Why You Need A Business Marketing Plan
Every business needs a business plan, unless, you're in business purely for the fun of it, and you don't need an income. I am sure you have heard the old axiom that to "fail to plan is to plan to fail." We all have. The reason those old sayings have such staying power is because they still hold true today.
So let's get to it. Why do you need a marketing plan? The simple answer is to get you from where you are to where you would like to be. Your marketing plan is essentially a road map. Ignore the directions and it will take you much longer to get there, or, make a plan, read the signs, know where you are going, and arrive sooner. Of course, it isn't always about arriving sooner, sometimes we just want it to be easier.
What Your Business Marketing Plan Should Include
First: Define what your goals are.
What does your business need, or, what will help to move it forward? Traffic to your website? More subscribers to your email list? More individual, or, larger sales of your products or services? Choose only a couple of main goals so that you aren't overwhelmed as you work your plan. Your 3-5 supporting objectives are what you need to do to achieve those goals. For example, create new lead magnets to get more subscribers. You want to be challenged by your goals yet be able to attain them. Be super specific when defining your goals, and their measurements. Create milestones for yourself, broken down into daily, or, weekly pieces. Not only do they feel easier to reach but, it increases the information you get from your measurements. Oh, and don't forget to pat yourself on the back as you reach each milestone. You deserve it.
- Choose 2-3 main goals with no more than 3-5 supporting objectives
- Set attainable but challenging goals.
- Make your goals specific and measurable.
- Create goal milestones.
Second: Tie your goals to your business's mission/ vision statement.
Your goals are easier to achieve if they are aligned with your business's mission/ vision statement. You know what your product is and why you sell it. So, you also need to know who your customers are, what they buy, and what their buying cycle is.
- Know/ create your buyer's persona.
- Learn your buyers purchasing cycle.
Third: Define your distribution channels.
Your distribution channels are where your future or present customers/ clients can find you and where you can engage with them. Your website needs to be optimized for the best in user experience, mobile use, and speed. An email list allows you to get in your follower's inbox. A newsletter gets you in front of your people in a more personal way. Your main focus social media platforms should be where your ideal customer hangs out. If you have a brick and mortar store, then you can't afford to not have a web presence these days. Give your followers, customers, clients, people your best kick-butt content to keep them consistently coming back for more of what you have to offer.
- Your optimized website.
- Your email/ newsletter.
- Your social media platforms.
- Your brick and mortar store.
- Kick-Butt content
Fourth: A summary of your plan with supporting documentation.
Listing your main goals and strategies helps you to see exactly what it is you want to accomplish. Create a spreadsheet, and record the stats for your business when you begin your goal strategy. At each milestone do the same so you know if you are on track or not. Make whatever adjustments are necessary along the way and make note of these changes. Whatever your measurement method, the objective is to know what works, what doesn't, and how well.
- List your over-arching strategies.
- Establish a baseline of your present numbers.
- Define your measurement methods.
- Create a spreadsheet for tracking.
I hope you find this simplified marketing plan useful. If you do please share or like.
Keep in mind that most of these are broad categories and will fit any business with some tweaking. If you need help with your plan let me know. If you have additional ideas and want to share them, as always, I'm all ears.