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Marketing essentials

How to create a marketing plan for your small business - build a brand, target customers and set prices that will maximise sales.

Online marketing

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Advertising

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

PR and promotion

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

How to write a marketing plan - checklist

If you run your own business – no matter how small – you need a marketing plan. Here are the key steps you need to take to create an effective marketing plan for your business

  • Start by describing your market, draw up a customer profile and list the key market trends. Highlight any new markets that your business could target.
  • Do a SWOT analysis to identify the key factors affecting your business (strengths, weaknesses, opportunities, threats) that might inform your marketing strategy.
  • Assess the sales potential of different market segments or products. Decide who to target and set objectives to guide your marketing.
  • Ensure that you have a strong brand identity so that your marketing activity is consistent and effective. Draw on your USPs to write marketing content and advertising messages.
  • Create a customer communication plan; decide how you will keep in touch with customers using email marketing, text messaging or phone calls.
  • Consider ways to reach potential customers in your local area. Start by registering with Google My Business to make sure your business is found in local searches.
  • Decide which social media sites will best serve your business and create a plan for regular posting and engagement.
  • Look at opportunities for advertising - in local press, on social media or on Google for example.
  • Don’t forget that your website is a crucial part of your marketing strategy. Make sure it is up-to-date, use SEO to optimise your website for search and ensure that the customer journey makes it easy to browse and buy.
  • Identify PR opportunities that will help you get free publicity and raise the profile of your business.
  • Devise a strategy for face-to-face marketing. This could include exhibitions, events and sales meetings.
  • Create a plan of action by selecting the marketing activities that fit your business goals. Find ways to track the effectiveness of each of your chosen marketing methods.
  • Research what customers value, such as product features, quality, image or customer service. Review the effectiveness of previous marketing initiatives such as advertising campaigns or sales
  • Consider the implications of your marketing plan for your business; arrange for staff training or source specialist help from freelancers to bring your marketing plans to life.

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