Why do I need marketing plan?
Once you know what you want, start analysing your short-term business objectives and try and figure out what marketing activity, process or price will help you achieve your objectives. When choosing marketing activities, try and choose activities that suit your business and your customers. For example, it’s not a good idea choosing newspaper advertising if your customers are primarily young women who might not necessarily read the paper.
It’s a good idea to choose multiple activities that complement each other, to help you get your message across. For example, if you’re trying to establish a new product in the market, you may choose to advertise on the local radio, as well as setting up a social media account and introduce a low-cost pricing strategy for first-time buyers. When used together, these strategies can start to complement each other and help you reach a broader market.
Sometimes figuring out what strategies will work is a matter of trial and error. It can be useful to market to a small sample of your customers and analyse the results. If a sample isn’t possible, you can try asking ten of your best customers directly for their feedback. Recording these details in your marketing plan can also help you plan your messages and work out what channels are right for your business.
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