Developing a Basic Marketing Plan

Step 1: Define your goals

Create a simple document that defines your marketing goals (example: bring in $X,000 worth of business from new clients this year, or attract 10 new clients through your website).

Step 2: Make a list of prospective clients

Find businesses or people that are most likely to need your products or services.

Keep in touch with past clients or customers

“A bird in the hand is worth two in the bush.” In marketing terms, this means that your existing clients or customers are often your best marketing targets. Touch base with them periodically—in person, by phone or with a mailing/email. Even if they no longer need your services or products, they might refer you to colleagues and friends.

Target new prospects

Next, think beyond your typical client and come up with new target markets that might be interested in what you have to offer. Figure out some effective ways to educate them about your business: a new section on your website or a new trifold brochure targeted specifically toward them. Maybe you’d like to host a free seminar or workshop to draw in more clients/customers.

Step 3: Develop an action plan

Do some brainstorming to figure out ways to reach your prospects. Write up list or chart that outlines specific actions: calling current or past customers, joining a business organization or sending out a mailer to draw visitors to your website. Include a budget for any hard costs you might encounter. Make sure to assign each action to a specific person and give the task a deadline.

Step 4: Implement the plan & track results

Track the results of your actions in a chart or spreadsheet to measure their effectiveness (example: open house generated 7 leads; postcard mailer got 12 responses). If something isn’t working, rethink it, develop a new strategy and move ahead.

—by Eve Wyatt: web, writing and design for small businesses

Also check out the articles Maximize Your Marketing Materials and Marketing Programs for a Small Business