In reality, being a doer is perhaps the ultimate mark of a successful person. It's what makes entrepreneurs a rare breed. Rather than thinking or wishing, they get out there and make something happen. To "do" the right marketing activities the right way you must start with a marketing plan.
You don't have to kill a tree to create an effective marketing plan. In fact, you can create a successful plan for your small business in just one day.
STEP ONE - UNDERSTAND YOUR MARKET AND COMPETITION
It's as simple as; If you try to sell something that people don't want, they won't buy it.
Your market should consist of people who have dire wants that have not been met such that all you need to do is throw in the bait and it turns into feeding frenzy.
Ask yourself these questions:
1. Are there segments in my market that are being under served?
2. Are the segments of my market for my product or service big enough to make money?
3. How much of a share of that market do i need to capture, to just break even?
4. Is there too much competition in the segment of my market to be competitive?
5. What are the weaknesses in my competition's offering that can capitalize on?
6. Does my market want or value my unique competitive offering?
STEP TWO - UNDERSTAND YOUR CUSTOMER
Don't confuse "wants" with "needs". "People don't necessarily buy what they need, but they will most always buy what they want. To really get to know your customers you will need to ask yourself questions such as:
1. How does my potential customer normally buy similar products? (e.g. in a store, on the Web, door-to-door)
2. Who is the primary buyer and the primary buying influencer in the purchasing process? (e.g. husband or wife, purchasing agent, project leader, secretary).
3. What kind of habits does my customer have? For instance, where do they get their information? (e.g. television, newspapers, magazines)
4. What are my target customer's primary motivations for buying? (e.g. looking good, avoiding pain, getting rich, being healthy, being popular, etc.)
STEP 3 - PICK A NICHE
If you say that your target customer is "everybody" then nobody will be your customer. The Marketplace is jam-parked with competition.
Carve out a specific niche and dominate that niche; then you might consider moving on to a second niche (but not before you've dominated the first one!).
Make sure to choose a niche that interests you and that is easy to contact. There is nothing more destructive than to pick a niche that you can't communicate with or that costs you a ton of money to contact.
STEP 4 - DEVELOP YOUR MARKETING MESSAGE
Your marketing message not only tells your prospect what you do, but persuades them to become your customer.
You should develop two types of marketing messages.
Your first marketing message should be short and to the point. Some may call this your elevator speech or your audio logo. It's your response to someone who asks you, "So, what do you do?"
The second type is your complete marketing message that will be included in all your marketing materials and promotions. To make your marketing message compelling and persuasive it should include the following elements:
1. An explanation of your target prospect's problem.
2. Proof that the problem is so important that it should be solved now, without delay.
3. An explanation about why you are the only person/business that can solve your prospects problem.
4. An explanation of the benefits people will receive from using your solution.
5. Examples and testimonials from customers you have helped with similar problems.
6. An explanation about prices, fees, and payment terms.
6. Your unconditional guarantee.
STEP 5 - DETERMINE YOUR MARKETING MEDIUM(S)
This refers to your communication vehicle through which you deliver your marketing message. This means that you want to choose the medium that delivers your marketing message to the most niche prospects at the lowest possible cost.
Some of these tools may include;
"Newspaper ads, Posters, Contests, Card decks, Seminars, Television ads, Signs, Sweepstakes, Door-to-door, Teleclasses, Radio ads, banners, Trade Shows, Yellow Pages, Articles, Classified ads, Newsletter, Charity events, Networking, Infomercials, Billboards, Take-one box, Telemarketing, magazine ads, Special events, Sales letters, Flyers, Email, Movie ads, Ezine ads, Postcards, Door hangers, Agents, media releases, Fax Broadcasts, Brochures, Gift certificates, Word-of-mouth, Website, Sign picketing, Business cards, Catalogs, Air Blimps, Public speaking, Window display".
The trick is to match your message to your market using the right medium. Success will come when there is a good match of these 3 elements.
STEP 6 - SET SALES AND MARKETING GOALS
A "wish" is a goal that hasn't been written down. When creating your goals use the SMART formula. Ensure that your goals are: SENSIBLE, MEASURABLE, ACHIEVABLE, REALISTIC, and TIME-SPECIFIC.
Once you have set your goals, implement processes to internalize them with all team members. such as reviewing them in sales meetings, displaying thermometer posters, and awarding achievement prizes.
STEP 7 - DEVELOP YOUR MARKETING BUDGET
Your marketing budget can be developed several ways, depending on whether you want to be more exact or to develop just a quick-and-dirty number. It is good to start out with a quick-and-dirty calculation and them=n to support it with further details.
Conclusively, You would have to study up a bit more about your marketing medium(s) of choice, its appropriateness for your message, and its associated costs. But try not to make the development of your plan a laborious, drawn-out task.
REMEMBER: 80% of your result will come from 20% of your effort.
(Article culled from: www.bestmarketingpractices.com)
Thanks for your time.
nicheTEAM (NT)
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