“All you need is the plan, the road map, and the courage to press on to your destination” Earl Nightingale
Without a marketing plan, any time and money spent on marketing will be making stabs in the dark at drumming up business. For a truly effective marketing strategy, you must evaluate your business and its target audience then create a plan of action and follow through with it. This is something every business, no matter how big or small, needs to have in place. After all, you can’t expect business to just fall in your lap!
Look at your business from a customer’s point of view and consider what they truly get out of your business. This also includes reviewing the perception customers may have of your company through your branding.
You might think you don’t have time to prepare a marketing plan, but any time spent planning is time saved in the journey your business is on as it provides clear direction and focus. Lack of time is a common excuse to avoid committing to a plan.
It is important to consider the benefits to be gained by a strong marketing plan:
- Clarifies your focus and keeps you on a defined path to ensure you make the most of your effort and budget
- Forces you to articulate measurable objectives so you know what you are working towards
- Provides a means of tracking your progress against stated objectives
- Makes it easier for you to plan your weekly schedule. By breaking down the big ideas, you can allocate time to the tasks and responsibilities.
A good marketing plan is essential to ensure your business is heading in the right direction. It is like a road map with a destination, a timeline and a plan for getting there. You may take the wrong road occasionally and will need to review your plan often, but if you are working towards well-considered goals, you will see your business grow.