Marketers are constantly working on a multitude of strategies and tactics, and new trends appear all the time. But if you’re just flitting from one tactic to the next based on what’s the most innovative or appealing in the moment, it’s easy to lose sight of what your marketing is aiming to accomplish.
A thorough marketing model like the 30/60/90-day plan enables marketers to align their efforts with their company’s objectives on a concrete timeline so that they can ensure their work is contributing to the business’s bottom line.
What is a 30/60/90-Day Plan?
A 30/60/90-day plan outlines the objective your marketing efforts are working toward over a three-month period; it also defines the tactics and strategies that need to be accomplished during that time frame in order to achieve your goals.
“[A 30/60/90-day plan] is the prescriptive roadmap for how your marketing team is going to support your organization’s revenue goals,” says Principal Inbound Strategist Alyssa Lowry.
A strategic 30/60/90-day plan will include:
- The organizational goal you’re working toward
- Analysis of your current trajectory toward the goal
- Key marketing objectives
- Marketing strategies that will help you achieve those objectives
- The specific tactics that make up those strategies
- Responsible parties, both internally and externally
- Metrics for success
How to Build a 30/60/90-Day Marketing Plan
1. Define the goal you’re working toward
The first step of building a successful 30/60/90-day marketing plan is defining the goal you’re working toward. It may include leaving some aspirations on the cutting-room floor.
“Depending on your size and sophistication, you’re not going to be able to encapsulate all the activities that you might need in just a 30/60/90-day plan,” Alyssa says. “When your plan doesn’t have that primary focus, it tends to not be as executable because you’re trying to do everything and anything.”
To set your goal, start by gaining an understanding of what your responsibilities are in relation to your organization’s growth. Are you responsible for driving a percentage of your company’s overall revenue? Are your efforts only targeted at a specific geographical region or product line?
After defining that goal, the next step is to analyze your current progression toward that goal and identify what’s stopping you from reaching it. We recommend conducting a funnel gap analysis to decide what areas of the buyer’s journey you need to focus your efforts around.
“A funnel gap analysis helps identify where the immediate needs are. If you’re getting a lot of website sessions but you’re not seeing those visitors convert into leads, that indicates that you should focus efforts on the top of the funnel — it dictates where you should put your weight in demand generation as you’re putting together your plan,” Alyssa says. “Whereas, if you see you’re converting large numbers of visitors into leads and they’re becoming MQLs, you may be frustrated when you see a drop-off in your MQL-to-SQL conversion rate. That indicates you need a greater focus on generating quality leads and understanding your personas rather than on traffic generation.”
2. Determine strategies
After identifying what areas of your funnel you need to focus on in order to achieve your goals, the next step is to identify what strategies you want to employ.
For example, if the top of the funnel is your primary focus, your strategies could include content creation, paid advertising, SEO, affiliate marketing, social media and PR. If converting leads from MQLs to SQLs at the bottom of the funnel is your focus, strategies like sales enablement and email nurturing would be more applicable.
In addition to identifying what strategies you’ll be focusing on to progress you toward your goal, you should also identify what evergreen strategies you’ll be continuing to employ. For example, even if you are focused on increasing conversions at the bottom of the funnel, you’ll still need to maintain some level of content creation and SEO.
“Even as you’re working toward a goal, those actions shouldn’t happen in a funnel,” Alyssa says. “They should be cognizant of your overall growth strategy.”
3. Plan your tactics
Once you’ve chosen what strategies you’ll employ, you need to determine the specific tactics you’ll use to implement those strategies — this includes the work that will be done in each month of your plan.
For example, if you’re using an SEO strategy, what specific keywords are you going to target? To rank for those keywords, will you start with optimizing existing content or creating new content? What existing content needs to be optimized and who’s responsible for doing that work? What are the individual pieces of new content that you’ll create and who’s involved in that process?
“To make sure your plan is executable, define upfront what your tactics, timeline and teamwork, including cross-collaboration team points, will look like. It makes it easier to follow through on that plan,” Alyssa says.
Within your 30/60/90-day plan, it’s likely you’ll be running multiple strategies simultaneously. If your plan is built out correctly, it will enable you to easily manage all of the moving parts so that your organization can stay on track to achieve its goals.
However, keep in mind that your work will be spread out over three months. You’ll accomplish some tactics in the first 30 days, but you may have to wait for the results to become evident.
“Remember — you may not see the results of 30/60/90-day plans until you hit that 60- to 90-day mark,” Alyssa says. “You need to understand that there’s that ramp up as you’re building out projections, et cetera. Month one is focused on creating the strategy and creating the assets that will support the campaigns that you’re launching. Month two is focused on asset production to be able to launch the project. Month three is when you can see that run time and start to see those results.”
The 30/60/90-day planning structure works exceptionally well for companies running on a quarterly basis, especially since business objectives are typically reviewed at the company-wide level each quarter. So, as you wrap up one 30/60/90-day plan, it’s important to move right into a new three-month plan in order to consistently maintain alignment between your marketing strategy and your organizational needs.
Quinn is a writer and copyeditor whose work ranges from journalism to travel writing to inbound marketing content. She’s super passionate about grammar and punctuation and loves learning new things that she can share with readers. Her favorite punctuation mark is the em dash.