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January 3, 2021

Setting Up A Marketing Plan For Your Small Business

One of the key rules in business is to be prepared. You should be prepared for all areas of your business. This not only helps you to pro-actively manage processes. But also at the same time to help you react should unforeseen eventualities arise. And another area that you can prepare in is marketing.

Marketing is one of the main ways to grow your business. It not only helps spread the message of your products. But also about your business and even you as a business owner. It can really promote what your business is about and why you do what you do.

However, when it comes to marketing your small business, you need to have a plan in place. And that is precisely why you need to have a marketing plan in place.

Today we take a look at what a marketing plan is and how you can integrate this within your business.

What is the marketing plan?

In a nutshell, it's a report that allows you to have oversight over your businesses marketing strategy. It also allows you to see what your strategy is either over the upcoming week, month, quarter or even year.

 This then allows you to adapt for certain times of the year when you may be busier. For example, during the festive period if you're in retail. It also allows you to optimise campaigns. It also allows you to constantly monitor your businesses position. Whilst at the same time being able to analyse competitors and their marketing behaviour.

marketing plan

What's included in the marketing plan?

A marketing plan will vary from business to business. However, there is a common set of information that should be included. These include:-

  • A list of your businesses marketing and advertising goals.
  • Where your business is currently sitting in its respective market.
  • A timeline of tasks that need to be completed as part of your marketing strategy.
  • Your businesses KPI's as part of your marketing plan.
  • An overview of your businesses target market and audience.

Writing the plan

When it comes to preparing and writing your marketing plan. Usually, there is a set structure to follow. This not only helps to segment all the different parts. But at the same time makes it more digestible for any third parties or marketing support who want to read about your marketing plan.

However, when it comes to a comprehensive thorough marketing plan you will want to follow the structure:-

  • Executive summary - background and summary of your business, the background and it's aims & goals.
  • Set out your marketing goals as driven by measurable metrics.
  • Outline your user personas. Identify who you and other key stakeholders are in the business and what your background and credentials are.
  • Conduct research into your competitors in the marketplace.
  • Set out baselines and metrics that are going to help you measure the success of any marketing campaigns.
  • Create a simple and easy to follow marketing strategy.
  • Set out guidelines that your business can follow and adhere to when it comes to reporting and accountability.
  • Tips for creating your marketing plan

    When creating your marketing plan, there are some best practices that you should remember to keep it clear and concise. These include:-

    • Keep the font, style and icons that you're using are consistent. You don't want it to vary too much as the inconsistency can not only be distracting but can also detract attention from your plan itself.
    • Again this goes for the colour scheme you're using. Try to use a colour scheme that complements any schemes already linked to your brand logo and business identity.
    • Make sure that it is available as a PDF - sharing through OneDrive or Google Docs isn't always practical as not everyone shared and uses the same systems. Having it readily available to download as a PDF means that it is easily accessible by anyone and everyone. After all, the last thing you want is someone interested in your marketing plan not being able to read it.

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    No matter what industry you're in. Every single business, regardless of size, needs a marketing plan.

    It's not just a box that must be ticked. It helps you forecast your marketing strategy and also helps you react to anything that may pop up on the way.

    Today we have covered what a marketing plan is, why you need one and some best tips.

    If you want to know more about how it can help your business, why not get in touch.

    We can arrange some time to have a chat about your business and discuss some of the methods you can implement to start seeing growth.

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