Don't be overwhelmed with marketing your business. Here is a template plan, asking the questions that are key for the marketing of any business and a list of all the things YOU can do yourself. Choose at least ONE thing per month to do, starting now.
Before you start - ask yourself these questions:
- Do you have a database? Even using excel is better than nothing. Have prospects, clients and suppliers information.
- Do you track – “where did you hear about us”? This is crucial to knowing what works and what doesn't.
- Do you have website statistics? You can have these for free using Google Analytics so if you don't have web stats then ask your website guy to set this up for you.
- Do you have an email/web address that is relevant to your business? Remember if you are an Australian business you need a .com.au and if you are global you need a .com. Have a URL that IS your business name, not just an abbreviation.
Now its time to Create Your Action Plan
1. What are your products/services? List these and see where you are doubling up. Simplify the terminology used - avoid using the jargon of your industry. Group products and services in common sense ways so people exactly what it is when they read/see it.
2. Target Market – who are you targeting with your products/services? Don't target everyone - as those who "want everything end up with nothing" so don't be broad, be specific. Group in terms of age, destination, occupation etc.
3. Competition – who are your top 5 competitors and what is different about them? Ask around and search online for who your competitors are. Direct competitors are obvious. Indirect are other businesses your clients could choose to spend their money instead of with you. For example - choosing an accountant over a business coach. Do some mystery shopping with your competitors.
4. Branding – use SIX words to describe your brand/business - Words that truly describe what you are all about. What do YOU want to be perceived as? These words will then be used throughout all your collateral, email and website.
5. What is YOUR Unique Selling Point? Now you know what your competitors are doing and you have your 6 words - what is it that makes YOU different. Try not using "premium service" but something truly different.
Create a positioning statement using these words and your USP - and use this statement in all that you do. Let it guide you in business. Print it and place it, along with your 6 branding words on the wall at your desk.
6. Budget – what is your budget for ALL marketing related activity? (set a monthly budget as it is easier to keep track)Too often people don't account for marketing in a wholistic way. Your marketing budget should include ANYTHING that promotes your business. Website, design, printing, networking functions etc. Write down what you would like to do, find out the costs involved and prioritise to decide which ones to keep.
Putting it Together - Now that you have an idea of what you are all about, check out our DIY Marketing Ideas List blog post for a list of marketing activities you can do yourself. Then use our calendar template and start adding a marketing activity per month (minimum).
All the best!
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