A great marketing strategy is vital to the success of your business. As a small business owner, a well-planned marketing strategy will help your business thrive in this ever-evolving digital era. A marketing strategy can help you manage your business goals, keep you organised, help you to make decisions and measure the success of your business.
Are You Winging It?
Without some form of marketing strategy, you are essentially wasting your time, money and working hard in the totally wrong direction. You may be doing work that is better done by someone else or you may be putting your efforts into the wrong area. For example, you may be building up your Twitter following without realising that most of your potential customers are not using Twitter regularly so they won’t see all your hard work.
Start with the End in Mind
When developing your marketing strategy or marketing plan, not everything needs to be done at once. Break the process down into small, manageable steps using your business end-goal as a starting point. Think about your long-term and short-term goals, your business objectives and what you want your business the achieve. If you already have an online presence within Australia, your strategy may include growing your target markets and followers – otherwise known as your ‘tribe’. You may also want to grow into global markets and export your products or services. In turn, this would increase your leads and sales. Break down this ‘big picture’ goal into clear, smaller goals and decide how you will implement and manage them.
What Are You Good At?
As a small business owner, you may already be managing every aspect of your business’ marketing, including social media posting, website updating, sharing photos and comments or you may have help from others. Ensure your marketing strategy reflects the skills you bring to your business as an entrepreneur. The process of creating a marketing strategy for your business will also identify the skills you may need to learn to further your success. With so much free information on the internet, do some research and learning to make decisions about what aspects of marketing you will do, and what you need help with. Outsourcing roles may become a viable option, as well as purchasing equipment, apps or software to save time.
Stay on Track
Marketing can easily get out of hand. You could literally spend the whole week doing marketing for your business. To implement any marketing strategy, you need to learn how to manage your time efficiently. If you are writing your own blogs, social media posts and website content, make sure you plan how long this takes you ahead of time to stay stress-free and on top of your commitments. Your marketing calendar is critical to your success. Make sure you use it to its full advantage and block out times for things like developing your marketing content.
Consistency Equals Success
As the great entrepreneur, Marie Forleo says, success doesn’t come from what you do occasionally, it comes from what you do consistently. Success, for your business, may include how many business leads and sales you gain, how many likes and shares you gain on social media and how many people view your website. Decide what marketing success is to you. Measuring this success on a day-to-day basis is necessary in achieving your end-goal. You will be able to see trends in your marketing in the long term and adjust your strategy.
Creating a great marketing strategy or refining the one you already have for your small business is key to being successful. Remember, a strategy is simply how you are going to do something. Spend the time to develop your marketing strategy and work with it day by day to achieve business success.
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