Use our one page marketing plan as a foundation for marketing success
If you are like most business owners, you started your business with a flourish of marketing ideas, fueled by your belief in the value of your product or service. You were eager to share your ideas with the world and explain to prospective customers how they would benefit from your business.
That passion and belief go a long way. But there comes a time when a business owner’s best move is to apply it in a strategic way. That’s why we created our One Page Marketing Plan for small businesses.
It provides a six-step guide for business owners to channel their passion and energy into a practical plan that gets measurable results. Let’s break down each of the steps.
1. Define your product or service
You know what your product or service is - of course - but can you really explain why it has value to someone else? What makes it unique and better than other similar products or services on the market? Why should someone choose your business?
A unique selling proposition is an essential initial building block for a business marketing strategy. The best USPs are compelling and succinct and quickly convey the essence of a business.
2. Identify your buyer
Identifying your target market focuses your efforts where they will be best received. Take the time to really consider who would benefit from your product or service. Write a description of your likely buyer, including demographic information like their age, location, interests, job, and education. Consider their needs and how your product or service addresses them.
Having an identified target audience will focus your marketing messaging and give it its greatest impact.
3. Create a sales target
Setting a sales target that is realistic and measurable gives your marketing strategy purpose. What are your sales and revenue targets for the upcoming year, quarter, or month? For example: “Generate $100,000 in sales in 2017,” or “Increase sales by 10 percent over the previous year.”
Attaching a time-frame to your sales target is a key to making it measurable. Avoid making your sales targets open-ended.
4. Create a marketing goal
A marketing goal gives you a measure of how your marketing efforts are working. You can measure your marketing efforts by your sales goal, but a more direct measure of marketing success is lead generation or an increase in brand awareness.
Set a marketing goal such as: “Convert 10 percent of website visitors into leads” or “grow my social media following to 1,000 people.”
5. Identify a strategy
What is your overall strategy to market your product and service? Take a look back at how you have defined your target audience. Assess where they spend their time, both online and offline, to determine the best channels you can use to reach them.
6. Identify your marketing tactics
In the digital age, there is a multitude of potential tactics you can use to get the word out about your business. Identify those that are most aligned with your brand and that will give you the best return on your investment.
Will you use offline tactics like going to networking events, using printed materials like posters and direct mailings, and traditional media advertising? Which digital opportunities - email marketing, content marketing, social media marketing - will you employ?
Assess your team’s abilities and your marketing budget to choose the combination of tactics that are the best fit for your business.
Follow these six steps to focus the passion and excitement you have for your business into a successful marketing strategy that gets results.
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Breezy Hill Marketing is a Vermont web design agency specializing in marketing strategy, inbound marketing, social media marketing, and building optimized and mobile responsive websites for customers throughout the United States.