As 13.4m of us tuned in to watch Nadiya Jamir Hussain win the Great British Bake off last night, it struck me that we could learn from her determination that resulted in her humble success.
Nadiya admits herself that she originally lacked the confidence to join the bake-off, but when finally coerced by her husband, she started her journey to the top. Single mindedly she approached each task as if it was the last, and step by step, she navigated her way to the coveted Bake Off trophy
What's that got to do with marketing? Lots. When you're baking, you need to know what you are aiming to produce. If you are clear on that, then you know what ingredients to choose and which methods to use. At a basic level, if you want a cake, you need warm ingredients, and if you are making pastry, they need to be cold (and you may not need the eggs). The planning that went into Nadiya's chocolate peacock in the semi-final was immense and the end result was exactly as she planned it, spectacular
When it comes to planning our marketing activities, the same principles apply. It's easy to start ticking boxes, or listening to other people's advice - what's worked for them, or the latest deal. But one thing's for sure, if you don't want to waste time and resource, you can't start planning what to do until you know where you are trying to get to. Always start with the end in mind, so that you can focus on the steps that you need to take to get there, just like Nadiya did.
Here's some thoughts to get you ROLLing with your marketing planning:
R - REVIEW: What's working and what could be better. Look at everything from within the business and also outside, including what your competition is up to, any customer behaviour trends. A classic swot analysis is a good tool for this.
O - OBJECTIVES: Look for any themes that are coming out. You want to build on what is going well and correct anything that is holding you back. Use this to define your marketing objectives. e.g. do you need more awareness, or if you are generating traffic to your site and no one is converting, do you need to improve your messaging or increase your credibility to build trust... etc
L - LIST ACTIVITIES: List all the activities you could do to address your objectives and then focus on prioritising a few based on your resources. This way whatever you commit to, you can take your time to plan it and do it well, rather than running around trying to do everything
L - LEARN: There is no magic formula to marketing. It's a process and as part of that process, look at what you've done and learn what works and what doesn't. Continually reviewing what you've done will allow you to adjust your objectives and ensure you take the right steps to your business success.
Marketing doesn't have to be a complicated process and if you'd like any help to make your marketing a piece of cake, please give me a call 07585 224121 or email
Good luck, Lisa