No matter what is going on in the business world, what political changes are
happening, the state of the economic climate or local challenges that arise,
business need to plan to be successful... otherwise, what’s the point?!
What’s your business
plan? What’s your marketing plan? What strategies have you got planned to
achieve your business and marketing plans?
All businesses need customers. All businesses need to
attract new customers. So you need to put a plan in place to do that. Your
business plan lays out the goals you want to achieve and how you plan to
achieve those goals. Your marketing plan outlines the promotional activities to
put in place to achieve your business goals.
Your marketing plan will enable you to understand exactly
who your target customers are, which in turn will enable you to send out the
right messages and define the right marketing activities to attract those
customers. This will become your marketing strategy.
A Marketing Plan for Small, Local Businesses
Most small, local businesses have one goal in common... get
new customers (which means growing the business and generating more money). So
let’s plan for that.
Who is the right
(ideal) customer for your business ?
Identifying your target customer is key to growing sales.
You can then focus your marketing to promote your business directly to those
people. Find out more about how to identify your target market >
Why should those
customers buy from you and not your competitors?
You need to differentiate yourself from similar businesses,
in order to stand out from the competition and attract your target customers. Find out more about unique selling points >
How do you target
your target customers?
Once you know who you are trying to attract and what your
unique selling points are (what makes you different/special), then you will be
able to create the right marketing messages and define the best marketing
activities...
What to say
Are your customers led by price? Are they affluent? Are they
conservative in their approach to buying or are they quick decision makers? Do
they go out or do sports or watch all the soaps?
Talk their language.
Where to market
What local papers/magazines do they read? What social media
do they use? What activities do they do? Where do they live?
Promote to their
lifestyle.
How to market
Advertise – do they read local papers? Leaflets – can you
distribute to where they live? Sponsorship – do they support a local team?
Tweet – can you get them to follow you on Twitter?
Talk directly to them.
So what have you got planned?
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