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Shortcut to Success - How to Simplify Your Marketing Plan

By Debra Murphy, Vista Consulting

Most small businesses do not have a marketing plan. Just the thought of having to write a plan sends most business owners into a cold sweat. But, did you know that companies that have a formal marketing plan increase their sales by 25 to 30%? I think that may be incentive enough to wipe your brow and think through what programs you should put into motion.

As you put together your marketing plan for the coming year, you should be thinking about what marketing programs have or have not worked this past year. By evaluating what you have done, the results you have achieved, and your marketing budget, you will be able to develop a simple marketing plan that can increase your top line revenue.

Evaluate the Previous Year’s Results

To start the process of writing your plan, ask yourself if you are happy with the results of your marketing this year. Have the dollars you’ve spent on marketing delivered at least 100% ROI? Which marketing effort has or is working and which have not? If the program did not appear to work, did you give it enough time? If your results were negligible, was the program an issue, the messages ineffective, execution not the best, or was the program just not appropriate for your business?

You need to be realistic with this evaluation. Many people make decisions for their business because other businesses have done a particular program. Make sure what you do choose to do in marketing works for you. For example, I hear a lot of people want to advertise in the local papers. Unless you are a restaurant or hospitality based business, advertising in a newspaper probably won’t get you much. You might be better to use that money for advertising on the internet.

The Marketing Plan Foundation

You have assessed the outcome of your programs, your brand, your messages, and your ability to execute. What do you do now to ready you for the future? There are definitely marketing programs that work for small businesses that are relatively inexpensive and deliver big results.

Before you dive into new programs, you should reassess your marketing foundation – competition, target audience, positioning, messages, brand and sales tools. Do these components still work for your business? Running a new marketing campaign using an out of date set of messages and tools is a waste. Do you need to reposition your business? Develop new messages that really speak to your target audience? Are you standing out from your competition? Your business evolves and your target market may change. Be sure your messages evolve to accommodate the change.

If your brand is old, tired, or non-existent, now may be the perfect time to develop a new brand. First impressions are important and if your brand doesn’t project your business the way it should, it may be time to invest in an impressive and consistent brand. A simple but noticeable image is one of the best things you can do to stand out from the crowd. If you have a nicely created business card, brochure and web site, your image will project success. A self-made brand sends a message to prospects that you are low-budget, short-term, or unsuccessful – even if you are not.

Next, consider revamping your sales tools – brochures, business cards, web site, and letterhead. Again, if these need a facelift, it may be worthwhile to do so now. Depending on the marketing programs you plan to run, you might be able to spread out the cost over time. Running a new Internet marketing campaign to drive prospects to an old, out of date web site is the kiss of death. Invest in a new web site template from a reputable designer and ensure they develop the site so that you can update the content frequently. I know this is heresy in some Web develop circles, but make them develop your site in Microsoft FrontPage using dynamic web templates. You can then easily update content without affecting the design.

The Marketing Program Plan

Once the foundation is in place, the marketing campaigns can be developed. What did you do last year that worked? Did you run Executive Breakfasts that resulted in clients? Did you advertise in some journal that worked? Did you run a direct mail campaign that sent prospects to your web site? Whatever worked the best should be at the top of your list. Don’t stop a campaign just because you are tired of it. If it works, keep doing it. If it doesn’t, move on.

The following are recommendations of programs to look at:

  • Public relations – always a good choice for any business. If done well, you can get a lot of free advertising. Having articles placed, stories done about your successes, and being quoted as an expert helps you build credibility in the market. Consider hiring a quality PR person to help you.
  • Internet marketing – not just for big companies anymore. With the advent of search engine marketing, many small companies and cost-effectively reach a wider audience for their products and services. Unlike traditional advertising, pay-per-click can be regulated by you – ensuring you don’t overspend your marketing budget. In addition, buying a link from a well-known directory, like Business.com, can help people find your web site.
  • Executive breakfasts and workshops – meeting people face-to-face is still the best way to get business. If you have a list of prospects you can invite, these are good venues to provide useful information in a setting that enables them to get to know you without having to sit through a sales pitch. Be sure your events are informational, not sales oriented.
  • Speaking opportunities – more face-to-face opportunities. Find organizations that have members from your target audience. Speaking at their meetings is a great way to introduce you to them and begin building a relationship.
  • Referral-based marketing (word of mouth) – expand your reach into your target audience.  Building strategic alliances with other non-competitive companies that serve your target audience is a great way to get valuable introductions by other business people your prospects trust.

Get Ready for a Successful Year

If you are having trouble putting a marketing plan together, we have a number of tools that will help. There is a high level marketing plan outline on our web site that can walk you through the process, helping you identify the information you need to write a brief, but effective plan for your business. If you need help writing your marketing goals, positioning and messages, and brand, follow the links and check out these articles. Have these components available before you launch into developing sales tools and programs.

There are many good marketing programs that deliver results that you can consider, but depending on your budget, these are a good start for smaller businesses. But first, make sure you have a marketing plan that coordinates your efforts across all the different venues for getting the word out. If you bypass the planning effort, you will compromise your results.