Being small does not have to be a barrier to success. In fact, it can be a strength. Large organisations may seemly have marketing prowess and advertising reach. But their one-size-fits-all approach is not for everyone. Customers are increasingly wanting greater personalisation and a genuine human interaction.
1. Your business's fingerprint
Much like a CV to a job seeker or a show reel to an actor, a marketing plan is the DNA of a small business. It’s what you can use to differentiate yourself from your competitors. With a strong marketing plan, your current and potential customers can understand who you are and what you offer.
A successful marketing plan consists of 3 steps:
A. Initial plan: This is what you would like to cover in your first marketing plan, the various tools you will use and the timescales in which you will complete it.
B. Execution: The physical implementation of the plan. What and where you will be advertising, posting and selling.
C. Re-iteration: Markets change, products evolve and as a small business you’re always hustling, always pivoting. Your marketing plan should be renewed and reviewed often. Ideally, sanity check the plan once a quarter. Does your plan still allow you to reach your target audience? What new technology out there can give you the edge? Review and then repeat steps 1-2.