How to Create a Marketing Roadmap for Business Success
Note: This blog was first written for 2021, using 2020 information. It’s equally relevant for your 2024 marketing efforts and planning process. Dig in!
A marketing roadmap can be useful in your annual planning process. Done right, it becomes your treasure map to identify the best marketing initiatives to meet your business goals. Your roadmap will lay out your marketing initiatives by quarter, and help you understand what to do, the right timing, and how everything fits together. We rely on them here at Liquid Spark, for our own agency marketing—as well as for our clients. In this article, we share our best tips for process and content to help you create your own effective roadmap to guide your business success. At the end, we have an awesome bonus of our detailed planning worksheets that we use to take our quarterly roadmaps and convert them into monthly and weekly marketing action plans.
There are five steps in creating a strong quarterly marketing roadmap:
- Define the Right Business Goals
- Map Your Business Goals & Timing to Marketing Initiatives
- Connect Your Sales Funnel to Your Roadmap
- Assess Your Customer Experience Journey
- Add or Refine Measurement Metrics
To help show you how we approach building effective roadmaps, we’ll use the example of an imaginary adventure tourism business, our Louisiana Bayou Eco Lodge. This small, family-friendly, rustic eco-lodge likely has at least a few things in common with many adventure tourism businesses that have struggled through the unprecedented circumstances of 2020.
Here is the key marketing information about this eco-lodge. List your own information for your business, and be candid about where you have opportunities for improvement and where you are hitting home runs now.