Part Two: Turning Strategy into Action and Scaling Your Marketing Efforts
Welcome back! In our last instalment, we laid the groundwork by building a solid marketing strategy and developing a practical marketing plan. If you missed that discussion, don’t worry—you can catch up on the foundational elements in our previous newsletter here. Now that you’re equipped with the basics, it’s time to move forward and explore how to execute your marketing activities and scale your efforts to drive significant growth.
Level 3: Execute Marketing Activities
With your strategy and plan in place, it’s time to move from planning to execution. However, rather than jumping in headfirst, start by planning a new marketing experiment. This approach allows you to test the waters without committing significant resources upfront. Begin by formulating a hypothesis—what do you expect to achieve? For example, you might want to test whether a new type of content can increase engagement.
Once your experiment is planned, launch it and monitor the results closely.
This phase is crucial for gathering data and insights that will inform your next steps. After the experiment has run its course, assess the results. Did it meet your objectives? Analyze the data to determine whether the experiment was successful, and consider whether it can be scaled up.
The next step is to evaluate the viability and repeatability of your experiment. If the results are promising, consider integrating this approach into your broader marketing efforts. However, if the experiment didn’t meet expectations, it’s better to cut your losses and redirect your resources to more promising initiatives.
Level 4: Scale Up to a Full Marketing Program
With a successful experiment under your belt, you’re ready to scale up and turn your small win into a significant growth driver. Begin with a general assessment to ensure that your experiment is truly viable and repeatable on a larger scale. This is your last chance to identify any potential issues before committing additional resources.
If everything checks out, it’s time to turn your experiment into a fully integrated marketing program. Develop a six-month roadmap that outlines how you’ll roll out the program across different channels, assign responsibilities, and set expected outcomes. Integration with other departments, such as finance and sales, is key to ensuring that your program aligns with the company’s overall objectives.
Assigning a champion—someone who will take ownership of the program and drive it forward—can be a game-changer. This person will oversee execution, monitor progress, and make adjustments as needed to keep the program on track. Finally, focus on scaling your program to achieve substantial growth. The market is constantly evolving, so stay flexible and be ready to pivot when necessary. Keep optimizing your efforts based on your KPIs to ensure continued success.
By mastering these four essential strategies—building a strategy, developing a plan, executing activities, and scaling your efforts—you can transform your marketing approach into a powerful engine for growth. Whether you’re just starting or looking to refine your existing efforts, these steps will help you navigate the complexities of marketing and drive your business forward.
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