After all, stuff like airplane banners are great, but not if they sink your whole marketing budget.
Ask yourself, what's the best way to get your message in front of your target market?
In marketing parlance, marketing strategies fall within what's known as the four Ps: product, price, place (distribution) and promotion.
For a typical small business, promotion will form the bulk of your strategy.
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.It will help you understand yourself and your customers.Writing it down forces you to think through tough problems, come up with repeatable solutions and positions you for success.You want to address how you'll implement your strategies and achieve your objectives by breaking things down into action steps or smaller goals.You already did a bit of this when you considered the implementation methods you would use for each marketing strategy.Once you've gathered market research, it's time to prepare your Market Overview section. What strategies are they using and how are they positioning themselves in the market? What kind of an impact do they have on your business? Now that you've described your current market situation and analyzed how various aspects of it affect your business, it's time to set your marketing objectives. Think of your marketing objectives as answering the crucial questions: What is my plan going to accomplish? Some examples of common marketing objectives include: It's a good idea to make each objective conform to the SMART goal criteria.Begin this section with a description of your market as it currently stands. Include details about sales, prices and gross margins. SMART = Specific, Measurable, Attainable, Relevant and Timely. To align both you need clear, measurable objectives.These are the employees who engage with your customers on a daily basis, and their feedback will give you valuable insights about your customers and prospects.Fill any gaps by talking with your employees and researching publications from trade and professional associations specific to your industry. Are any recent major developments affecting your distribution channels? Once you have the specifics down, consider what you can do to reduce the impact of these threats.Does your ideal customer spend a lot of time on social media? Are there particular events or activities which are a big draw?Once you know where your target market can be found, you can brainstorm the most effective ways of reaching them.