Marketing & Business
Creating a Marketing Plan for a Small Business – Part 1
How to get started…
Few things keep a small business as strong as a solid marketing plan. But what exactly do you need in it? A lot of small businesses start out with specific goals but as they grow and develop don’t check in with these goals frequently or lose sight of them altogether. With so many elements that can be added to a plan, it’s hard to know what to include or exclude, causing many a promising outline to fade into disorganization. With small business in mind, today we are dishing out a marketing plan buffet.
The Overview
The best place to start with a marketing plan is to gather the pieces you will need for
- Expectations
- Identifying goals
- Target audience
- Mission statement
- Promotional materials
- Budget
- Task list
- Analytics
Expectations
You might wonder why we start with expectations instead of goals. Because too often goals are laid out without enough consideration to what a business is trying to accomplish. What are your expectations
Sometimes these elements are referred to as “soft skills” in the job market world. That is, the intangible aspects of someone’s life that directly or indirectly influence their performance, efficiency, skill set, and ultimately their overall happiness. Goals will emerge more clearly and be more effective built on a foundation of your authentic expectations.
“A goal without a plan is just a wish.” – Unknown
Identifying Goals
With an honest look of your expectations mapped out, you can now establish your business goals. Ask yourself these questions:
- What does my business do?
- What are my core values?
- What sets it apart from similar businesses?
Seriously answer these questions as completely as possible. Write them down, even if you feel like you don’t need to. When you write something down, you really give the thought more scrutiny, and that’s what you want right now. Have you ever been stumped and suddenly receive an answer as soon as you voice the question to a friend? Writing your goals down is a similar phenomenon. No sooner has the lead left your pencil that you might realize some goals may need adjustment. Alternatively, you identify objectives you know are concrete without question. Either way, it’s totally worth taking half an hour to complete this step.
Target Audience
This is an important question to take by itself. Identify the possible candidates that need your product or service Then, continue to narrow down your potential client base by focusing on more specialized demands or needs. This will actually open up more possibilities for your target audience even if it seems counter intuitive at first. The more focused your client base, the better. It means a razor-sharp aim on search engines which boosts your SEO results and brings clients to you who will be great fits.
“A goal without a plan is just a wish.” – Unknown
Mission Statement
The mission statement is as important a marketing tool as your overall plan itself. It is basically your marketing plan in a nutshell. Once you’ve examined the three previous categories discussed here, you can craft a concise proclamation of who and what your business is. This statement contains why you run this business and is a supportive guide that you should periodically refer to.
Closing Thoughts…
As you create the rest of your marketing plan, be flexible with your mission statement. It will refine itself naturally as you progress through the rest of your plan. Let it. Your initial mission statement will undoubtedly be a strong start, but it is healthy to modify it as you finalize your marketing plan.
Rhonda Percell
CEO (Chief Everything Officer)
Specialty: Managing Craziness.
Likes: Crisp Mornings on the Porch with a Cup of Coffee.
Experience: 20 years in Internet Marketing
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Creating a Marketing Plan for Small Businesses – Part 2
Marketing & Business Creating a Marketing Plan for a Small Business - Part 2 How to get started... Last post we examined half of our marketing plan to-do list which covered expectations, goals, target clients, and creating an effective mission statement. You might...