Why is marketing planning seen as difficult?  Coming up with a budget and a step-by-step approach to marketing is simpler than you would think, and removes the complications.

Forward planning is essential for every part of a business and marketing is no different.  Planning allows you to allocate your cash in a strategic way so that your money achieves the best result.  According to a recent study (perhaps funded by an advertising agency?) around 8% of turnover is about right for marketing expenditure.  Hmm?

It is important to know not only how much you have to spend but just as critical how you spend it.  That's why the "hmm"!  The 'old rule' was 4%, and I question 8%.  It is hard to not only find but to get the customer's attention, and the study seems to conclude that if you're marketing everywhere you must be noticed.

Nope!  Know the target market, where is the target market, define your competitive difference, test and find out what works in reaching your market, analyse results, and then continue what is giving you a Return on Investment.  Targetted marketing beats a shotgun approach every time.

Prepare a 12 month marketing plan, not too big or too small, just the right size.  If you don't have a template, call us, and we'll provide you with one.  Assume there are three objectives for your marketing; to acquire more leads, to improve conversion rates from leads to customers, and to retain more existing customers.  There will be a different strategy for each area.

If you'd like some suggestions on the how-to for strategies and tactics, our free Business Growth material is really practical.  It's internet based, over 70 practical guides on 'how-to' on just about every marketing issue, download or print what you want, and absolutely no cost.  I don't know anyone else who provides this material, it is available free for our clients, and it works as long as you don't FTI ('fail to implement').

A marketing plan is different for every business, it depends on a combination of goals, what you're trying to achieve, and your resources.  Also, it's not just about a website and social media, direct mail can work well, so can advertising in selected media, seeking referrals, and networking.  For example, 36 marketing concepts are recommended for accountants, but four or five work well, so we don't use the rest at this time.

Measure your spending and the results achieved from each program.  Test small samples first, then analyse why one activity succeeded and another did not.  Be patient and follow through on all your marketing efforts.