A marketing plan is a strategic starting point to successfully plan how to promote your products and/or services to your target market. Depending on your business size and objectives, marketing plans can end up being very extensive but can be broken down into different elements.
It’s likely that as time goes on, your small business will require more than one marketing plan. As growth continues, a lot more components will need to be broken down in order to determine a clear path aligned with your business goals.
For example, say you were an eCommerce business selling hand-made jewellery, you can break down these elements as such:
Overall marketing plan
Using this we would identify the target audience as females, between the ages of 23-40 with an interest in sustainable products and fashion.
Our audience would be mainly found on the Facebook and Instagram platforms, indicating it was worth the investment in running a Facebook Ads campaign with the added placement on Instagram. Importing the eCommerce catalogue and running shopping campaigns to increase sales.
Email marketing plan
Add a pop-up to the website encouraging visitors to sign up to the newsletter to receive 10% of their next purchase.
Send weekly newsletters to subscribers.
Add contacts into a drip campaign to push them further through the marketing funnel to purchase.
Optimise product titles and descriptions to be SEO friendly and following best practices.
Create product listings in Google Shopping to be more likely to be found on Google’s search engine.
So why is it so important to have a marketing plan as a small business you ask?
Well, we’ll tell you..
The classic phrase tidy space, tidy mind comes is raised when advising clients about creating their marketing plan. Having an organised list and time frame for your strategy makes you more likely to achieve it due to the desire to check things off.
Breaking down your target audience is one of the most important aspects to your marketing plan, with the wrong audience you will be wasting both your budget and time. Understanding demographics, interests, their behaviours and their psychological profile can give you a better understanding on how to REACH your audience online, whether this be through email, social media, advertising, PR or through partnerships.
Having clear points of action can be very useful for a small business, it can be hard to navigate with the endless other responsibilities and tasks you have as a small business owner. So having a set time frame and a strong to-do list for your marketing strategy can in fact make it easier for your day-to-day tasks.
Sitting down and making the time to create your own marketing plan can help you identify missed opportunities and blockers within your business. As you breakdown your audience and the different mediums, you’ll come to realise areas that can be improved or optimised, also being able to see what has worked well, what hasn’t, and where you can go moving forward.
Making your own marketing plan isn’t as difficult as it sounds, especially for a small business it can be a lot easier to identify elements due to everything being within your control.
Specific- State what you want to do, use actionable words and points.
Measurable- Can you measure your goals and your action points?
Attainable- Are they realistic and attainable goals?
Relevant- Are the goals relevant to your business? Will they help you grow?
Time-bound- Have you got the time to set-out on these goals and action points? If you don’t, spend time reducing the list to focus on the most important.
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