How to build a marketing plan that works (and sticks) for Dorset businesses!
Ever start a marketing plan full of big ideas…only to watch it slowly fizzle out? One minute you’re PUMPED, the next your goals are off track and your plan’s gathering digital dust. Sound familiar?
You’re not alone. With new trends popping up every five minutes, it’s easy to get distracted or feel stuck. But here’s the thing – even the best ideas won’t get far without a solid plan to back them up. Marketing shouldn’t feel like dodging fireworks. It should feel clear, focused and actually doable. When your plan is built on strong foundations, everything starts to click, and your business can grow without chasing every shiny new thing.
So, let’s get stuck in. I’m here today to show you how to build a marketing plan that’s smart, simple and made to last.
Channel your inner detective
Before you jump into planning your marketing, it’s time to play detective. No trench coat or magnifying glass needed. Just a curious mind and a good look at the facts.
Start by gathering evidence about your audience. Who are they? What do they care about? Where do they hang out online? Look at your website data, social media insights and email performance. Anywhere your audience interacts with your brand. Then check out the competition. What are they doing well? What are they missing? Don’t copy them, but take notes. There’s often a lot to learn from both their wins and their mistakes. Now let’s spot the trends. What’s happening in your industry? Are there shifts in customer behaviour?
The more you know, the better your plan will be. When you lead with research, you’re not guessing. You’re making smart, informed moves that set your business up for real success.
Audit your current marketing
Before getting stuck into a brand-new plan, it’s smart to take a look at what you’re already doing. Whether you currently have a full marketing strategy or you’re just winging it, it’s time for a quick check-up. Look at the platforms you’re using, like Facebook, emails, blogs, PR or whichever’s in play. Then ask yourself:
- How much did we spend?
- What kind of results did we get?
- Did we actually hit our goals?
- Was the return on investment worth it?
- How much did it cost to get a new customer?
- Which platforms brought in the best results?
Doing this gives you a clearer picture of what’s working and what’s just eating up time and money. If something worked well, awesome! Build on that. If something flopped, don’t stress and learn from it. Now’s your chance to make smarter moves going forward.
And if none of it worked the way you hoped? That’s your cue to shake things up. Maybe it’s time to bring in fresh ideas or get a marketing expert on board to help you turn things around and get the results your business deserves.
Focus on what matters most for your business
When it comes to marketing, it’s easy to get pulled in a hundred different directions. One minute you’re thinking about TikTok, the next you’re wondering if you need a podcast, a newsletter and an advert down Dorchester High Street.
But I’ll let you in with a secret…you don’t need everything. You just need the right things.
Unsure about what you actually need? Take a step back and ask yourself
- Where are my customers spending their time?
- Which marketing efforts bring in real results?
Instead of trying to be everywhere at once, double down on what works or what you know will work through your market research. Focus your energy and budget on the platforms and strategies that truly connect with your audience and support your goals. Simple, focused and consistent beats scattered and stressed every time.
Build a sustainable plan that works for you
There’s no point in creating a marketing plan so ambitious it burns you out by week three. The best plan? One that fits your goals, and your actual resources and budget.
Start by being realistic about what you can do consistently or what you might be better off handing over to someone else. You don’t need to be on every platform or churn out content 24/7. Focus on those key things that will deliver results.
Make sure your plan includes a mix of short-term wins and long-term goals. That way, you stay motivated with progress you can see, while still building toward the bigger picture.
And remember, your version of success doesn’t have to look like anyone else’s. A sustainable plan is one that keeps your business growing without sending you into stress mode every Monday. So build smart. Keep it simple. And make sure it works for you, not the other way around.
Assess, review and perfect
Marketing changes faster than your favourite app updates. So why should your marketing plan stay stuck in the past? To keep things running smoothly, make it a habit to check in on your plan regularly. What’s working? What’s flopping? A marketing tactic might’ve been great last year, but if it’s not pulling its weight now… it might be time to update your strategy.
Use tools like Google Analytics, email open rates and social media insights to keep tabs on performance. These numbers will tell you what’s worth your time and what’s quietly draining your budget.
Remember: marketing isn’t a “set it and forget it” kind of deal. It’s an ongoing process. The more you test, tweak and learn, the better your results will get. So keep it fresh, stay curious, and don’t be afraid to change things up if needed.
Don’t get distracted by what everyone else is doing
Oh yes, we’ve all had that post-networking buzz. You leave the event jazzed up, having just heard someone say, “Using [the latest shiny new platform], my business doubled overnight!” Suddenly, you’re envisioning your own rocket-fueled success.
Fueled by inspiration (and maybe too much networking coffee), you dive headfirst into the new strategy. A week goes by… crickets. A month later… still nothing. The motivation fades, and you’re left wondering: Did I miss a step, or did I just fall for another overhyped trend?
Here’s the thing – new marketing trends are tempting, but not every shiny object belongs in your toolbox. Curiosity is good; blind adoption? Not so much.
Before jumping on the next big bandwagon, ask yourself:
- Does this align with my business goals?
- Is my audience even on this platform?
- Will it drain my time and energy? And if so, can I hand it off?
- How will I measure success here?
- Do I have the right people on my team to bring this to life effectively?
There’s no need to chase every shiny new marketing trend, especially if it’s all sparkle and no substance for your business. Stick to a strategy that’s smart, sustainable and tailored to what actually works for you.
Need marketing support? Mogfish Marketing is here to help
When you focus on what matters and build a plan that fits your business, the results will follow (no magic required). If time’s your barrier or you’d rather skip the stress, we’re here to help. At Mogfish Marketing, we partner with businesses to craft impactful content that amplifies meaningful messages. We ensure your brand is seen, heard, and drives action by creating campaigns that work.
We’ve got space for a few more brilliant Dorset businesses who are ready to grow online. Fancy a chat? Reach me at and let’s grab a cuppa!
With around 100 members any business in Dorset can join Dorchester Chamber from business for £60p/a (no VAT).
