Sales and Marketing - Jen Jordan

Sales and Marketing - Jen Jordan
Jen Jordan brings a wealth of life and leadership experiences to her writing. After 10 years creating a variety of content for a nonprofit, Jen decided to establish her own writing business. She specializes in creating high quality blog and website content for small businesses. When she's not writing, Jen is a competitive triathlete with a goal of completing a triathlon in all 50 states.

5 Essential Elements of a Small Business Marketing Plan

5 Essential Elements of a Small Business Marketing Plan

A marketing plan is a strategic outline that details how your business will communicate with your ideal customers to sell your products or services.

Every small business needs a marketing plan that guides and structures its marketing decisions. Marketing plans can vary widely, but they are all designed to help the business attract and build relationships with customers. Having an effective marketing plan can help you identify key selling points and even guide you to niche areas in the market where you can thrive.

While the style and structure of your marketing plan are often a personal preference, there are a few key elements you should include for maximum impact.

1. Write clear marketing goals and objectives

Every business benefits from having realistic and measurable marketing goals that help guide your marketing throughout the year. These goals should also align with your business plan to ensure that you’re working toward the correct objectives.

Some common marketing goals include aiming for a particular increase in sales, customer growth, or improved customer retention.

2. Identify your ideal customer or client

You might have heard the saying, "If you try to become all things to all people, you end up being useless to everyone." It’s critical to clearly identify your ideal customer or client. A Michelin star restaurant aims to offer the highest fine dining experience rather than provide affordable family meals. They know their target audience and offer products and services to match.

Take the time to define your ideal customer along with their demographic characteristics. This will help you develop a marketing plan that speaks to that audience and distinguishes you from the competition.

Identifying your ideal audience helps you invest your marketing budget wisely by tailoring content for responsive buyers.

3. Identify the right marketing tactics for your business

Research a wide variety of marketing tactics. A full understanding of the various tactics used today will make you more confident in selecting the best options for your small business. The right marketing tactics and channels will help you accomplish your marketing goals and engage your target audience.

It’s critical to also monitor the marketing strategies your competitors are using. Stay current with new tactics and communication channels your ideal audience might be using.

4. Identify an action plan

Your marketing strategy should clearly identify who is in charge of each aspect of the plan. Delegate responsibilities and ensure everyone understands who is in charge of each marketing project and initiative.

As you delegate responsibilities, ensure everyone has access to all the tools, resources, and training to implement a successful marketing strategy.

Any marketing strategy is only successful when everyone has defined roles, clear objectives, and the tools for success.

5. Identify a budget

Many small businesses are masters at operating on a shoestring budget. Whether you’re working with limited capital or endless resources, crafting a detailed budget is crucial for marketing success. Determine exactly how much you can afford to spend on each marketing initiative. It can be helpful to ensure each marketing initiative has its own budget.

As you develop your marketing strategy, it’s important to remember that it’s not set in stone. As your business evolves and trends change, so will your marketing strategy. Always be looking for resources, articles, blogs, and webinars to help stay up to date with current marketing trends.

Works Cited