Whenever I talk with small business owners, all possible doubts come out about their marketing initiatives.
To get off with the right foot, I always say you need to breathe, set aside some time for you and your business, and put on paper all that you want to achieve, when, how and with which resources.
With the following steps, you will be able to start piecing up together the essential elements for your business’ marketing plan.
I know that nobody knows your business like you do. But periodically, I advise business owners to perform a checkup and answer questions like: What’s your company current situation? Are your business goals being reached? Who are your clients right now? Access your numbers, feedback from clients and your competition.
A target audience is a technical term used to define your ideal customer.
In this point, try to work as a forensic policeman. List everything you know about your ideal customer: where they live, what’s their gender, their age, and even their behavior (what they like to watch, their favorite restaurants, where they shop).
Deeply understanding your consumer will guide you when deciding which strategy would be the best for your marketing efforts.
Let’s not be naive. Your product can be the best in town but it isn’t the only one. So, don’t be afraid and check out what your competitors are doing. Get to know their prices, their services. And then compare them to your business. Try to understand your uniqueness, how you differentiate from the others.
Now things start to get more interesting! When you set your annual marketing goals, try to be as clear as possible when answering the following questions: What objectives do I want to achieve? Which targets do I want to hit?
An example: “Reach new customers on Social Media”.
Now that you know what you want, it’s time to plan how you are accomplishing those marketing goals. Try this method: Take each of your goals separately. Study them and list actions, right below it. Be clear with your milestones and review them periodically.
Let’s take the previous example of “Reach new customers using Social Media”.
We need to be more specific in our goal, so let’s refine it to:
Getting 50 new Instagram followers organically every month in the first quarter.
and your strategies can be
Increase profile presence posting at least 2 photos per day
Research hashtags that are trending in your segment and use them in your captions
Engage more users using giveaways contests
Not that hard, right?
And don’t panic if you see that one of your strategies isn’t working out. Adjust it to your reality and keep going.