Marketing Plan tips for 2011

You run a successful business so why do you need a marketing plan? A marketing plan can help you to generate a better return on your marketing investment. It can help you save money. You can even pre-empt your competitor's next move and leap ahead of them. Here are 9 tips from Maria Anderson from Sustainable Marketing (winner of Best Small Business).

1. Set a marketing budget so you know when to stop investing. Companies that don't have a budget often spend more than they need to as they don't have an upper limit.
2. Ask your favourite clients why they like to buy from you. You can use this information to develop marketing messages that explain why you are different. These messages will attract other similar minded clients.
3. Discover and promote your brand's story. Each business has a unique story. Clients feel a stronger connection (and purchase more) from brands with a story that appeals to them.
4. Promote the core products your customers buy first. This will attract more clients and generate more sales. Promote your less popular products and services when they visit your business.
5. Focus on your top performing marketing activities first. Not all marketing activities are equal. Some marketing activities will generate a better return than others.
6. Embed marketing processes into your everyday activities. Get into the habit of using marketing processes, templates and script guides each week to generate ongoing sales.
7. Build a website that is engaging and can be found by Google. Investing in a website is a waste of money if 1) it doesn't engage your target audience and 2) if people can't find your website through Google e.g. Would you hide your shop or building?
8. Get into social media before your competitors do. Social media (e.g. facebook) is a great way to strengthen your relationships with existing clients. Linkedin is also a great tool for identifying new prospects and converting cold leads into hot leads.
9. Measure your advertising through special campaign urls. Include a special, easy-to-remember campaign URL in your advertisements or editorials (for example: sustainablemarketing.com.au/marketingplan) promising a special offer (such as the free strategy and calendar below). With a Google Analytics account, you can count visits to each capaign page, helping you assess the effectiveness of your advertisements and refine your choice of publications.