{"id":1113,"date":"2020-10-20T12:30:00","date_gmt":"2020-10-20T16:30:00","guid":{"rendered":"https:\/\/dev.ironmarkusa.com\/no-marketing-plan\/"},"modified":"2025-06-20T12:34:00","modified_gmt":"2025-06-20T16:34:00","slug":"no-marketing-plan","status":"publish","type":"post","link":"https:\/\/ironmarkusa.com\/no-marketing-plan\/","title":{"rendered":"Why Not Writing a Digital Marketing Plan Is Costing You Plenty"},"content":{"rendered":"\n<p>\u201cBy failing to prepare, you are preparing to fail.\u201d &#8211; Benjamin Franklin<\/p>\n\n\n\n<p>You wouldn\u2019t believe how many established and well-known company executives avoid writing a digital marketing plan. They have skated by on killer instincts and a lot of luck. <\/p>\n\n\n\n<p>However, instincts aren\u2019t scalable, and luck always runs out. Eventually, a lack of preparation gets the better of us and we find ourselves wondering why the old standards aren\u2019t working anymore (hello, cold-calling?) and needing new avenues to find business or different paths to new success. The digital world waits for no one, and without a plan, you are left behind in the digital dust.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Excuses for Not Writing a Digital Marketing Plan<\/h2>\n\n\n\n<p>I\u2019ve truly heard it all. Reasons for lacking and neglecting to build a solid digital marketing plan vary from legitimate rationalizations to downright dog-ate-my-homework excuses. I\u2019ve sat in conference rooms and asked executives about their marketing plans, and I\u2019ve heard the most outrageous excuses for not writing a digital marketing plan.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cWe don\u2019t need a marketing plan &#8212; it\u2019s all in my head. I&#8217;ve gotten this far, haven\u2019t I?\u201d<\/li>\n\n\n\n<li>\u201cNah, we don&#8217;t have time to write a marketing plan. We just need a quick-start to bring in more revenue.\u201d<\/li>\n\n\n\n<li>\u201cWe don&#8217;t have that kind of investment. It costs a lot to build a marketing plan. I just need to make money and quickly.\u201d<\/li>\n\n\n\n<li>\u201cI already know what to do, I just don&#8217;t have the time to do it myself.\u201d<\/li>\n\n\n\n<li>\u201cWe just need to up our SEO game (substitute SEO for any other tactic: Social, Email, Website, etc.).\u201d<\/li>\n\n\n\n<li>\u201cIt&#8217;s not a marketing plan we need, we need more leads for my sales team.\u201d<\/li>\n\n\n\n<li>\u201cMy customers aren\u2019t online or searching on Google.\u201d<\/li>\n<\/ul>\n\n\n\n<p>All of these statements seem to come down to time and money. But actually, the root of these excuses is patience and priority. We say we don\u2019t have the time or money, but what we really mean is that we refuse to sit still for the next three months and write a plan to make the next five years worthwhile. We are prioritizing quick and cheap over sustainable success.<\/p>\n\n\n\n<p>The response I give to nearly all of these comments is this one:<\/p>\n\n\n\n<p>\u201cYou simply cannot afford to waste another dime on a marketing tactic that will not bring you any real results. That is what\u2019s wasting time and money. Give me three months, and we\u2019ll put every penny of your budget toward achieving your measurable goals for the next five years.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Leapfrog Your Competition with a Digital Marketing Plan<\/h2>\n\n\n\n<p>What so many executives don\u2019t see is that MOST people are impatient. Most people don\u2019t have the resources or perseverance to roll up their sleeves and do the hard work of creating a digital marketing plan. This means that most of your competitors aren\u2019t doing this hard work, which means you\u2019re twice as likely to outrank your competitors by buckling down and doing the planning that most executives are not inspired to do.<\/p>\n\n\n\n<p>Writing a digital marketing plan isn\u2019t the easy way. It is not the cheap or fast way. But it is the most effective way. And it\u2019s the only way to uncover all the market opportunities that are available to you for your unique business &#8211; your processes, your customers, your industry, and your selling proposition. Only by following the steps in creating your digital marketing plan will you truly unlock the untapped strategies and tactics you\u2019ve been missing in achieving your goals.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tactics vs. Strategy<\/h2>\n\n\n\n<p>Consider this real discussion, with an actual client, after I suggested they needed a digital marketing plan:<\/p>\n\n\n\n<p>Client: \u201cBut why can\u2019t you just fix my PPC campaigns? That will bring me more traffic.\u201d<\/p>\n\n\n\n<p>Me: \u201cIs traffic your goal? I thought we talked about generating more qualified leads.\u201d<\/p>\n\n\n\n<p>Client: \u201cWell, yeah, but if there\u2019s more traffic, we\u2019ll get more leads, yeah?\u201d<\/p>\n\n\n\n<p>Me: \u201cOnly if there are conversion opportunities that appeal to your best customers on your website.\u201d<\/p>\n\n\n\n<p>Client: \u201cOh.\u201d<\/p>\n\n\n\n<p>Tactical components of a plan, such as paid media, SEO, website development, and social media, are effective tools to create powerful and impactful campaigns. But a lot of money can be wasted if we\u2019re not crystal clear on the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Who we\u2019re targeting.\u00a0<\/li>\n\n\n\n<li>What we want them to do.\u00a0<\/li>\n\n\n\n<li>Where to reach them online.<\/li>\n\n\n\n<li>When they\u2019re thinking about problems we can solve.<\/li>\n\n\n\n<li>How we want them to feel about our brand.<\/li>\n\n\n\n<li>Why they should choose us over the competition.<\/li>\n<\/ul>\n\n\n\n<p>Tactics are just tools. Left to their own devices, they can be more of a liability than an asset.<\/p>\n\n\n\n<p>The strategy in your digital marketing plan, which lays out the road map for who, what, where, when, how, and why, will instruct an actionable implementation schedule for using these tools effectively and efficiently. The alternative of testing costly tactics to see what\u2019s working (and what\u2019s not) in real time is as effective as throwing spaghetti at a wall and seeing what sticks. Don\u2019t get me wrong, testing and optimizing is absolutely essential, but a strategic marketing plan is crucial in helping you identify which channels, messaging, and content will be best applied to solve for your unique goals.<\/p>\n\n\n\n<p class=\"has-alt-serif-font-family\"><a href=\"\/advertising-during-covid-19\" target=\"_blank\" rel=\"noopener\"><strong>Related: Why Advertising Now (During COVID-19) May Be the Best Time<\/strong><\/a><\/p>\n\n\n\n<p>It will save you time and money (along with a whole lot of headaches) in the long run. So, will you let the excuses get the better of you? How will you begin writing your digital marketing plan? Ironmark works with clients every day on building their strategies for digital marketing success. For more information on beginning your strategic marketing plan, contact Lynne Kingsley &#8211; she\u2019d love to help you get started.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cBy failing to prepare, you are preparing to fail.\u201d &#8211; Benjamin Franklin You wouldn\u2019t believe how many established and well-known&#8230;<\/p>\n","protected":false},"author":22,"featured_media":1114,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[12],"class_list":["post-1113","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-industries","tag-digital-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Not Writing a Digital Marketing Plan Costs You Plenty - Article<\/title>\n<meta name=\"description\" content=\"Reasons for lacking and neglecting to build a solid digital marketing plan vary from legitimate rationalizations to downright dog-ate-my-homework excuses.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ironmarkusa.com\/no-marketing-plan\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Not Writing a Digital Marketing Plan Costs You Plenty - 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