A 3-Step Guide to Designing your business' Marketing Plan

I have found that many small business owners either don't factor marketing into their business planning or attempt to do it themselves, most times without the requisite skill or knowledge.

As a practitioner, I can confirm that marketing is both an art and a science, and attempting something for which you have no skill can sometimes end up with unwanted results.

By now, it would have been established that marketing for any business of any type or size is critical to business success.  But for small business owners who have insufficient resources, the ability to position their businesses in the market is sometimes severely hampered.  In this 3-step process, I will show you how to design a marketing plan that can help your business gain visibility, connect with your ideal client avatar and steady your business bottom line.

 

1.    PLAN – The planning stage comprises research, concept development, strategy and budget.

·         Just as research was important in the beginning stage of your business so it is important when the issue of marketing your business arises.  Research provides an opportunity to identify the best channels to use for your marketing messages.  It also provides another necessary piece of information; cost.

·         Distinguishing your product and service offerings from that of your competitors is important.  This is what happens in the concept phase.  Explain the features, highlight the attributes and expound on how the product will benefit the customers.  Developing the right concept ultimately helps the business to focus on fulfilling the needs and wants of its customers.

·         A marketing strategy is critical in the planning stages.  Having identified the channels in the research phase, it is now time to create the best marketing mix to implement strategies that are effective.  This is where the 4Ps take centrestage i.e. product, price, promotion and place.

·         Marketing can happen without a budget but it would not be as effective as it could be with a budget.  Small business owners are encouraged, no matter how small to make room in their business’s budget for marketing.  Marketing is the single, most effective tool to inform your target market about your business.  Bear in mind, it is pointless to open a business and no one knows.

2.    IMPLEMENT – The implementation stage comprises execution and engagement.

·         Execution is the phase in which your marketing strategy is actioned.  Book those ads, set-up your social media accounts, establish customer tracking and sales portals and actively do business promotions.  While you execute, never forget to measure.

·         Engagement: Meaningful interactions are important particularly to small businesses.  Remember, your resources are limited therefore each client interaction should be used as an opportunity to win customers.  Recall too that today’s consumers are getting multiple messages from multiple channels; how you engage will allow you to stand out. 

3.    GROW – The growth stage comprises attracting clients and converting leads to ultimately grow the business.  Effective implementation of the marketing programme will inevitably draw the customer’s attention.  And; in a world where ‘inquiring minds want to know’, the targeted customers will ask questions.  This is your opportunity to not only respond but to settle the questions and convert conversations into sales and repeat business.

Of course, marketing a business is not as easy as 1-2-3.  The reality is that the best option is always to hire a professional but the tips provided here should give you an idea what is involved in the process and how to engage with your marketing team.