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Why Marketing Planners are Good for Business

By Paul Atkinson, Lawrence Grant, Chartered Accountants

You could say, “Marketing is like a railway engine – it pulls all the other departmental carriages along!” Every business needs a good marketing plan and, as important as marketing plans are, many companies do not devote enough time or resources to them. Without it, people cannot learn about your business and then buy your services from you.

The purpose of a marketing plan

When overseeing a project (whether it is a re-brand of your merchandise or literature, or a campaign to promote a new service), having a marketing strategy that sits alongside it is key, as it will help you map out your plans in finer detail. You will have more clarity in understanding what your end goal is and how you are going to achieve it, and can then work through each element to deliver it on time. It not only demonstrates that you are allocating marketing resources in the most effcient way, but it also gives you more control and direction over your marketing operations, so that you are able to attain your goals.

Having a marketing plan will help you:

  • Manage and achieve your objectives.
  • Assign control over different elements of your planner.
  • Map out all the different elements required to make it a success: social media, print, blog, video, website, apps, etc.
  • Bring teams together to communicate and coordinate your plan.
  • Create great messages that speak directly to your target market.
  • Keep an eye on the results, or make sure you have implemented your call to action (CTA), e.g. “Call us for a quote”, “Download our brochure” etc.
  • Hit your deadlines.

Importance of your marketing planning strategy

When you target your ideal customer in a smarter way, you educe the costs of marketing and increase your chances of converting those leads.

Listening to your customers, understanding their problem, and then solving it for them, may be the reason why a client chooses you over your competitor.

Remember – keep your marketing plan up-to-date!

Like a business plan, a marketing plan is a living, breathing document. Regularly analysing your results and tweaking or changing your marketing strategies is an important task in keeping your marketing plan up to date and keeping you on track to reach your business goals.

Of course, many factors may get in the way of you achieving your marketing results, including the introduction of or delays in key tax legislation, pricing issues, delays in the decision-making process, or having to adopt new marketing methods (i.e. a new social media platform). It is important you stay aware of all of this and adjust your marketing plan accordingly.

Paul Atkinson

Paul Atkinson

Lawrence Grant, Chartered Accountants, London, UK
T: +44 208 861 7575
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Established in 1969, Lawrence Grant, Chartered Accountants has built a reputation for its distinct approach to individuals, sole traders, corporate businesses and multi-nationals, offering personalised accountancy services and taxation advice. They offer professional expertise and specialist services, helping clients to grow their business and personal wealth.

Paul Atkinson has been the firm’s Marketing Manager since 2011, overseeing the launch of five social media platforms, a logo revamp, website content and branding of all literature and merchandise.

Published: Business Development & Marketing, No. 08, Spring 2019 l Photo: bongkarn -

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