Marketing Plan Essentials for
Small Businesses and Organizations
Boost Impact Without Increasing your Budget

By Joe Haddad

Mention marketing to a small or mid-size business owner and you will often hear, “We can’t afford much advertising.” While advertising is one way to reach customers and prospects, today’s businesses need a carefully considered strategic marketing plan to get the most from their efforts.

Developing a strategic marketing plan demands greater insight than simply deciding on marketing tactics (i.e., ads, brochures, etc.). While developing a plan is often best left to professionals, there are some fundamentals any business can follow.

Step 1: Understand market trends.
Determine what your organization must do to achieve its objectives based on an understanding of current and future markets. In other words, make sure you have a product or service that the marketplace wants. Soliciting honest feedback from customers is a good start.

Step 2: Segment the market.
A major trend among businesses and organizations is to align their offerings and strategies according to market segments. This is much more effective and economical than trying to reach everyone through mass marketing. Market segments are characterized by demographic traits (age, education, geographic location, etc.) and lifestyle traits (adventure seekers, busy moms, active seniors, etc.). Today, marketing to market segments is easier and more cost-effective. For example, digital print technologies have made it economical to replace a single mass mailing with multiple, customized pieces.

Step 3: Build a meaningful identity.
The concept of identity or “branding” goes far beyond a catchy name, logo or slogan. Based on what you have learned about customers and the marketplace, determine what selling points represent the greatest value. Understand what distinguishes your product or service from the competition and why someone would want to do business with you. Build an identity through a variety of tactics: product labeling, signage, newsletters, product/service brochure, Web site, promotional products or even a direct mail campaign capturing the interest of your target market.

Step 4: Create a customer-focused culture.
Employees are an often overlooked, but highly effective marketing tool. Their behaviors, along with their ability to communicate with customers and gather feedback, are all essential parts of a strategic marketing plan.

Step 5: Optimize customer interaction.
Smart businesses know the most effective way to grow a business is with current customers. Develop ways to stimulate repeat purchases, cross selling of other products and services and referrals.

Step 6: Choose the right channels.
Part of your marketing strategy includes how to most effectively – and COST effectively – reach targeted customers and prospects. New developments in information and communication technology have created numerous new channels. Remember that marketing is a process. Listening to the marketplace, refining products and services to meet changing needs and attract customers’ attention are a dynamic series of events. When you think you are done, repeat Steps 1 through 6.