Creating a Winning Marketing Plan


Get a Marketing Plan in Place for Your Business

A small business only succeeds when it is visible to customers. Effective marketing strategies help people become aware of your business and crave the products or services you offer. Devising a strong marketing plan is the most important part of running any business.

Marketing your business requires a liberal investment of time, money and energy. A marketing plan functions as a road map that keeps those efforts focused in the right direction. You can identify and target potential customers. You also can evaluate the market for your industry and plan a strategy that aligns with market conditions.

The best small business marketing plans focus on these elements:

1. Tangible goals
Setting down specific goals can help channel your marketing efforts toward a specific purpose. It starts with crafting a vision statement that defines how you want to position your brand in the marketplace. Then you need to identify areas of strength and weaknesses for your business. Evaluate opportunities to grow and threats to growth. This will help you create marketing objectives that are specific, measurable and attainable within a specific time period.

2. Market research

Marketing plans are most effective when you understand your target market inside and out. At this stage, you need to identify who your potential customers are and where you are most likely to find them. Learn what these customers need and then figure out how your product or service can fill those needs. You also need to look at competitors in your target market and observe what they do. This can help you get a better idea of how to distinguish what you offer from their products or services to make your business grab more attention.

3. Product positioning
Marketing is all about generating sales that will boost profits for your business. How you position your product or service in the market matters in meeting that objective. You need to figure out which strategies will be most effective in reaching your business goals. Develop strategies that help you reach the greatest number of customers in the market. That can involve offering special discounts or promotions. It can mean emphasizing better customer service. Find what can give you an edge over competitors and use that to your advantage.

4. Tracking results

It is impossible to know how your market plan is working if you fail to track the results of your marketing strategies. How many leads and sales are generated from each marketing initative? What is the actual profit from those sales? Tracking results is helpful in focusing your marketing budget in areas where your efforts are most effective. This can mean savings in time and money with future marketing strategies.

5. Customer outreach
No business can reach its full potential without engaging customers and potential customers to find out what they think. You need to generate feedback from customers to figure out which marketing strategies work best for your business. This means reaching out on social media networks, doing surveys, setting up focus groups and sending out emails. Make your business accessible to customers. Listen to their feedback to discover what influences their purchasing decisions.