A Blog Marketing Plan – Do You Need One?

I’ve been reading a book called “What Clients Love” by Harry Beckwith.

Harry has written a number of books about selling services – intangible products – that I’ve found useful both in my financial planning business and also in the internet marketing world.

The book is around 10 years old, and it’s interesting to read it today with the benefit of hindsight.

At the time, he didn’t see the internet as being as big as it is today, but he made a good point then that selling services (consulting etc) is best done face to face.

In one of the early pages he talks about planning and it made me think about why we need to plan. Writing a blog marketing plan could be one of the most important exercises that you do.

Beckwith says “Most people assume that business plans will tell them what to do. Few businesses, however, follow their plans.

I agree with this statement. Do you?

A business plan isn’t a magical document that provides the solution to all your businesses’ problems. It is useful, however, to focus on the direction of your business and the goals, strategies and tactics you can use to achieve your vision.

Beckwith goes on to make this comment:

..the value of planning is not in the plan but in the planning. Planning teaches you and your colleagues about your business, market, customers, and each other.

This is such an important point. Stop and re-read it again and think about it for a minute.

The value is not in the plan, but in the planning!

The planning provides immense value. A good blog marketing plan or business plan forces you to take a step back from the business and look at a range of things:

  • What are your strengths and weaknesses?
  • What does your market look like? Who are you targeting, what are their issues or problems?
  • How do you meet the needs of your market?
  • Who are your competitors?
  • What do they do to meet their clients needs?
  • What do you do differently? How can you show this?
  • What are the trends that impact your chosen market?
I also read an article today (can’t remember where) about the value of writing blog posts. Through the writing, we’re constantly learning. The act of writing forces us to think about the topic we’re writing about and it helps us form concrete opinions on the subject. So as we write, we’re forming our opinions and thoughts.
I know as I’m writing this article I’m thinking more about my blog marketing plan, and the strategic goals I have for this blog. I’m thinking about business plans I’ve been involved in (both good and bad) and how I’ve always learnt a lot through the planning process.
The important thing to remember is that a plan isn’t static. Business plans never go according to plan – that’s what makes life exciting!
But the effort you put in to plan will give you some valuable insight into what you need to do to be successful.
What do you think?
Have you had good or bad experiences in business planning?
What do you think about these ideas – is the planning helpful or not?
Leave a comment below and let me know.
And don’t forget to check out Harry’s book – What Clients Love.

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Allan lives in Adelaide, South Australia with his wife and two boys. He is the founder of Blogger Business Plan and loves helping bloggers learn how to transform their blogs from hobbies into sustainable businesses.
When he's not blogging or working in his financial planning business, you'll find Allan playing guitar, reading or coaching his son's soccer team.

How to price your product or service ebook
2 Responses to A Blog Marketing Plan – Do You Need One?
  1. Shalin
    December 3, 2014 | 4:33 pm

    Planning should be done regularly since an single plan would not satisfy all the posts you are going to make. As you said the value is not in the plan but planning. I do plan every blog post I make to suite the correct audience. Thanks for these thoughts!
    Shalin recently posted..Draw Gantt Charts Online Easily Using CreatelyMy Profile

  2. Hollie Hawley
    December 10, 2014 | 2:55 pm

    Very timely post, right before the New Year. I admit that my plans have been more like wish lists, a list of dreams but not of attainable goals with precise steps to reach them. The New Year always inspires me to look ahead and plan. This year I will make use of the notion that the importance is not the plan but the planning, focusing on my business, market and customers.
    Hollie Hawley recently posted..Don’t Get Sucked In! How To Manage Your Time On Social MediaMy Profile

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