The One Small Business Marketing Tool you Can't do Without

It constantly amazes me how much time and money small businesses waste on
marketing. Time and again you will find a small business owner spending
time and/or money on the latest gizmo or fad without any idea of how it will
benefit the business - in other words the decision is a straight thumbsuck.
Very often it's a case of the business surviving despite
the marketing!

You need to realise that your small business is impacted, either positively
or negatively, by your marketing. This marketing might be the result of a
conscious decision on your part,such as deciding to sponsor a golf day, or it
could happen by default e.g. you forget to attend the AGM of your local business
association.

Either way, you have sent a message to your potential clients about your business.

The trick then is to ensure that all your marketing actions, and inactions, are
designed to benefit your business. Enter the one small business marketing tool
you cannot do without: The humble Marketing Plan.

Before you yawn and reach for the TV guide, let's briefly consider how this business
tool can benefit your small business.

1) A properly constructed and considered marketing plan defines what your target
market is. It tells you who you should be targetting with your marketing efforts.
If you know that, then you are not going to spend time and money on marketing
efforts that aren't going to reach your target market. Result: Marketing Plan 1, Thumbsuck 0.

2) A marketing plan gives you control. You know ahead of time what, where and how you
are going to do your marketing. This allows for better allocation and control of budgets
and human resources.Result: Marketing Plan 2, Thumbsuck 0.

3) A marketing plan ensures that feedback mechanisms and measurables are in place
so that you can quantify the results of your marketing efforts and make improvements
for the next time.Result: Marketing Plan 3, Thumbsuck 0.

I hope you are beginning to get the picture. A Marketing Plan is the critical
small business marketing tool that you can't do without if you are going to
grow your business successfully.All other marketing tools and marketing activities
are implemented in terms of the marketing plan. Final score: Marketing Plan 4, Thumbsuck 0!