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Coming up with a marketing strategy as well as a marketing plan, gives you direction on where you’re going and how you get there.

You’re posting on social media, blogging and content marketing, and running a ton of other campaigns, but you may not be seeing the results. Why not?

The problem isn’t what you’re doing, it’s how you’re doing it.

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In order to do meaningful work, you need to know where you are going and how you will get there.

Strategy vs Planning

People interchange these two terms all the time, and even have different understandings of what each mean.  The issue is most people want to jump into the “how” of the plan, without first defining the “why” and the “what.”

What’s the Difference?

A Marketing Strategy explains your business offerings, how you deliver them, and why your marketing efforts will help you achieve your business’ mission and goals.

A marketing plan is the execution. It’s the roadmap of marketing efforts.

Strategy 101

  • The “why” behind your company.
  • The “what” that defines what you deliver, how you deliver it, and the messaging and brand positioning that you will use to define your products or services.

A Typical Strategy Includes

  • Alignment – Mission, Vision, Values
  • Goals
  • Analysis of the “Marketing P’s” – Product, Place, Promotions, Price, People and Process
  • Competitor Analysis
  • Action Plan
  • Accountability
  • Key Performance Indicators – Target Market, Positioning, Messaging, What does the future hold?

Planning 101

  • The “how” you will achieve your objectives.
  • The “execution” map.

A Typical Plan Includes

  • Email Marketing
  • Internet Marketing
  • Mobile Marketing
  • Video Marketing
  • Social Media Marketing


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