{"id":37272,"date":"2014-05-21T11:49:24","date_gmt":"2014-05-21T10:49:24","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=37272"},"modified":"2014-05-21T11:50:06","modified_gmt":"2014-05-21T10:50:06","slug":"create-watertight-marketing-plan","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/marketing-planning\/create-a-marketing-plan\/create-watertight-marketing-plan\/","title":{"rendered":"Creating a watertight marketing plan"},"content":{"rendered":"<h2>Book\u00a0review: Watertight Marketing - Delivering long-term sales results by Bryony Thomas<\/h2>\n<p>We know from our <a href=\"http:\/\/www.smartinsights.com\/guides\/managing-digital-marketing-2014\/\">research<\/a>\u00a0published showing\u00a0how businesses manage digital marketing, that many businesses don\u2019t have a defined marketing strategy. In fact, more than half of businesses we surveyed (56%) didn\u2019t have a marketing strategy, an even higher proportion than the 46% who didn\u2019t have a digital strategy!<\/p>\n<p>So when Bryony Thomas offered to share her advice on approaches to use a more planned approach to marketing, I was delighted to be able to publish these to help marketers looking to create a marketing plan. The techniques Bryony has shared in her popular <a href=\"http:\/\/www.smartinsights.com\/author\/bryonythomas\/\">series of posts on marketing planning<\/a> on Smart Insights are based on the techniques she recommends in her book <a href=\"http:\/\/watertightmarketing.com\/\">Watertight Marketing: delivering long-term sales results<\/a> which I have been taking a look at recently to review our marketing approach.<\/p>\n<h3 id=\"thewatertightmarketingapproach\">The Watertight marketing approach<\/h3>\n<p>The book gets off to a really useful start with Bryony\u2019s review of the marketing funnel. We all know the funnel concept of course, but by reviewing 13 of the most common touchpoint leaks as shown below she gives a great, actionable checklist to help businesses review and improve their communications strategy.<\/p>\n<figure><img decoding=\"async\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/02\/thirteen-touchpoint-leaks-si.001-550x733.jpg\" alt=\"\" \/><\/figure>\n<p>I recommend reading the book for this alone, but there is much else to recommend across the different parts of the book:<\/p>\n<ul>\n<li><strong>Part 1 - A review of how to reduce the 13 touchpoint leaks<\/strong>. This is an introduction to the Watertight Marketing approach.<\/li>\n<li><strong>Part 2 - Marketing communications approaches<\/strong>. Reviews how to develop key messages and the best timing to communicate these from different people in the business.<\/li>\n<li><strong>Part 3 - Bucket, funnels and taps<\/strong>. This explores the leaks in more detail, discussing techniques to grow awareness and use emotional and rational arguments to progress prospects to purchase.<\/li>\n<li><strong>Part 4 - Planning<\/strong>. I found the simple approaches to create a budget for different media really useful and measurement is covered simply too.<\/li>\n<\/ul>\n<h3 id=\"whoisthebookrecommendedfor\">Who is the book recommended for?<\/h3>\n<p>The techniques to improve marketing described in the book apply to any type of business, B2C or B2B, but I think these particularly apply to businesses where there is a considered purchase of a relatively high product or service where nurturing of customers using content marketing is needed before purchase.<\/p>\n<p>The clarity and simplicity of the advice mean that the book will work particularly well for smaller businesses, perhaps to be read by an owner who isn\u2019t so familiar with marketing. But I think it will change the approach that more experienced marketers use too by getting them to question their approach. Consultants and agencies could also find it useful to change their approach too.<\/p>\n<p>So, you can see that I thoroughly recommend this book in terms of its content. The style works well too, with a nice conversational style like discussing your marketing issues with a consultant. There are also checklist and frameworks to make the book actionable and small case studies to show how to apply the concepts, including a more detailed running case. You can find out more about\u00a0<a href=\"http:\/\/watertightmarketing.com\/library\/free-stuff\/\">Watertight Marketing and get a free sample chapter<\/a>\u00a0on this microsite.<\/p>\n<p>What doesn\u2019t work so well? Well, the only thing to bear in mind, is that this is a marketing strategy and planning book. It doesn\u2019t recommend practical techniques to create awareness or nurture leads, particularly through digital marketing techniques. It isn't practical for it to include these details and it would lose its clarity and strategic focus if it did. So for example, you won\u2019t find detailed advice on using SEO, AdWords or Social media to create awareness, using remarketing using display ads or using email marketing to encourage repeat sales. Of course, Smart Insights has all the practical details you need for each of the digital marketing channels!<\/p>\n<p>You can hear Bryony talk a the <a href=\"http:\/\/www.cimconferenceseast.co.uk\/\">CIM Small Business conference<\/a> on May 23rd where I'll also be speaking.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Book\u00a0review: Watertight Marketing &#8211; Delivering long-term sales results by Bryony Thomas We know from our research\u00a0published showing\u00a0how businesses manage digital marketing, that many businesses don\u2019t have a defined marketing strategy. In fact, more than half of businesses we surveyed (56%) &hellip;..<\/p>\n","protected":false},"author":5,"featured_media":35510,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[838],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Creating a watertight marketing plan | Smart Insights<\/title>\n<meta name=\"description\" content=\"Creating a watertight marketing plan Book\u00a0review: Watertight Marketing - Delivering long-term sales results by Bryony Thomas We know from our research\u00a0published showing\u00a0how businesses manage.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smartinsights.com\/marketing-planning\/create-a-marketing-plan\/create-watertight-marketing-plan\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creating a watertight marketing plan | Smart Insights\" \/>\n<meta property=\"og:description\" content=\"Creating a watertight marketing plan Book\u00a0review: Watertight Marketing - 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