5 Things to Know When Executing Your Marketing Plan

You’ve been working hard to establish a marketing plan — identifying goals, milestones, frequency and channels. Now it’s time to put that plan into action. At Synchrony, here are the five steps we take to execute a marketing plan.

Create a Campaign Strategy Brief

Always create a campaign strategy brief to reflect exactly what it is you want to do and why. This document will help you identify answers to the following questions:

1. Who are you talking to?
2. What do they care about?
3. What value can I offer them?
4. How will it make a difference to them?
5. Why should they choose me instead of other options?

A strategy brief should also include measurable goals, how KPIs will be tracked, brand specifications, key messaging points, and a specific call to action. Think of the brief as a central document that you should refer back to every step of the way.

Identify Who is Responsible

Whether it’s an employee, agency, or other specialized partner, you need to identify who’s in charge of the marketing plan, and the subsequent creation and deployment of all assets. A Synchrony project with an agency always starts with sharing the campaign brief to keep everyone focused on key objectives and aligned with the overall plan.

Understanding who is responsible for this work will allow you to plan ahead, develop a content calendar, make coverage plans if needed, determine who needs to review and approve, and track your goals seamlessly back to your brief. Once you’ve designated your doer(s), you’ll have a better sense of how things will go and how you can plan for future initiatives.

Find the Right Tools

To execute your marketing plan successfully, you need to find the right tools to make the job easier. There’s a tool for every task, including organization tools, image tools, social media scheduling tools, automation tools, performance tracking tools, and more. Synchrony’s Advertising Center also provides tools and resources to help you create effective (and compliant) marketing and advertising materials.

You’ve just got to find the ones that work for you. With so many at your fingertips, it’s hard to know where to begin. At the outset of a new project, you can begin your research by turning to a trusted friend or colleague in your industry and exploring processes and tools that work for them. Then, use the internet for lists of vetted resources.

Explore tools and resources that are available for free before opting for paid services; you might find those tools serve your marketing strategies best, particularly on a limited budget.

If you’re working with a marketing agency, they’ll likely have recommendations and preferences from previous experience. Trust those suggestions, but ask thorough questions and weigh the pros and cons of each.

Keep in mind that LinkedIn is a great virtual networking tool that can quickly connect you to others doing similar work. There you can learn from others regarding their marketing successes and challenges and pick up tips and resources without a lot of effort.

Tapping into traditional in-person networking groups like your local Chamber of Commerce is also a great avenue for improving your marketing efforts. These types of organizations offer in-person and online events and meetings that can bring credibility to your brand, help you increase your visibility and acquire new customers and referrals.

Stay Focused, But Be Willing to Adapt

Once you’re in a good rhythm and have been following your content calendar for a few months, try out some new imagery or different message ideas. It's important to stay true to your overall goals and messaging, but sometimes the best way to more efficiently build a relationship with your audience is to change things up.

This could be as simple as introducing new images or adding video into your content creation, experimenting with different types of messaging tones, trying a brand new social channel, or leaving one because it’s not boosting engagement. Sometimes unexpected shifts in societal or cultural trends will require you to change something that was working all along. Don’t let this discourage you. Adaptability is the name of the game in marketing.

Content that is relevant to current events can: Boost engagement Increase SEO Draw in leads and demand Lead to more opportunities for outreach — SEODesign Chicago1

Collecting data and measuring your success can take time, but it’s an essential part of a successful plan. You can’t grow if you don’t know how your efforts are performing, who they’re reaching and why. Revisiting your campaign strategy brief frequently is essential to ensure that the work being executed is aligned with the original plan and something we do at Synchrony when running a marketing project. This also provides an opportunity to share back with stakeholders any wins and challenges faced that may require fast action or additional resources or support.

Don’t forget to include all of your stakeholders. Not just employees, partners and investors, but customers too. Consider making a stakeholder map to easily identify whose input you want to consider when making strategic marketing and business decisions. You can easily solicit customer input online (Facebook, email, surveys, etc.) or at the register in-store (“What would you like to see on our Instagram?”). Their feedback can be your guidepost when you’re uncertain of what your audience wants to see.

“75% of marketers use their reports to show how campaigns are directly impacting revenue.” — HubSpot, State of Marketing, 20222

Refine and Keep Going

Marketing never ends, but marketing done well can be one of your greatest long-term assets. For some businesses, running the same strategy with new creative every six months will yield results while others will need to incorporate seasonal campaigns and goals. Frequently reviewing and assessing your campaign strategy is something we make as a practice at Synchrony, and it goes a long way toward setting us up for success.

The more you use this approach, the more comfortable you’ll get with the process. Also remember to keep an eye on research regarding industry trends. There’s always something to learn from others like you. Every business will have their own spin on a specific tactic, but the key lies in intentionally measuring and optimizing your strategy.

Small businesses will look for new ways to reach customers. Almost a quarter of small businesses (22%) plan to market with an app to better connect with customers and 8% plan to start using augmented/virtual reality. — Visual Objects 20203