Last year, during a podcast interview for ACHR NEWS, I had the pleasure of speaking with Editor Kyle Gargaro. I also had the honor to share the podcast mic with esteemed former Nexstar Business Coach Bryan Buckley. Together, we discussed how vital planning is for PHCE owners as they scale their businesses. Our key takeaway: Business planning provides an economic roadmap, while marketing planning enables precise targeting and messaging. Together, these plans create a foundation for sustainable growth, even amid unforeseen detours. Aligning your business and marketing plans will help you steer your business toward success.

Because it’s my specialty, I’d like to focus specifically on marketing planning today. I invite you to start thinking of your marketing plan as a reliable compass. Your marketing plan should point you in the right direction to reach your target audience effectively, and to maximize your company’s growth.

Don’t have a marketing plan? You need one, I promise. Here are just a few ways having a well-crafted, strategic marketing plan in place will contribute to your business:

• A marketing plan sets clear goals. It also sets the strategy for the year, allowing you to be proactive versus reactive. You use it like a compass and follow it to success.   
• Your marketing plan outlines the key tactics (such as TV, radio, billboards, print, online, social media, and targeted local campaigns) needed to achieve your goals and maintain a balanced marketing mix.
• Your plan should include a timeline and a blueprint of allocated resources for each marketing activity. For instance, you can plan seasonal promotions and partnerships to generate awareness and drive sales during peak-demand periods. Planning like this will also help you get you in front of shoulder season – eliminating panic.
• When you include specific marketing objectives and goals (such as call volume, reach and frequency, website traffic, click-through rates, and conversion), you can track the success of your marketing efforts and make data-driven adjustments to optimize performance.
• A strategic marketing plan helps you define and understand your target audience. Being mindful of the audiences you’re reaching will ensure you’re selecting the appropriate tactics.

What makes marketing exciting is that the destination remains constant, but there are numerous ways to get there. If you stay agile, you can adjust your route, if needed, while always keeping a watchful eye pointed toward your marketing plan. A detour can become a learning opportunity, or a big win. Don’t be afraid to test and learn – marketing allows you to tailor your messages, understand your customers’ priorities, and position your company as a valuable choice in any economic climate.  

Ready to get started? Gather your team and intentionally evaluate your results from last year. What worked well? What fell flat? When did you pivot and adjust, and what was the outcome? Consider attending a marketing planning workshop, which will provide you and your team ample time to dive deep and focus. I’m a big believer in immersive workshops – they provide a unique opportunity to learn from experts, gain valuable insights, and connect with industry peers. At Nexstar, we see that our members who actively participate in marketing planning workshops with their teams experience significant growth and overall success.

Any well-planned trip starts with a charted course. The same holds true for marketing your business: Equip yourself with the tools and knowledge to maximize your growth, and you’ll scale your business for years ahead.