Set your course!
For the next 12 month I will be posting small business marketing tips and a worksheet will be available to walk you through the exercise. These exercises are taken from our e-book Mastering the Art of Marketing. Click Here to Receive your FREE 2015 Small Business Marketing Plan Worksheet and Sign up for Connectivity. I chose this formatting so small businesses or solo-preneurs with limited staff and time may be able to take on business branding and marketing in monthly bite size chunks. All of the worksheets relate to small business marketing, branding and advertising for small business growth
Five Steps Towards Mastering Your Small Business Marketing Plans and Editorial Calendar
Following is your first exercise to get you rolling – let’s build a marketing plan! These questions can be answered in short
time by those directly involved in growing your business.
1. What are your business goals for 2015?
Are you adding a new product line, want to increase sales, want to start selling online? Identifying top priorities can help you stay focused. CAUTION: Avoid making everything mission critical! Try to choose one main focus for the year and break it down into bite size chunks. Choosing to increase sales by 35%, plus launch a new product or service, plus expand from a regional company to serving the entire nation is probably too ambitious.
Give yourself time to build on one main focus for the year with obtainable goals.
Write down your top 3 goals on your worksheet.
2. Who is your audience?
Is your product or service available in one region or can you serve the world? Do men relate or only women? What is the age range?
Identify these 3 main demographics and consider more details as you hone in.
3. What is the best method to reach your market?
Where can you find your audience? Snapchat, Linkedin, forums, local expos/events? Right now Tweens are on Instagram and posting Vines, the Senior demographic still love their newspapers, Facebook, and TV’s (with ads included not much tivo-ing happening with this group). Hobbyist frequent Pinterest, specific online forums and discussion groups. Find out where your audience is and get in front of them.
List your top 3 Methods or Media choices on your sheet.
4. Determine your budget – Time and money
How much money and time can be allocated monthly to marketing? How much do you think your competition is spending? Small businesses sometimes believe they have more time than money, but time costs money. If you are not skilled at marketing can you save your time, money, sanity, and reputation by turning it over to a professional? Spend some time on research getting cost estimates for some of the methods you are considering for your company marketing. What is the cost to bring your website current? How much is a radio spot? How much would a brochure or flyer cost? Is there ROI in internet marketing and internet advertising? Make the calls
and get the numbers. If you do have more time than money right now, what do you feel comfortable tackling on your own? Determine what marketing efforts can extend your dollar farthest to keep connected with your customers all year.
List you top 3 Small Business Marketing Elements on your sheet.
5. Commit to Paper – Create a Marketing / Editorial Calendar
Do you have trade shows or annual events you attend or host? Do these require printed invitations, e-vites, advertisements, banners? Focus a few months in advance to get your marketing pieces in order. Think about your monthly marketing. Will you be creating regular blog and social media posts? Save time by creating an editorial calendar with topics to cover each month, plan your discount offers, sales, consider holidays, industry awareness weeks/days,
(Green companies could highlight 2015 as the Year of Light, National Arbor Day, restaurants could announce National
Soup week, etc.)
List the Top 3 Calendar Items on Your Sheet
Good luck! Remember taking time now to complete this exercise can set your course for the entire year! If you need help contact us. Have questions, post them below, you never know others may have the same question and you will be helping them. COme back next month for another small business marketing worksheet!