What Should It Look Like?

"What should my marketing plan look like?" is one of the most frequent questions we get from small business owners.  

I know you'll hate this answer, but it depends.  

It depends on you.  Are you a big-picture thinker or do you like to have every detail planned out?  

Instead of focusing on what it should look like, let's focus on what it should contain:

1. Goals - where do you want to be?  Do you want to increase sales?  Do you want to make customers more aware of a specific product line?  These goals need to be specific (i.e. - increase sales by 20% in the next 12 months).  
2. Audiences - who will you be reaching out to?  Current customers?  New customers?  Joe Public?  These audiences should also be specific (having the target market of anyone between the ages of 2 to 80 is not specific enough).  
3. Messages - what are you going to be saying?  Considering where you want to go (goals) and who you want to tell (audiences), consider crafting some overarching messages you'll use.  This message should be consistent throughout all of your marketing - whether you're using social media, newspaper, or a flyer on your front door.  
4. Details - how are you getting it done?  Even the big-picture thinkers need a few details in order to take the first step in the right direction of a long journey.  Consider action items, due dates, budgets, and who will be responsible for certain items.  

Think of your marketing plan as a map on how to get to where you want to go.  Try not to get hung up on what it looks like.  After all, if your friend draws you a map on a napkin and you're able to get to the party, isn't that what really matters?  Focusing on where you want to go and following the directions you set out for yourself are the most important part of the plan.  

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