Marketing ideas and plans are like mouth-watering recipes you've saved on Allrecipes.
They look amazing, but they won't do you any good until you actually cook them up.
You can brainstorm the most ingenious strategies to skyrocket your company's demand, generate leads, and rake in revenue.
But, without execution, those ideas are as useless as a waterproof teabag.
That’s why marketing implementation is essential for all marketers though.
It serves as a framework or process for the execution and management of the strategies and tactics outlined in a marketing plan.
It’s a critical component to ensuring smooth and efficient marketing processes.
For example, if you're managing a team, or overseeing an agency or freelancers, the absence of a marketing implementation plan can make even the most carefully crafted marketing strategies crumble like a house of cards.
Issues such as unclear roles and responsibilities, inadequate communication among team members, poor time management, and lack of progress tracking can prevent your marketing plans from taking off and running smoothly.
Ultimately, this can cause you, your marketing team, and your company to miss out on opportunities, waste time and money, and fall short of your goals.
So, let's agree not to let this happen.
Instead, let’s dig into how knowing the ins and outs of marketing implementation can help. Below, I’ve broken it all down so you can turn your marketing plans into action.
Let’s take that recipe, and make an amazing meal out of it.
To that end, here’s what I’ll cover in this post:
Let’s get started.
Technically speaking, marketing implementation refers to the process of executing and managing the strategies and tactics outlined in a marketing plan. It involves assigning tasks and coordinating efforts to ensure a smooth and efficient process.
So, let’s dig into why knowing the ins and outs of marketing implementation are essential in marketing.
Whether you're the only marketing person on staff or you manage a team, agency, or freelancers, here are the resources you'll need for successful marketing plan implementation:
For project management software, you have numerous, excellent options at your disposal. I've dabbled with several, and my go-to tools offer the flexibility to schedule individual projects and tasks within a marketing plan (more on this in step 4 below). Don't fret too much about which tool to use; just pick one and dive into the work at hand.
As for technical skills, you'll either need to do the work yourself, delegate it to your team, or outsource it to an agency or freelancer. There's no one-size-fits-all approach to managing your work; it all hinges on your unique situation, which brings me to my next point.
Budgeting is crucial when implementing a marketing plan.
Are you working with a shoestring budget?
You'll have to be resourceful and scrappy in getting the job done.
Have a moderate budget?
Plan accordingly when it comes to managing your funds or outsourcing tasks.
What if you have a lavish slush fund with no strings attached (we can dream, right)?
Well, lucky you, indeed.
Finally, consider incorporating communication and collaboration tools to streamline your marketing implementation process. Platforms like Slack, Microsoft Teams, or Google Workspace can help your team stay connected and organized, especially if you’re a fully virtual team, making project management and execution more efficient. After all, clear communication is the backbone of successful teamwork.
Alright, now that we have a solid foundation laid, let’s dig into the nitty-gritty of turning your marketing plans into reality.
Ready to turn your ideas into reality?
Here are the nine steps you’ll need to take:
Let’s dig into these step-by-step.
In this post, I won't delve into the process of creating a marketing plan.
Although this subject deserves an entire post—or even a book—of its own, I'll touch on the fundamentals here to help you get started.
You can't implement marketing strategies without a solid plan in place. If you haven't created a marketing plan yet, stop reading this, set aside some time, and develop one first.
Now, whether you already have a plan or are just beginning, there are three crucial components to include in your marketing plan:
The scope of your marketing plan refers to the specific deliverables you and your team must produce.
Are you running Facebook ads? Identify the steps needed to launch a new campaign.
Hosting a webinar? Determine who and what are involved in making it happen.
There are countless examples, but the key is to clearly outline your deliverables.
Deadlines are vital for ensuring that your marketing plan or campaign launches on time. Start by setting a launch date and work backward to schedule the rest of the tasks (more on this later).
Finally, designate a project lead (perhaps that's you?) who will be responsible for overseeing the marketing plan's implementation and ensuring its timely execution.
Who's responsible for completing the individual deliverables within your marketing plan?
This is where the RACI model comes into play. It’s an acronym that stands for: Response, Accountable, Consulted, and Informed.
Here’s what I mean:
The RACI model is a proven project management tool you can use to manage your projects, provide clarity, and delegate your work effectively. It helps ensure that all team members understand their roles and responsibilities, which leads to smoother communication and improved collaboration.
As you review the deliverables in your marketing plan, use the RACI model to start determining who needs to do what. For example, if you're launching a content marketing campaign it could look like this:
When it's time to add deliverables to your project management system, be sure to include these categories at the task level. For example, if you’re using Asana, create a custom tag that denotes each RACI designation on your team. This will help ensure that everyone on the team knows their role and can focus on their specific tasks.
Typically, I follow these steps:
By implementing the RACI model in your marketing plan, you can streamline the decision-making process, reduce confusion, and enhance overall team productivity. This step will become clearer and more beneficial as you continue to work through your plan.
With your marketing plan deadline set and the scope defined, it's time to schedule the work.
As mentioned earlier, start with the deadline and work backward to ensure you and your team have enough time to complete the tasks.
For this step, I recommend using a Google Sheet to list every deliverable before adding them to your project management system. It takes time to get the timing right, and from personal experience, I've found it a hassle to add tasks to a project management system only to rearrange them later.
Plus, it’s easier to share a Google Sheet with other stakeholders in your organization who might not have access to your project management system. Think: C-suite, outside contractors, and agencies.
As for the Google Sheet, here's the information I prefer to include:
Most of this is self-explanatory, but I include the Day to track how work is distributed, ensuring no day is overloaded. Additionally, when it comes to your launch, this approach helps maintain a solid cadence for your multi-channel marketing plan.
With that said, let me share five tips for creating your timeline:
First, break down large tasks into smaller, manageable steps to ensure nothing is overlooked and progress is more easily monitored.
Second, focus on completing art, design, and copy, as most elements in your marketing plan will revolve around design and messaging. Ensure everyone is on the same page regarding the materials they're using. Create a central deck for all teams to refer to.
Avoid rushing the creative process. Allow enough time at the beginning of a new marketing campaign for art and copy to work their magic.
Regarding art, design, and copy, gather feedback from stakeholders as early as possible. This helps avoid last-minute changes that could waste time and force your team to scramble in order to meet the deadline.
Lastly, allocate sufficient time at the end of your timeline for QA. Test digital assets such as websites and links, review messaging in ads, videos, and social media, and prepare your team for a well-coordinated launch on a specific date. Be sure to also factor in any contingencies, such as unexpected delays or setbacks to the best of your ability to ensure a smooth launch.
By incorporating these additional tips into your timeline, you can further optimize your marketing plan and increase the likelihood of a successful campaign.
Now that you have your timeline in place, you're in a position to schedule the work to be done. Regardless of the project management system you use, be sure to include the following details in every task:
As you schedule each individual task, take the time to include all the necessary information for the person responsible or accountable to complete the task. For recurring tasks, this may not be necessary.
However, for tasks with specific requirements or crucial information, or if you have someone new on your team, be sure to include as much detail as possible. This way, you can ensure they're able to start as soon as possible.
If there's a chance that something could be lost in translation, take the time to chat with the relevant team member to make sure you're able to clarify the requirements. This proactive approach can prevent misunderstandings and save valuable time later on.
In addition, consider adding progress tracking or status updates to your task scheduling process. This will help keep team members accountable and provide you with a clear overview of the project's progress at any given time. Also, assign a priority level to each task to help your team understand which tasks need to be addressed first and which can be done later.
Another helpful tip is to schedule regular check-ins or status update meetings with your team. This can be especially useful for large-scale projects or when collaborating with remote team members. Regular communication will keep everyone aligned with the project's goals and help address any issues that may arise.
By incorporating these extra elements, you can create a more efficient and effective workflow, ultimately contributing to a successful marketing campaign.
It’s time to kick things off with a bang.
For new projects, hosting a kickoff meeting is the secret sauce to ensuring you and your team are on the same page, ready to tackle the marketing plan’s goals, and know who’s responsible for what. This is the perfect way to make sure you’re not solely relying on a project management tool or Slack to get the job done.
Again, this is doubly crucial for teams that are fully virtual.
For this meeting, you'll need to be prepared ahead of time, and it's also a great opportunity to rally your troops and get your team excited about the new project you're launching.
When hosting a project kickoff meeting, consider this your winning checklist:
During this meeting, be open to potentially adapting anything. Whether your marketing plan was created in a solo brainstorm or with input from your team, you may receive feedback and suggestions that could turn a good plan into a truly great one.
Your team is there to ensure your marketing plan is the best it can be, so embrace their wisdom and be prepared to make those all-important tweaks.
In addition to the points above, consider setting the tone for the meeting by beginning with a brief icebreaker activity, team-building exercise, or just some music in the background. This can help foster a sense of camaraderie and collaboration among team members, which can be particularly beneficial for teams that are new or remote.
Finally, once the kickoff meeting is wrapped up like a present, send out a summary email outlining the key takeaways, any decisions made, and the next steps for the team. This will not only reinforce the information shared during the meeting but also help everyone stay on track as the project shifts into high gear.
After your kick-off meeting, set aside time in your calendar for regular communication. This could be a weekly, bi-weekly, or monthly check in meeting depending on your timeline for project completion.
As your marketing plan is implemented, brace yourself for change management. Stay flexible and adaptable while executing your plan. Changes often occur, requiring you to revise plans on the fly. That’s why keeping constant communication with your team and other departments is crucial.
Consider these ideas:
Unnecessary meetings can be as productive as a nap in the afternoon sun. That is to say, they’re fun but they don’t help advance you towards your deadlines.
But for larger projects with numerous moving parts and tight deadlines, establishing a consistent meeting cadence with team members will ensure everyone's on the same page. This way, team members collaborating or depending on one another's work can address issues together.
If you're the one accountable for the project, don't forget to schedule time in your calendar to review progress. Neglecting this step can lead to problems later on like allowing too many tasks or projects to be left incomplete and slow down your entire team.
By blocking off time in your calendar, you'll be in a position to review tasks, ask questions, and provide ongoing support for your team as they hustle.
While implementing your marketing plan, maintain regular internal communication with relevant parties. This may include your executive team or other departments like sales, customer success, and support. Keeping them informed about upcoming initiatives allows them to prepare with the necessary materials to do their job effectively.
It's finally here: launch day.
Relatively speaking, this is the easy part!
For some marketing plans, this may not be a significant event. However, for others, like webinars or special events, it's a huge deal. Regardless of what you're launching, you should be well-prepared for a successful launch. But remember, this is not the day to rest on your laurels.
On launch day, be sure to review everything once more to ensure it's working properly. Have your team examine the copy, click on ads, and double-check your landing pages. It's also essential to monitor social media channels and engage with your audience to create buzz and excitement around your launch.
If you work in an environment where your efforts influence others, such as generating leads for sales, maintain communication with them as well. Make sure that whatever you've launched is functioning smoothly and that all systems are operational.
Additionally, gather feedback from relevant stakeholders to make any necessary adjustments and improve the overall effectiveness of your marketing plan.
Don't forget to celebrate your work, especially the efforts of your team members.
Depending on your work environment, it's essential to celebrate what your team has accomplished and any early wins. Recognition can go a long way in boosting morale and maintaining motivation.
In my experience, I've publicly celebrated launches on platforms like Slack, calling out individual team members and their contributions. In other instances, I've done this during bi-weekly company meetings to ensure everyone is acknowledged for the work they've completed.
Additionally, consider organizing a small event or gathering to commemorate the launch.
This could be anything from a team lunch or after-work drinks to a virtual celebration for remote teams. By bringing everyone together, you're not only acknowledging their hard work but also fostering camaraderie and strengthening the team's bond.
Remember, success is built on teamwork, so take the time to show your appreciation and inspire your team to continue striving for excellence in their future endeavors.
This wouldn't be a marketing blog post without discussing the importance of data. Take the time to reflect on your work, ensuring it's on track toward achieving its goals.
If you're not already tracking relevant metrics, be sure to include them in your dashboard or spreadsheet to monitor your efforts effectively.
Regularly review and analyze the data you've collected to gain valuable insights into your marketing strategy's performance. This information will help you identify what's working well and what may need improvement.
Don't hesitate to adjust your efforts accordingly along the way either.
By staying agile and responsive to the data you gather, you'll be better equipped to optimize your marketing plan for maximum impact. Continuously refining your strategies based on data-driven insights will ultimately lead to more successful outcomes and higher returns on your marketing investments.
Let’s review the 9-steps to a successful marketing implementation:
This process provides the steps you need to take to successfully launch whatever you’re working on.
There are different tactics you can use and additional details you can explore, but whatever you do, use this blueprint to get started and, if need be, go deeper on different steps to optimize your results.
Jesse Wisnewski is a marketing executive, and his work has been featured in Forbes, CNBC Make It, The Muse, Observer, and more. He holds a master's degree from Gordon-Conwell Theological Seminary and a marketing degree from Marshall University. He lives in Charleston, WV with his family.
