Episode Summary
In this episode of Tech Qualified, host Justin Brown talks with Joe Michalowski, Head of Client Services at New North, about the importance of documenting marketing strategies. They discuss the value of creating detailed plans for various marketing channels.
Justin and Joe explain that a written plan keeps everyone aligned, from internal teams to client stakeholders. It provides clarity on goals, target audiences, and metrics for tracking success. They also delve into the risks of neglecting documentation, such as inconsistent brand messaging, missed business goals, and difficulty in measuring marketing ROI.
Joe emphasizes the need for living documents that evolve with a company’s marketing efforts. He outlines key elements to include in a comprehensive plan: clear identification of the target customer, well-defined goals, specific metrics, and assigned responsibilities for execution.
Key Insights
Don’t Skip the Marketing Plan
While it may seem counterintuitive when you’re eager to launch a campaign, having a detailed plan is crucial for marketing success. Justin and Joe underscore that a well-structured plan keeps everyone on the same page, from internal marketing teams to agencies and client stakeholders. It acts as a north star, guiding decisions, ensuring consistent messaging, and preventing costly miscommunications along the way.
Goals Without a Plan Are Just Dreams
Without clear goals and a system for tracking progress, marketing efforts can easily lose focus. Justin shares a cautionary tale of a client overly focused on tactical execution. This led to a chaotic cycle of chasing immediate needs without a clear understanding of long-term objectives. This underscores the importance of clearly defining goals from the outset and establishing metrics to measure what matters.
Living Documents for Evolving Strategies
Marketing plans should not be static documents. Joe emphasizes the need to see them as adaptable frameworks that evolve alongside business objectives. As market conditions change, priorities shift, and new information emerges, marketing plans should be revisited and revised. This iterative approach ensures that marketing efforts remain agile, responsive, and aligned with overall business goals.
Episode Highlights
The Power of Documentation for Client Management
Justin and Joe emphasize how crucial written plans are for managing client relationships. It’s not just about keeping track of deliverables, but also about protecting both the agency and the client from misunderstandings, scope creep, and potential disputes. A detailed plan provides a shared reference point for everyone involved and fosters a more transparent and accountable working relationship.
“And it’s like, Hey, I don’t know versus having a well-documented 20 to 30-page plan that you can point to and you can say, no, we wrote this all out and it was on your desk. You said, this is good to go.”
Understanding Your Ideal Customer
Both Justin and Joe stress the importance of deeply understanding your target customer before diving into any marketing activities. This goes beyond basic demographics and requires a nuanced understanding of their pain points, motivations, and decision-making process. Crafting marketing messages and campaigns without this understanding is like shooting in the dark, hoping to hit a target you can’t see.
“Your customer has to be in there. Like, who are we talking to? Who are these people specifically? Not fluffy, fake persona, like Susie Salesperson in the industry is between these ages. It’s like, no, a real person who has maybe bought the software or has been in the funnel, like the people we want to target that are just like this person.”
Content Is King, but Strategy Is Queen
While high-quality content is essential for attracting and engaging audiences, it’s not enough to simply churn out blog posts or social media updates. Joe emphasizes that a strategic approach is crucial for ensuring content resonates with the right audience, aligns with business goals, and delivers measurable results.
“You don’t want me to just go run and make you some blog posts about cybersecurity. My first job was running out, I read the first 15 things I could find on Google, and I listened to a podcast like, here’s a blog post for the website. It’s 2024, we’ve come a long way. There’s a higher expectation of what content is, and that’s true for every channel.”
Marketing Plans Should Be Dynamic, Not Static
Joe emphasizes that documented plans should not be set in stone. As business needs and market dynamics shift, marketing plans should adapt as well. Instead of viewing the initial plan as a rigid contract, it should be treated as a flexible framework that provides direction while allowing for adjustments.
“Having the documented and approved plan does not mean nothing changes ever. Your business can change entire target markets. I gotta go reflect on it. It doesn’t mean we did it wrong. It’s usually if things aren’t working out. You do things because you think they’re going to work, you see how they’re going and then you change direction as needed.”
