The importance of marketing planning before advertising

You may have a great product, and a sales team ready to go, but the truth may be that you just may not be ready to do advertising or content yet. Blasting out advertising and content without doing your marketing planning first is achingly expensive and leads to bad results. So before you put one tiny toe into advertising and content we earnestly encourage you to:

1. Make sure you have a very clear idea of the niche your business is selling its products and services to.

Be armed with an intimate knowledge of your customer's hopes, dreams, fears and what they eat for breakfast.

2. Be able to sum up in a sentence what you stand for as a brand.

This isn’t a - kind of a sort of a thing - and its not a statement of what you do. It’s who you are authentically as a business, what differentiates you from competitors and it needs to be powerful, insightful and true.

3. Make your website a real corker.

It is very difficult to make your sales tools into powerful converting machines without knowing clearly who you are, why you are great and who you’re telling your greatness to. Many a tear has been shed over an ineffective website. Save yourself the tissues by doing the hard stuff upfront.

It doesn’t have to be fancy and it definitely doesn’t have to be complex but it does need to be modern, easy to use and uncomplicated. Best practice on the home page is to have one brand positioning upfront and three key messages. No more.

Website design doesn’t stand still. Most need to be refreshed every 5 years, possibly sooner.

4. Have up-to-date branding.

Like your webbie, it needs to be refreshed at year five.

5. Ensure all your sales collateral is customer benefit lead.

Make it easy on the eye and easy to absorb and read.

6. The final and big one: have your SEO and AdWords sorted.

The easiest sales are made when people are ready to buy. If people are Googling for your service and you don't come up on the first page, you are dead to them.


If you think you've got this sorted, why not check out our tips on developing a SaaS marketing strategy. Or If you've got questions about how a new marketing strategy could suit your business, we're always happy to catch up over a coffee.