Transform Your Approach from Reactive to Proactive with Smart Marketing

Want to make the most of your time and budget?

Interested in maximizing the efforts of your team?

Need to develop a proactive approach to marketing so you’re not always “putting out fires”?

Then it’s time to work smarter, not harder! When you approach marketing with strategy backed by research, you transform your process to smart decision making aligned with company goals.  This approach is proactive, meaning you plan projects according to the company’s overall plan, instead of waiting for them to come to you. It also helps you avoid the dreaded scenario of constantly “putting out fires” by completing projects at the very last minute. It’s all part of Smart Marketing and establishing a Marketing Plan.

So what exactly does Smart Marketing mean? It means that instead of instantly saying “yes” to a project request, you pause and ask a few key questions such as: “How does this impact our company goals?” or “Will this effort contribute to the bottom line and fit in our project pipeline for marketing requests?” This doesn’t mean saying “no” – It means that you start a conversation with staff and determine how the requested project fits in with your company’s goals.

At first, this can be a challenge and it may not be popular, but it shows that marketing is taking a strategic approach to projects. Pausing to reflect and assess before saying “yes” gives you a more valued position. You are reinforcing that marketing is not a “fulfillment center” but instead a strategic partner to projects that make sense and align with the company’s direction.

Here are some helpful initial steps on establishing a Marketing Plan:

• Research and Benchmark – Obtain data that applies to your firm and serves as a benchmark.
• Report and Reinforce – Draw conclusions based on research and report to leadership on this new approach. Get buy-in.
• Plan and Prioritize – Develop a plan that prioritizes marketing projects and aligns with company goals.

In time, Smart Marketing also reinforces your valued position in the company and the important services that marketing/communication professionals provide. We’ll be talking more about additional steps within a Smart Marketing approach and how to maximize your reach and pull analytics.

If you have a questions or need help, feel free to contact us! We’d love to help you get started on the path to work smarter, not harder.