Marketing is a critical component for any business.
Most small business owners struggle with making marketing work for them. They are experts in their business as an MSP, VAR or Agent, however, they simply don't have the time to become experts in the ever changing world of marketing, much of which is digital.
So instead of taking a laser-focused, strategic approach, most of these companies have a fragmented approach with a collection of tactics and activities. On a good day, the business owner doesn't really know what is or isn't working for them. On a bad day, they feel like blowing it all up, firing their marketing person -- if they have one -- and cutting their marketing investment and doubling-down on their sales resources. If this sounds familiar to you, I recommend that you regroup and develop a marketing plan.
A marketing plan is a strategic roadmap for how your business communicates with your target audience to successfully promote your company, products and services. What should your marketing plan include?
A situation analysis that describes your company, background and incorporates any marketing research you have conducted or insights into your market.
Your target audience(s) defined by segment.
Your competition defined -- what businesses do you typically go head-to-head with when responding to RFPs or submitting quotes?
A SWOT analysis -- the Strengths, Weaknesses, Opportunities and Threats your business faces.
Products and services you offer including percentage of your annual revenues and profitability.
Goals with quantifiable measurements.
Strategies that broadly define how you will achieve your goals.
Tactics that you will employ that align with your strategies and which you will employ to achieve your goals.
Tracking mechanisms that measure each tactic and its result to evaluate your success and identify areas for improvement.
A timeline for your plan and tactics.
Budget available to support your plan.
Want to learn more? Reach out to me at susanelder@ignitepropel.com.