Creating A Marketing Plan For A Small Business

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Look at recent financial reports, current and past sales numbers and your product and services list.

You'll also want to gather together information about your target market.

Marketing is about creating a conversation with people and measuring that conversation to see how well it's working. How does that conversation change tone, or meaning, as the marketplace changes?

As you start executing your strategies keep that top of mind. This is the section where you get down to the practical nuts and bolts of your marketing plan.

The best plans are flexible, letting you make adjustments as you gain experience, data and insight into what works.

Before you can sit down to write, you'll need to do some market research.

This should help you answer questions like: If you did any research when you developed your business plan, you may already have this information.

If not, talk to your salespeople and your customer service staff.

Define your market and discuss your customers' needs and any other market factors that might affect your customers' purchasing patterns. If you have more than one target market, describe the product lines associated with each one. Specific objectives are more effective because you can define the steps you need to complete to win.

What are the characteristics of your target market? This section should also include information about: Products/Services. To make objectives specific, start with knowing what success means for you. This will help you better evaluate the strategies and tactics you implement.


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