The micro and small business marketing plan is a guide that will guide those involved with the company to make decisions about their communication actions.
Where to invest?
What social network to be on?
What kind of action to take?
It’s a very common mistake to believe that marketing planning is just for big companies.
The truth is that the reduced capital of small and micro companies makes a marketing plan even more relevant for this type of business.
The micro and small business marketing plan aim to prevent you from losing money on actions that do not bring returns.
It looks very good and it really is!
But how to put together a marketing plan?
Next, we created an 8-step guide that every entrepreneur can put into practice to improve the results of their investments in advertising and marketing.
Marketing plan for micro and small businesses: how to do it?
1. Assessment of the current scenario
Before planning the future, it is necessary to know the present.
Conduct an internal business analysis identifying:
- your main marketing needs;
- which actions have already been taken and which worked;
- what are your marketing goals?
Take the opportunity to analyze the external environment as well:
- research your competitors and what marketing actions they are taking;
- in which communication channels are your customers;
- how your customers see your business;
- what level of satisfaction;
- there are loyal customers to the brand;
- is there any communication channel opportunity that could be part of your marketing plan?
This analysis will help you determine which type of strategy is best suited to your business.
2. Investment plan
How much can you invest in marketing?
By investment, I mean an investment of time and money.
Even if you start slowly with theoretically free actions like blogging and social media content production, will anyone need to make these updates?
Define who and organize the professional’s routine so that he has time to think and execute the campaigns.
It is important that your company plans to make financial investments in marketing.
These investments can be directed to various sectors such as:
- hiring a professional or agency to carry out marketing actions with more knowledge;
- optimization of websites and blogs;
- domain purchase and website hosting;
- carrying out sponsored ads on platforms such as Google Adwords and social networks;
- production of relevant content ;
- hiring an automation software for managing emails, creating landing pages and social networks.
Even if you don’t have a budget, there are things you can do that don’t cost money. Over time, organize yourself to improve your results.
An interesting investment is that 15% to 20% of the company’s revenue is directed towards marketing actions, but this is just a proposal.
Read more at Digital Marketing for Small Businesses: TOP 7 Strategies
3. Define a period for the plan
To start organizing your marketing plan for micro and small businesses, we recommend that you establish a period of one year.
As the actions go by, it is important that you keep an eye on the results to understand what is bringing more or fewer results. However, we’ll talk more about this topic during the next topics.
4. Define your marketing goals
Many people find it impossible to create and set marketing goals and objectives. Believe me, there is no need to be so afraid of this stage of your planning.
Frankly think about what you want to achieve by investing in marketing. “More customers”, of course!
That can be a goal.
Just try to make it more real, like “Increase the number of company’s customers by 10% by December”.
Another way to measure this objective is to use the increase in sales as a measure, for example, “Increase the company’s sales by 15%”. This means that you may have only gained one customer and reached your goal.
Each company must understand the best strategy to define the best way to monitor the results.
Another tip is to not just have a general metric like sales increase to track your marketing results. Even because a sale doesn’t just depend on marketing, right?
To measure the efficiency of your actions, we suggest that you also measure marketing indicators such as:
- increased traffic to the website;
- the volume of leads captured;
- increased volume of qualified leads;
- increased engagement on social media;
- more clicks on email marketing;
- better open rate and more.
Always use numbers to define your goals and be as specific as possible!
To learn more about this subject, we encourage you to watch the video below. 😉
5. Know the persona your business wants to serve
Persona is a new, more complete term for the target audience.
The target audience said a lot about their prospect’s demographics such as:
The persona focuses and additional elements such as:
By learning how to create a persona, you come to know:
- which speech to use to attract this potential customer (you will try to answer their doubts and needs);
- where to look for this client (what platforms it is on).
Also read: How to create personas for your business
6. Define your actions
With your goals in hand, your investment capacity, type of persona and where she is, it’s time to think about the actions you are going to put into practice.
There is a huge list of marketing strategies you can choose from.
If you want to attract more customers, some attraction actions are:
- IF THE;
- sponsored links (such as Google Adwords);
- content marketing (which will support the SEO strategy);
- social media etc.
To generate more leads :
- rich materials like ebooks;
- landing pages;
- site exit popup;
- learn how to generate leads on Facebook and more.
In the lead-to-customer conversion phase :
- e-mail marketing;
- marketing automation;
- SMS and chatbot;
- content marketing;
- follow-up, among other actions.
7. Create an action plan
Now that you have everything in hand to put together a marketing plan for micro and small businesses, you need to write down the tasks you want to accomplish and prioritize.
You don’t have to, and shouldn’t, start all at once.
Select some actions that you think are priority.
You can indicate in the action plan when to start a strategy .
That way, in February you can start with social networks, in April create a blog; in June create a landing page with rich material …
When organizing your plan indicate:
- what will be done;
- when will it be performed;
- who is responsible.
8. Measure results and make adjustments
Although you have technically created a marketing plan for micro and small businesses, you should not forget to check it monthly and track its results.
Don’t let your plan stay in the drawer! He must be constantly monitored!
Knowing and analyzing the main digital marketing metrics will help you in this process.
We hope that this guide on how to organize a marketing plan for micro and small businesses has been useful in helping you to start putting actions into practice in a planned and strategic way.
Some actions in your marketing plan will depend on Inbound Marketing and automation tools and techniques, so please contact our team. The Lahar offers solutions to optimize their work and facilitate the monitoring results and managing leads. Get in touch with our team and find out how we can help your company.