You don't need a marketing plan

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I’ve built some really good marketing programs but I still prefer to bootstrap and do it myself.

Building a REALLY good do-it-yourself marketing program is more about DOING and less about planning.

That means no marketing plan to get started. Instead, build a tactic plan. 

Let's get into it. (And don't forget to confirm your subscription with a reply!)

For help getting your marketing launched ASAP (and without all the mistakes), schedule a demo of Marketing for Founders and get a free pass into our private office hours for 3 days.

What is a tactic plan?

A tactic plan contains everything you need to launch a specific campaign or marketing activity, aka a "tactic".

Some tactics that are easy to launch:

• LinkedIn Messaging

• Email Marketing on Apollo

• LinkedIn Audio Event or Webinar

• A newsletter -- I'll us this as my example

A marketing plan is more strategic and helps you allocate resources over a longer timeframe across multiple tactics.

Too much changes and your marketing plan will be toast after a month anyway.

Back to the tactic plan...

A tactic plan has 5 components:

• What you're going to do

• Your target audience

• Your goal outcome to measure against

• How you are going to execute step-by-step with a timeline

• All of your supporting assets like ads, email copy, messaging copy, tools, etc.

Build it on Notion

Notion is my go-to tool for planning tactics because of its drill-down capabilities. 

Also, it's free.

I create a surface-level plan and drill down into specific details.

To start, take the 5 components above and make them header sections of your Notion page. Title the page after what you're going to do.

Here is mine:

Next, fill in the sections with more detail.

For your audience you want to really dig into the details about who they are, what they're doing, and their problems.

I want to reach B2B SaaS founders who are just going to market.

To develop your goal outcome, benchmark the metrics you want to try and reach. Start with what you can control.

I can only affect message volume

The next section is important.

It's the steps you need to take to actually do what you say you're going to do. You can be as detailed or broad as you want based on your skillset.

If you need to get help or google something add that to this section too.

The last section is pretty simple. It's the stuff you will create from the previous section.

I need an audience list and a messaging script.

And that's your plan. It takes me about 30 minutes to spin up something like this and shouldn't take you too much longer

Steal my plan and duplicate it for your own template

Now Launch It

Fear is usually the biggest blocker here.

I hear this a lot: "What if this fails and the audience hates what I'm doing?" They won't care.

As an unknown startup you have two outcomes when launching a tactic:

1. They continue not to care
2. They like what you have to say.

So go do it.

Thanks for reading!

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