Marketing Planning for the Coming Year. Part 3: The Execution

“No battle plan survives first contact with the enemy.”
Now you are in the thick of it.  You have scrummed, schemed, planned, and socialized, and now is the time to put that plan into action.  There is no turning back now.
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Executing a great marketing plan for the coming year requires thoughtful planning, ongoing monitoring and adaptation, and a touch of humility.  Here is the play-by-play:

1. Review and Finalize Your Marketing Plan:
Ensure that your marketing plan is well-documented, with clear objectives, strategies, tactics, and a timeline for the year. Make sure all team members are aligned with the plan.

2. Allocate Resources:
The plan should have outlined the budget, personnel, and technology resources needed to execute properly. Ensure that all necessary resources are secured.

3. Assign Responsibilities:
Define roles and responsibilities for your marketing team. Clearly communicate who is responsible for each aspect of the plan.

4. Establish Performance Indicators (KPIs):
Your KPIs for each goal should have already been established but take it down to the next level so that the individual contributors working on the tactics know what they need to get done and what success looks like.  Tactical KPIs should roll up into the larger goals. This information will help you gauge the success of your efforts and make data-driven decisions.

5. Create a Content Calendar:
​Develop a content calendar that outlines when and where specific content pieces will be published. This includes blog posts, social media updates, email campaigns, and more.

6. Launch Campaigns:
Begin executing your planned marketing campaigns and initiatives. Ensure that each campaign is launched on schedule and according to your strategy.

7. Content Creation and Distribution:
Create and distribute high-quality content that aligns with your marketing goals and resonates with your target audience. This may include blog posts, videos, infographics, and more.

Depending on your market and your target audiences the execution of your plan may include:
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8. Social Media: Maintain an active presence on relevant platforms.
9. Email Marketing: Execute email campaigns and monitor performance.
10. SEO: Optimize your website for search engines.
11. Paid Advertising: Monitor and adjust paid ad campaigns for ROI.
12. Legal Compliance: Ensure marketing efforts comply with regulations.

The execution phase requires an “implement and adjust” mindset, where you will move forward as outlined in your plan but with wary eye towards what may require adjustment. Make sure you are regularly reviewing how your target audience and the market is responding to your efforts and adjust accordingly.