You’ve got to test your results – and you have to test at the tactic level. And in order to do that, you have to decide if the tactic has contributed to the strategy. You’ve done enough work now to know that your strategies are pretty solid. So here is where you put the guarantee into your marketing plan.
For this task in the 2015 Marketing Plan I just want you to look at your lists from this week. Compare the “channels” you hit up in 2015 with the ones your best customers and desired best customers use. See anything interesting? Are you spending money on ads where none of your best customers get their information? Are there any channels (online ads, for example) you’re missing?
Every week of December you’ll be given a task per day to complete that should only take 15 minutes or so. The tasks will be Monday through Friday, so you can catch up on the weekend anytime, or do two tasks in a day, however you want to handle it. If you perform every microstep, at the end of December you’ll have all the components of a simple 2015 marketing plan.