What’s the point of having a marketing plan if it’s always changing?

What does dynamic mean mummy?  Well, it means changing and moving.  For a 5 year old I felt like this was a descriptive enough answer that would give her the context she needed for the word.

Afterwards I couldn’t help thinking about what a great word it was, if it means changing and moving in its simplest terms, I think I always want to be dynamic.  And businesses need to be dynamic too.  Because if you never change, are always the same, and you don’t move in a forward direction, then other businesses will overtake you. You would just be standing on the spot.

It can be overwhelming sometimes to think about the pace everything around us is changing and moving, technology, attitudes, beliefs, education, the list goes on.  As a business owner you could literally go a little bit mental if you thought you had to keep up with everything.

But for business owners its not just about change for the sake of change, but changing and keeping a forward momentum, so that you are always relevant to your ideal customer.  So that your people stick with you, remain loyal, continue to love you, and even in the face of increased alternatives they will always come back to you.  If you make an effort to understand them, their changing needs, the dynamic nature of their lives, needs, and wants, they will appreciate you and want to stay with you.  Provided you can still give them what they need.

When you write your marketing plan that is an iterative document.  It’s never really finished.  But that shouldn’t mean you think to yourself – why bother?  If it’s not set in stone what’s the point?  But that would be like trying to get to your destination without a map.  You could try, but it probably wouldn’t be the best route, or the most scenic route, or you wouldn’t go down the route you want to go on – well you might but that would probably be a fluke right?  How much easier would it be if you had a map – you know your destination because you know what your vision is.  You marketing plan will give you clarity on your vision and the roadmap to get there.  That’s why they are so important for your business, no matter how big or small.

Your marketing plan is dynamic but there are certain parts of it that will always provide you with the guiding light you need to keep you headed in the right direction.

As always, thanks for reading.  I hope this helps you in some little way in your business today.

Kate