Step 1: Revisit Your Marketing Plan

An effective marketing agenda depends upon a sound marketing plan. This plan outlines the marketing goals to be achieved and the actions to be taken to achieve these goals.

If you do not have a marketing plan or it needs revision, you can still create an effective marketing agenda. 

If the plan doesn’t include a budget, set one. This will ensure that you can support whatever expenses are associated with your marketing activities.

With or without a marketing plan, a SWOT analysis is a good starting point foe preparing your marketing agenda.

Step 2: List Your Marketing Strategies

List of the marketing strategies you plan to apply. This list would include two categories of strategies personal contact and marketing communications.

There four primary personal contact strategies:

  1. networking
  2. referrals
  3. contacting strangers
  4. keeping in touch

Marketing communications strategies include online and offline tools: emails, web content, blog and social media posts, advertising, video or podcasts, press releases, partnerships, and affiliate marketing.

When making your list, the best place to start is past marketing. How can you repeat past marketing achievements, perhaps even improve them? 

Your SWOT analysis will help you identify the strengths upon which you can build your future success.

Similarly, what would it take to convert those mediocre marketing activities and any other weaknesses into satisfying achievements?

Given limited marketing resources, it is usually best to concentrate on those activities that are the most likely to generate the best results. 

Any strategies that have yet to generate satisfactory results are best excluded from a marketing agenda.

To learn more about the best strategies for marketing services, you might check out Best Authentic Marketing Strategies

Step 3: Create Your Marketing Agenda

Locate or create a calendar and start outlining your ideas. Use free online monthly calendars, a dry-erase board, a spreadsheet or document or whatever works for you.

Fill in the holidays, vacation times, days off, and other established dates or events. This will help you get started and create the time frame for your marketing agenda.

What are the traditional marketing cycles in your industry?

Most professions have peak periods.

Obviously, this is when the demand for our services is at its greatest.

As a practicing lawyer, June was always my busiest month. 

That’s when many families chose to move. 

For the accountant downstairs, his busy season was tax time; a personal trainer friend tells me that he starts to get really busy in November and things taper off in February.

What the 2-3 peak periods in your industry?

Conversely, at what point are potential clients least interested in your services?

Knowing when your services are most in demand will allow you match the marketing strategies from Step 2 with these periods.

As a result, you can apply specific strategies when potentially ideal clients are in the market for services like yours.

Step 4: Follow Your Agenda

Like many aspects of marketing, there is no one-size-fits-all format for a marketing agenda.

The key is to find or develop a format that will be easy for you to follow.

There are a number of online calendar formats that might be suitable. 

You could also use a spreadsheet to format the agenda.

An important element of following your agenda is to compile information and record relevant details of those activities that worked out well and also those that disappointed.

As a working document, a marketing agenda can be revised and amended from time as needed.

By tracking the results of our marketing activities, we can monitor progress towards our defined goals.  When things are working out the way we want them do, the task is to stay the course, continuing to follow the marketing agenda.

On the other hand, when the results start to fall below our targets and benchmarks, it’s important to take corrective action to get our marketing back on track.

Thoughtfully and carefully developed, a marketing agenda can help guide us through the sometimes onerous and complex process of marketing our services.