must clearly outline task ownership and dependencies so everyone can chart their progress. Team members must also understand that their work impacts everyone else’s work, not to mention the final completion date.

A marketing implementation plan is necessary to deliver any product or service to market. It’s not the same as a marketing strategy – your marketing strategy will list the objectives and tactics you will use to reach incremental goals. Your implementation plan is how you get there.
 

A marketing implementation plan template

 
This is where you’ll take your strategy and the plan you developed from it to make them a reality. The first step is to set expectations. These can’t be pie in the sky – it’s time for nuts and bolts. This will take research into other marketing plans, budgets, timelines, and available resources. What are the risks that could impact whether you reach your goals, and how can you mitigate them? Next:

  • Review your marketing strategy. Make sure it jibes with your implementation plan and adjust it as needed.
  • What resources will you need? Identify every person, service, and product you’ll need so you can execute efficiently. This includes software and hardware as well as people such as project managers, graphic designers, copywriters, and coders. Will you need outside help from freelancers? 
  • Provide strategy details. You’ll need to give the details of the strategy to the project team, so everyone knows who is responsible for what, what each task is, the reason for the task, and how it will be completed. This creates a unified team with a collective sense of purpose. 
  • Create actionable tasks. These will go on your calendar. Project management software will be a big help here; most have automatic notifications that help things continue to run smoothly.
  • Use a project manager. Someone needs to keep track of deadlines and nudge those who may fall behind. Don’t depend entirely on software. A good project manager monitors progress and alerts management if issues crop up that lead to missed milestones or even the final deadline.

When you take the time to develop and follow a plan template, it’s easier to stay on track and not become overwhelmed.
 

An example of a marketing implementation plan

 
In this example of a marketing implementation plan, let’s look at a social media campaign to illustrate how your plan might work.

  1. Define your goals. What do you want to achieve? Maybe you want to boost brand recognition or promote a sale to increase overall site traffic and email sign-ups. 
  2. Define your execution. Which social channels will you use? What is your expected increase in site traffic? How will that help reach revenue goals, and for what period? Will you purchase ads or rely on organic traffic?
  3. What will you do to reach your goal? This process takes several steps: target audience research, create your posts or ads, and distribute them. This means you must find and secure the resources you need, which includes any automatic posting software. 
  4. Create a workflow. Details. How many days are allotted to come up with an image? What about timelines to write, edit, and design? Your project manager must assign tasks with deadlines and add them to the calendar.
  5. Monitor. Deadlines are useless if they are not met. Your project manager must monitor and enforce deadlines, which will also provide intelligence for future project schedules.
  6. Report. Hold a project retrospective. How well did the project go from an internal perspective? How were the results of the marketing effort in terms of revenue?

Your brand foundation informs your strategy, which informs your plan. Your marketing implementation plan then makes it a reality. The cornerstone of your brand foundation must be your purpose (why your company exists, its vision and mission), the shared values that attract customers aligned with your purpose, and your story – authentic communication that differentiates your business. When you create and implement marketing plans that rest on a firm foundation, you provide the keys to success.

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