You’re a small business owner, coach, or consultant. You’re just getting started on your marketing or pivoting to a new approach. How do you write a marketing plan? What does it need to include? Here are five steps to creating your small business marketing plan so that it’s actionable and complete.
Here’s how a marketing plan can help you as a small business owner: Not only does it direct your efforts, but it helps any investors or collaborators jump on board with you quickly. You can sketch out an overall vision for how your business will make money and then dial into specific details like campaigns that you’ll use to reach certain goals.
There are a few reasons why it’s difficult to come up with a marketing plan:
If you’re having these problems, you’re not alone! These are common reasons why small business owners skip the process of creating a plan and then have to circle back around and put pen to paper (or fingers to keyboard).
The five steps we’re about to take will help you tackle these challenges so that you have a clear direction for your business and how you’ll use marketing to generate sales.
There are three fundamental elements of your business that you need to identify clearly up front: your mission, market, and message. You need to be as specific as you can with these, because if they aren’t clear, your marketing will go nowhere. They’ll play a big part in your plan, as you’ll see below.
Here are the five steps you need to take to create your marketing plan:
You should also consider including the following:
Don’t forget that your plan should include your relevant business information, like your business name, logo, key contacts, and any web properties or physical locations.
Once you’ve created your marketing plan, you can share it with investors, team members, and contractors to help everyone get on the same page. If you’re a sole proprietor without investors, your marketing plan will give you a sense of what you should focus on and why. With those pieces in place, it’s time to start developing content.
Digital marketing is a content-driven industry. Whether you plan to get leads organically or through advertising, you need compelling copy and content for all your marketing materials. It’s easiest to create content consistently when you have a system. That way, you can stay intentional about what you create and start seeing results (instead of wasting time on materials that won’t produce).
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