Marketing success comes to those who make plans

WHETHER you're a one-man band or a multinational, if you don't have a marketing plan or it isn't written down, then you're kidding yourself.

I simply can't stress enough just how important an aspect a written marketing plan is for your business planning.

I often come across businesses that don't think they need a properly documented marketing plan (in many cases, there's no plan at all). Your business is marketing.

So if you're in business, any business - from plumbing, dentistry, law to landscaping and retail - you're in marketing. Your job is to market your products and services.

Here's just how important a written marketing plan is:

It will clearly define what markets are beneficial for your products and services and the type of customers you want to pursue.

Your plan will tell you when you've succeeded, when you've fallen short of your goals and when it's time to review your direction to take advantage of new markets, or fight against competitors.

Your marketing plan is an all-purpose document - if you don't have one, how will you know where the business is headed or how to get there?

There is no such thing as "yep, I've got it all up here". If it's not written down and documented, how can you measure your results? ow can you define who will be interested in your products and services? How will you know what media or methods work best for you?

Make it a priority to kick off the new year with a fully documented marketing plan. If you're unsure where to start, send an email to yale@better businessgroup.com.au and I'll send the report Creating Your Own Marketing Strategies.


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