I know that times are uncertain right now and things feel like they're changing daily because in some ways, they are. You can market your business now, even during the coronavirus pandemic. You will very likely need to change what you had planned on doing for Q2 and maybe even Q3. Follow this step-by-step guide to understand how to make the necessary shifts in your business.
When it comes to marketing success the most critical key is your marketing plan and how well you execute upon the plan. It’s that simple. There are so many options to choose from when trying to decide how to market your business that it can be overwhelming but it doesn’t have to be. In this post, I’m going to break it down in an easy to follow step-by-step manner, and by the end, you’ll know how to create a marketing plan for your business too.
The first thing you need to do is make sure you understand who your audience is and what they need from you. Without this core information, you will struggle to succeed in business.
Answer the following questions –
If you’re not sure how to answer these questions, then I encourage you to read more on identifying your audience, targeting your messages, and sending them at the right time. I’ve covered all three topics on the blog previously, and the posts will help you with this part of the process. If you need more information on creating your marketing strategy this post will help.
Gather all the data you can about your customers and how you can help them. For example, if you run a business that caters to families with children and you can provide entertainment or childcare for school-aged kids when school is not in session, then you need to pull the school calendar for the district(s) in your area.
Write out your goals. What are you working towards this year? Have you decided on and written your goals down?
Do you have SMART goals?
If you’re not familiar with SMART goals now is the time to learn about them and start using them in your business. Your goals need to be SMART from this point forward. This formula helps keep you focused on goals you can achieve.
Example SMART goal – I will increase sales by 10% year over year during 2020.
Now, determine how you’re going to achieve that SMART goal.
I will increase sales by 10% year over year during 2020 by adding a special event and holiday break camps/play days to my schedule.
If you’re creating a marketing plan for the year, you’ll need more information about priorities and promotions than if you’re working on a monthly or quarterly plan. Either way, outline your sales, new products, and other seasonal priorities.
Look at the days the schools close for vacations, holidays, summer, and teacher in-service. Which of these days will you be open and offer childcare, playdate, or camp type events?
Get a large desk calendar, a dry erase wall calendar, an online calendar, whatever works best for you and start by filling in the dates for your special events, promotions, product launches, and holidays.
From here, you’ll work backward to determine when you need to start promoting things. If you want to have SEO work for you, then you’re going to want to work at least one quarter in advance so that your content and optimization has time to start working. If you’re going to run ads, you need to find out if there are any deadlines you need to meet. Gather all the information you need about your planned marketing channels.
You can use our Marketing Plan template to get started. Request a copy of it here. The template walks you through the process and helps you figure out when, where, and how to market your business.
Mark all the school breaks on your calendar. Decide which days you’re going to open and what you’re going to offer on those days. Write the date & promotion on the calendar. Add the holiday information next. Which holidays will you host special events or themed days? Write them down.
Determine when, where, and how you'll market your business
Look at your audience information, your goals, your planning calendar and determine when and where you’ll market your business. If you have a website, you should include event information there. If you’re on social media, you’ll want to share on each channel. If you belong to a local chamber or another local group that has a community calendar be sure to add your event to the schedule to build additional awareness. Plan everything now so that you can quickly execute on it all later.
For each event that you’re going to market, you’ll need to identify which channels you’re going to use. For example, if you’re hosting a special Spring Break camp, then you might want to add a page on your website, share it on social media, email your list about the camp, and maybe invest in Facebook ads to share event information. If you have community event boards you can post on you’ll want to add it there too.
As you go through the year, track your results and don’t be afraid to refine your plan. If something isn’t working well, it’s OK to try something else. It’s best to give it at least 90 days before making a big switch, but it is OK to change things up. Try one new thing at a time and keep the rest consistent.
As you host each event, you’ll want to note what you did for your marketing and when you started the campaign. You’ll want to note how many people responded to the offer, how many showed up, etc. Keep track of information for each marketing channel so that when it comes time to put together your plan for next year you know what worked and what didn’t work this year. If you know what worked well this year, it can save you a lot of time next year. Review and refine. If something doesn’t work at all for one event, try something new next time. Ask your customers if you can.
That’s how you create a marketing plan for your small business. It’s a step-by-step process that focuses on serving your customers, reaching them where they spend time, offering something that’s helpful to them, and tracking your results so that you know what worked and what didn’t. Try new things. Add a new promotion or event to your plan this year. Keep track of everything you do so that you know what works for your business. Good luck!
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