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Assess, Refresh and Implement Your Small Business Marketing Plan

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Assess, Refresh and Implement Your Small Business Marketing Plan

by Donovan Dillon Contributor

Posted on March 20, 2015 22:42 PM

Spring is here! This is the perfect time for businesses to assess, refresh and implement their small business marketing plan. Learn from the past by reviewing what worked and what didn’t, and look to the future to see what strategies or small business goals should be implemented moving forward.

Budget Review

The first step in assessing your small business marketing plan is to analyze old marketing budgets. Determine which expenses improved your marketing efforts and which ones did not. There may be areas where expenses can be reduced or even eliminated if they are not providing a good return. As part of the budget review, determine what small business marketing was the most successful and expand on those ideas, eliminating the marketing efforts that did not bring the results you anticipated.

 

Channel Strategy

Once you have established a marketing budget, you are better able to determine where to focus your marketing dollars to see the most impact. Depending on size, budget, location and industry, your marketing plan will start to take shape. Consider both digital and traditional marketing options, as well as guerilla tactics to get your business in front of its target audience. For example, if your small business offers regional services, consider local radio and TV ads complimented by every door direct mail, this will likely give you broad brand awareness at the lowest cost. On the other hand, if your small business has a national target, digital marketing on the right social media, search and display networks may be your best bet. By factoring in target audience, budget, location and industry norms, you will be able to build a well-rounded small business marketing plan.

Implementation

The final step to small business marketing is implementing your marketing plan into action. Shop around for the best vendors and prices to reduce costs and save budget. In some cases, a small business may be able to partner with another business for a dual marketing promotion or exchange services with a vendor to reduce marketing costs. Finally, make sure you have a way to track the success of your small business marketing plan. Mailers should have QR codes to track the number of customers who use them, digital ads should have tracking and conversion pixels to determine clicks and sales, and so on. If your small business is a retail shop, consider a loyalty program that offers customers a reward for consistently doing business with you. After all, the best marketing benefits both the customer and the business!

If you are looking for a way to ramp up your small business marketing plan, MODsocket can help. Whether you need an app developed or are searching for ways to take your small business marketing efforts to the next level, explore our website and fill out the form below for a free 30-day trial.


About the Author

Donovan Dillon is President of Ad Giants - a Next Generation Marketing Services company specializing in software-as-a-service and creative solutions that improve sales and marketing effectiveness. Donovan has over 25 years of marketing, product management and technology planning experience. He was previously head of Marketing for Broadwing Communications, and has held senior marketing and technical positions with Level 3, XO Communications, and ATT.