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big project? Enter-the marketing plan. Developing a marketing plan may conjure up a feeling of EEEEEEK, but it doesn’t have to be a negative experience. Many business owners often rely solely on their intuition to drive the business. While this informal knowledge is important in the decision making process, it may not provide you with all the facts you need to achieve marketing results. A marketing plan will help you in defining business goals and developing the appropriate business initiatives to achieve them.
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Our company’s business focus is about using the right tools in your sandbox to conduct smart business. So here is a mini-toolkit of tips and ideas about how to successfully take the EEEEEEK out of developing a marketing plan.
1. Understand it. It may feel like a chore and create some anxiety, but marketing can be
fun. Your company’s growth and stamina will be greater in the long term if you are prepared. Embrace it as you would any other highly important business activity and understand exactly what it is and means to your business.
2. Define the destination and the journey: If you were planning a trip across the country,
what steps would you take to map out your trip, how would you get there, what sights would
A marketing plan will help you in defining business goals and developing the appropriate business initiatives to achieve them.
o you ever say EEEEEEK when thinking about how you are going to land that next client? Or that next
you like to see along the way and what types of resources do you need to get there? Is it economical to fly, better to drive or would you prefer to enjoy a leisurely train ride across the scenic countryside? The same questions should be asked of your business goals. Where does your company want to be and better yet, need to be, in the next year or two, and how can you leverage your current resources to get there?
3. Define your objectives: These objectives are the milestones on the road map for your
destination. Often, the objectives vary by business, but many common ones include finding new prospects, increasing customer penetration, enhancing current client relationships, exposing your brand, increasing brand awareness or a combination of each. Which specific objectives suit your business goals?
4. Specify your target market: Who is your target market and where will you find them?
Be specific. Are they women 65 or older who have osteoarthritis or are they young physicians recently out of medical school? Once you specify, your plan is specific and you’ll know where to find your clients.
5. Your USP/Unique Selling Proposition: What makes your company stand out from
your competition? Have you researched your competition and have a grasp of what makes you unique in the market? One client recently
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