Build a Focused Marketing Plan

In my business consulting experience, I have noticed a similar attribute that is common in most entrepreneurs and business owners. Most are “doers” rather than “planners”. In reality, being a “doer” is perhaps the ultimate character trait of a successful person.

Rather than thinking or wishing, they get out there and make it happen. I would proudly put myself in the “doer category”. Although there are amazing benefits of being a doer, I’ve often gotten myself into trouble as I didn’t think things through thoroughly enough. Can any of you relate to this?

I’ve also witnessed this pattern in a lot of my small business owner clients. They get into trouble going after the wrong marketing activities. Specifically, marketing activities that were programmed into them since they first got into the business world. Many owners think…well we need to market the business so let’s put $1,000 per month into Radio, Yellow Pages, or Newspaper Advertising and see if it generates any results.This called the “Pay and Pray” marketing strategy, and is

Now don’t get me wrong, I’m all for testing to see if different marketing may work. However, the majority of business owners (I run into) follow the pattern of just seeing what marketing sticks in traditional popular marketing channels. But that sad thing that I see is this type of business owner does not have any concrete basis (or statistics) for it. If you want to “do” the right marketing activities the right way, you must start with a good marketing plan.

What exactly is a marketing plan?

It’s a written document that is organized as a set of activities designed to promote your company, product or service. A successful marketing plan increases customers and profits and is usually planned for at least 1 year ahead of time.

A clear set of strategies is the basis of a well-written plan, and the strategies should be proven producers. Don’t try more than one new strategy at the time so you know what’s working and what isn’t. Your marketing plan needs to contain a list of tactics or actions that make up each strategy

Essential elements of a marketing plan

1) Quality research is the foundation of your marketing plan

2) Marketing Mission Statements (should be connected to your overall business plan)

3) Set up specific but doable goals with time frames to reach them

4) Find out what your most effective “marketing channels” are

5) Create your marketing budget (complete steps 1 through 3 first)

6) Delegate responsibility to perform each part of your plan

7) Track and measure the success of your campaigns and re-valuate them