What Makes a Well Rounded Small Business Marketing Plan?

When promoting your small business, you will want to develop a marketing plan that takes into account your products and services, your competitors and your customers. You will want to use multiple channels to target these customers with your message, as people choose different media to stay informed. Using email marketing, social media, mobile media or optimized websites to capture your customer’s attention will ensure you get your business in front of them.

Understanding your business and customers

By creating a marketing plan, you are creating a map of directions for what your small business wants to accomplish through marketing. You will want to start by identifying your target customer. Providing detailed information about your customer will help you determine who your best target customer is and what type of revenue you can expect from their purchasing your products or services.

It is also important for a small business to identify who its competition is and what core advantages they possess. Anticipate how they will respond to your marketing message, since they are going after the same target customers as you.

You will also want to develop a brand message that simply states the advantages of your products and services and how you plan to beat your competition. Creating this message will give you a clear idea around which to focus your marketing plan.

Using multiple channels for your marketing message

Once you understand your customers and the nature of your business’ marketplace, you will want to plan for the types of channels you will use to get your marketing message to your customers. Using multiple channels allows you to reach different demographics of your target customer group. Remember that not everyone reads email or uses social media, so it’s important to spread your marketing campaign across several types of media.

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Using channels such as email marketing will allow you to craft a message directly to your customer. There should be a call to action and links for the user to click on so you can measure the response and the effectiveness of your campaign. Keep your message simple and concise, as you only have a few moments to capture your customer’s attention before they move on.

One of the most popular marketing tools is social media, such as Facebook, Instagram or Pinterest. These sites offer an easy way to get your message out to the masses and have it spread as your customers share your post with their friends. You can gain a lot of traction with an informative post that your customers find helpful and pass on to others.


Pro Tip: Include case studies in your marketing plan to demonstrate your expertise!


The easiest way to reach your customer base with your marketing message is through an optimized website. Customers will be able to find your small business through Google searches based on keywords that you incorporate into your content. Don’t forget to use location in your keywords to target the customer base in your actual community.

With the majority of people using their mobile platforms for online use, it is important to craft your message for these devices. You want customers to be able to read your marketing message no matter what type of device they are using. Make sure your website is responsive to accommodate mobile devices so the customer has the best user experience every time they visit your site.

By employing these various types of marketing channels, you will ensure your small business has a well-rounded marketing plan that is designed to meet the differing needs of your target customers. By keeping it varied, customers will also see your marketing message in several spots, further implanting your message in their minds and allowing them to think of your business’ products and services when they are ready to make a purchase.


brianheadshotAbout Brian Rowland
Brian joined the BizIQ team as Director of Marketing and Education in January of 2016. He brings with him over 15 years experience in achievements in sales, marketing, and new business development through B2B and Consumer sales. Brian earned his MBA from Indiana Wesleyan University in 2008, and also served as an Adjunct Faculty Instructor for University of Phoenix.
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