Marketing in Minutes
When many small business managers hear the words “marketing plan,” they think of long days at conference tables and documents that rarely get read. But good marketing plans can be simple, straightforward roadmaps that help guide your business and meet your promotional goals.
The real value of a good marketing plan lies not in the words on the paper, but the thoughts that drive them. So, don’t get hung up on format or the perfect words—just thoughtfully answer the questions below and then follow your plan.
1. Define the Market
First answer these questions: Who makes up our market? What do they desire? What does the competition not provide? What motivates our customers to act? Within this market, what niche can we best serve? Put your answers down on paper.
2. Develop your Message
Once you know who you are speaking to and what they want, you need to craft a singular statement of your offer and how it is unique. Remember: you can’t be all things to all people—so decide on your angle and stick with it. Once you’ve crafted this sentence (or two), it becomes the foundation on which all promotional messages are built. These are the messages that should be repeated to your audience consistently and as often as possible.
3. Develop a Budget
How much do you have to spend on marketing efforts for the year? Some companies use a percentage of sales, while others look at previous years’ expenditures. However you arrive at your number, decide on a budget, stick to it and track your success from year to year.
4. Determine your Mediums
No matter what your budget, you’ll need to decide what vehicles can best deliver your message. To do this, go back to question number one and determine the best fit. You may want to better leverage your web site or start a referral program among existing customers. And don’t forget about public relations—it can be a highly effective way to reach and influence your audience. Your opportunities here are endless, so carefully think this one through.
5. Set Goals
You have to know what you’re aiming at if you’re ever going to hit the target! You need to establish measurable and attainable goals, but keep in mind that marketing goals don’t always have to be measured by sales. Are you trying to improve your image in the marketplace? Consider public speaking opportunities. Set a goal for a certain number of engagements and measure your success via the number of speaking engagements you secure.
—by Melissa Urbanski