Writing A Small Business Marketing Plan
It is really surprising to me that most small business owners (both online and off) don’t have a marketing plan. They have a lot of things — dreams, ambition, a willingness to work hard. But they don’t have a marketing plan. Amazing! You would build a house without a set of blueprints, would you? Heck, you wouldn’t even build a birdhouse without a plan!
How anybody can expect to build a successful small business without a marketing plan is simply beyond me. The sad truth is that most people don’t even know what you mean when you say “marketing plan.” They think you must be speaking some kind of alien tongue.
Writing a marketing plan is basically the principle as drawing blueprints for building a house. You start with the foundation and work your way up. You can’t put the roof on a new house first and then build the walls and pour the foundation; that, of course, simply won’t work. The same thing is true of a small business marketing plan.
- First identify your market — your customers. Yes, selling to the whole world would be nice, but that isn’t going to happen, at least not yet. You have a specific pool of potential customers, and you need to know who they are and everything you can about them.
- Identify your marketing goals. You need to be specific. What do you need to achieve in terms of number of sales, number of qualified leads, total revenue, and profit in any given amount of time in order for your business to become profitable and to grow.
- Clearly define your marketing strategy. This strategy might consist of only one or two well-thought-out sentences, but you need to know where you are going.
- Develop a plan of action. You know the customers that you need to target. You know how much you need to sell in a specified time. You have a strategy for achieving both. The only thing left is to detail the step-by-step plan for achieving your goals
And there you have a marketing plan.