Bob Milliken

A couple of weeks ago I talked about three key strategies behind building your 2020 marketing plan; define who you’re marketing to, the media you’ll use, and lastly your goals. This week I am going to add the element of how. Once you have your strategic plan in place, how are you going to execute it?

How would you like to stop shooting from the hip when it comes to your marketing and hit a bullseye with every campaign? If so, the first step is to stop thinking about your marketing as a series of one-of-events, get-it-out-the-door, and cross-our-fingers approach and instead think of it as a system. A simple, systematic approach (versus random marketing acts) that will ensure you’re consistently executing on your marketing every single month, 12 months of the year.

If you are not already doing this, January 1st is an excellent time to start. Here are my 3 core components that make this 12-month marketing system work. 

  1. Make Sure To Segment

Without segmentation the ability to be serious about addressing your target market is going to be a challenge. For example, you want to avoid marketing your “stuff” to everyone and instead focusing on your specific target groups.  Otherwise, your message will hit home with no one. 

  1. Build Repeatable Systems

Repeatable systems mean just that. You build a campaign, run it and then put it on the shelf for a few months. When it’s time to run that campaign again (as defined by your 12-month marketing plan) you take it of the shelf. Wash, rinse, and repeat. Easy-Peasy! 

  1. You Need A Marketing Calendar

Now that you have defined your monthly themes, segmented your list, and built your marketing programs, there’s one more thing to consider. What are you going to do on a regular basis?

This is where you define the rhythm of your 12-month marketing system. Beyond the marketing campaigns that you will be running throughout the year, what is your marketing rhythm – the daily/weekly/monthly/quarterly/semiannual/annual things that you are going to do to nurture your list? For example, a daily activity might be to check social media posts for mentions and respond accordingly.


Congratulations! You now have all of the tools you need to build your simplified and systemized marketing program for your business. With your plan you’ll soon be singing your way to the bank.

Now is the time to get started. Don’t put it on the shelf waiting for a better day to come along because we both know that won’t happen. It is my goal to have your 12-month marketing system working for you ASAP. If you would like assistance getting your 2020 plan done call me directly to see how I can help.

Wishing all my readers a fantastic New Year!

Bob Milliken is a master marketer specializing in helping businesses achieve outrageous levels of success. Bob can be reached by phone at 604.270.1730 or by email at