Small Business Marketing Plan

This small business marketing plan primer helps you define success, how to analyze your situation and establish performance criteria to achieve profit goals.

In order to be successful with your small business, you need to begin with getting answers to questions about just how you will define your marketing success. Thinking about your business and committing your marketing goals and budget to paper is the first meaningful step towards planning to succeed. Planning your marketing will also eliminate knee-jerk spending that usually results in wasting scarce financial resources that do not produce a return on investment.

We help you analyze your specific business situation to establish realistic performance criteria for your small business marketing plan that will guide the development and implementation of a targeted marketing effort. With this information, we can realistically project the amount and cost of the marketing effort required to meet your sales & profit goals. We call this MySalesPlan^sm.

We help you analyze your specific business situation and come up with answers to the following:

Establish Your Marketing Goals & Objectives 

• Introduce my company to the market (develop company brand)
• Introduce my products or services to the market
• Introduce a new product/service to an existing market or markets
• Introduce a new product/service to new market?
• Increase my market share
• Stop market share erosion from competitors
• Develop new market segments for my product/service
• Increase profit margins
• Improve my product service sales mix
• Implement new pricing strategies

Define Your Target Markets

• Geography
• Company size by sales volume, or number of employees, or both
• We research specific data about each industry and target market segment including:

Number of Businesses

% Total Businesses

Total Sales

Avg. Sales

Total Site Employees

Avg. Site Employees

Total Co Employees

Avg. Co Employees

• Target Market Qualifiers- other unique aspects that further define your sales prospects
  
• Prospect Contacts by Title (B2B Mailing List) 

Conduct an Initial Marketing Assessment

• Review your current marketing materials & activities
  
• Review your company strengths & weaknesses
  
• Review your key competitors' marketing materials and marketing positioning
  

• Research current industry trends that impact your business

Define Current Client Business Problems

• Short, medium and long term issues
  
• Formulate client problems from a customer centric marketing prospective 

Outline Client Solutions

• Short, medium and long term solutions your firm can offer
  
• Formulate marketing solutions from a customer centric marketing prospective 

Develop/Create Customer Centric Communications Messages

• Why your company is best suited to provide a particuliar business solution
  
• Your solution/benefits
  
• Develop benefit claims from a customer centric point of view
  
• Craft product/service benefits
  
• Create a unique selling proposition that d ifferentiates you from your competitors 

Provide Specific Marketing Recommendations

• Strategic recommendations both, short and long term
  
• Tactical recommendations for immediate action items
• Assessment of marketing distribution methods e.g. (trade advertising, direct mail, email marketing, telemarketing, etc.)
• Customer centric promotional offers - offers that benefit your customer first 
• Timetable of specific marketing activities
• Small Business Marketing Budget