If you run a small business – unless your business is marketing; I’m guessing that writing a marketing plan does not make your top ten list of fun things to do. Most of us got into business because we have something incredible to share with the world, and we love the idea of being our own boss and setting our own hours while helping a lot of people…. and of course making a great income.
It’s important to revisit and refresh your marketing plan regularly. Not only is your business constantly growing and evolving, but technology and consumer habits change rapidly. This means that an outdated marketing plan can leave you out in the cold, and all of those wonderful people you want to help?….they’re going to have a tougher time finding you.
Here are some key points to consider when planning the marketing for your small business.
1. Consistency is key. One of my favourite sayings is “this is a process, not an event.” When cash flow is tight it’s easy to be lured by the idea of a quick-fix, but the reality is, we all like to do business with people we know, like and trust; businesses who have a track record and are going to continue to be around for a while. Think long-term, steady and sustainable. This will ensure repeat business and referrals, as well as help you stay clear of the latest bright shiny object in marketing. Email newsletters are a great way to stay in front of your customers and clients regularly. They don’t have to be complicated, but they do have to be relevant. A five sentence quick tip every couple of weeks beats sending out a two page essay twice a year.
2. Create a calendar for promotions. Every business has high seasons and low seasons. We all know the importance of providing extra value, products, offerings and specials in the seasons when our clients expect it the most, but we also need to have “profit drivers” for the down time. Get out a calendar and schedule in four promotions for the next twelve months. Make sure to include something juicy to entice customers to buy during your slowest time of the year. Time limited offers and bonuses work well for this.
3. Think outside the box. Don’t just do something because your competition is doing it. Your business should express your unique personality; the thing that separates you from others in your field and is going to bring the perfect customers to you. It doesn’t have to be outlandish or gimmicky, and this isn’t about trying to outsmart or one-up the other guy, just noteworthy, extraordinary or uncommon.
4. Have a varied marketing plan. Okay, we’ve all heard the saying “don’t put all of your eggs in one basket.”, this definitely applies to marketing. Assuming you already know who you’re trying to reach, brainstorm at least five different channels to do that. This is a mistake I personally made in the early days of my own business when 90% of my clients came from Google searches. Suddenly Google changed their algorithms and you can guess what happened to my business! Search engines are an extremely important portal, but don’t rely on any one thing exclusively. Include search engines with social media, local advertising, email marketing, community events, a referral program, customer loyalty programs and more. This way if for some reason one thing falls flat, you’ll be able to recover and regroup quickly.
If you have a great idea, product or service, something that is going to change people’s lives, or even just make it a little bit easier or more fun, get out there and let people know! That’s really all that marketing is.
