Ever add a new marketing tactic(such as blogging or writing an ezine) and eventually you ‘forget’ to continue doing it consistently?
Eventually, you drop it all together because you look back and feel like you failed.
Here’s the thing: you didn’t fail, your project planning system failed.
But you can (and should) get back on track with your marketing efforts. Here’s how:
1) Identify the Issues
The most important question you should ask yourself when you’re reviewing your marketing planning is: “Is this a recurring issue, or a one-time issue?”
Problems can and will come up. It’s an unavoidable truth in business. Things almost never go as expected. However, if you find that the same mistakes keep coming up time and again, then chances are there’s something off in your business systems.
Keep logs of the challenges you and your team encounter. For example, if your team is having issues in getting a new sales page up, have them keep track of all the issues that are causing delays or causing the project to go over budget.
Review each and every one of these issues with your team. Brainstorm workaround together and come up with permanent solutions for recurring problems.
2) The Planned vs. Actual Habit
Get in the habit of tracking whether or not your projects are happening in the timeline or budget that you predicted.
This doesn’t necessarily help with the current project you’re working on, but can help you get a lot better at predicting timelines and costs in the future.
3) Are Your Staff Right for the Job?
One tough truth you might have to face if you’re regularly facing dropped marketing projects is that you might not have the right people helping you.
Having a team of A-Players makes getting things done a whole lot easier. If there are people on your team that are regularly procrastinating, being negative, not getting things done or don’t have the necessary skills, you might have to face the tough choice of letting them go.
4) Re-Examining the Project
If the marketing project gets far off course, you may have to take some time to re-examine it.
Ask yourself: Are the goals of the project still the same? Do you still believe achieving the project now will still have the same benefits?
Re-examine the costs. Now that you have more experience with the marketing project, what are your updated projections for the necessary time and money to complete the project?
With these two things in mind, you’ll be able to make an educated decision as to whether the project is still worth it. If it is, you may want to “re-launch” the project with new goals or a new approach to get your team fired up again.