Without marketing, most businesses would fail. But many small businesses don’t take the time to create a comprehensive marketing plan.
What often ends up happening is these businesses will try different marketing tactics ad hoc, with only minor to moderate success. Or they’ll score a big win by chance but find themselves unable to properly scale their tactics, goals and strategies.
There are plenty of online marketing tools that give businesses an edge today. But businesses should never forego a well mapped out marketing plan.
A marketing plan is a report that outlines your marketing strategy for the coming year, quarter or month. Typically, a marketing plan will include these elements:
An overview of your business’s marketing and advertising goals
A description of your business’s current marketing position
A timeline of when tasks within your strategy will be completed
Key performance indicators you will be tracking
A description of your business’s target market and customer needs
Learning how to write a marketing plan forces you to think through the important steps that lead to an effective marketing strategy. A plan will also help keep you focused on your high-level goals.
Whether you’re a team trying to set smarter marketing goals, a consultant trying to set your client in the right direction, or a one-person team trying to introduce structure, a solid marketing plan shows that your marketing strategies are backed up by research.