Business Marketing and Sales Center

Small Business Marketing Plan

A useful marketing plan connects a specific customer and offer to repeatable actions that the business can afford and measure. It should guide decisions, not sit untouched after it is written.

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Define the customer and offer

Describe who has the problem, what they are trying to accomplish and why they should choose your business. Avoid claiming that everyone is the customer.

Name the strongest customer segment
State the problem in customer language
Explain the result your offer provides

Choose focused channels

Select channels based on where customers search, learn and make decisions. A smaller number of well managed channels usually performs better than inconsistent activity everywhere.

Match the channel to buyer behavior
Set a realistic publishing or outreach schedule
Connect every channel to a clear next step

Measure and improve

Track leads, appointments, sales, revenue, cost and retention. Review results on a regular schedule and move time or money toward activities producing qualified customers.

Set a baseline before changing tactics
Use consistent tracking
Stop confusing attention with revenue

Frequently Asked Questions

Questions About Small Business Marketing Plan

How long should a marketing plan be?

It should be detailed enough to guide action. A clear working plan can be short if it defines the customer, offer, channels, schedule, budget and measurements.

How often should it be updated?

Review results monthly and revise the larger strategy when customer behavior, offers or business goals change.

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Build visibility and relationships.

Use your Chamber profile, events, referrals and member connections to put these strategies into action.

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