We don’t make 12-month marketing plans. Ok, that’s not exactly true. We do create 12-month marketing plans as a guide to help our clients understand how we’re incorporating everything for the year. But in terms of how we work on a more intricate basis, we plan in 90-day increments. And you should, too.
Building a detailed plan
It’s hard to get detailed in a 12-month plan because there are so many things that can change over the course of a year. In addition, most companies do their upcoming year planning in October or November. Which means you’re really looking up to 15 months out.
90-day plans force you to look more realistically at the state of the business. You are able to assess what can get done, when it can actually fit into your workload, and what’s going to make the biggest impact, in a way that 12-month plans just can’t.
Tracking ROI is so much easier
Unlike many of our competitors, we’re an ROI-driven agency. We make adjustments over the course of the year depending on how our programs are performing for our clients. We actually recommend making adjustments to some programs daily, weekly, or monthly. Our 90-day marketing plans allow us to take a deeper dive every quarter to figure out what’s going well- in terms of how it’s producing results- and what’s not.
With this insight, we pour more marketing dollars into the tactics that are making the biggest impact. In turn, maximizing the client’s budget. At the end of the day, that’s how you’ll get the most business out of your marketing spend. Which has a direct impact on your bottom line.
Driving accountability that actually makes sense
How many times have you looked at a 12-month plan and assigned out tasks, only to have at least half of those tasks still sitting on the shelf at the end of the year? That’s because 12-month plans aren’t realistic from a time-planning perspective…and oftentimes lack accountability.
Because a 90-day marketing plan allows you to get more specific and detailed, you can actually assess whether Sally in marketing has time to create social media posts this quarter, or if we should assign that to someone else. It also allows you to pick and choose what you’re moving around based on results and bandwidth, instead of relying on someone on your team, who signed up for a marketing activity last October, but kept moving it to the bottom of their list when they got busy.
See what I mean? More detail leads organically to better tracking, which leads to more results and more control over where your marketing dollars are spent. A beautiful thing, isn’t it?