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Create a Marketing Plan in Five Easy Steps.

Many small businesses are busy with day-to-day activities

with no time left over to create a marketing plan to

follow. Well, summer is a great time to put together a

plan that will help build your company's image and provide

guidelines for marketing your business for the second half

of 2006.

Step 1: Determine Your Value Proposition What makes you

better and more valuable to your customers than the

competition? What is your major selling advantage? How do

you solve the problems facing your customers? Write down

the answers to these questions, then write a summary of

them. Try to narrow in on your value proposition until it

is a concise statement of 1 or 2 sentences.

Step 2: Create a Brand Identity for Your Business All of

your marketing and promotional materials should have a

consistent look and feel, and also have a consistent message.

Logos are important; if you don't have one, consider having

a professional create one for you. Also think about coming

up with a tag line or slogan.

Step 3: Develop Your Web Site It is an expectation today that

even small businesses have a company web site. Visitors must

be able to quickly find information about your company, where

it is located, and how to contact you for more information.

It's okay to start small and add features and content as your

business grows, but make sure you have a professional, useful

web site available as soon as you can.

Step 4: Create a Marketing Kit We are all familiar with the

standard "leave-behind" brochure, but for small businesses

it can be an expensive investment that becomes outdated very

quickly. A more useful approach may be to create a marketing

"kit" as an alternative. Try using a regular manila file folder

with a color label on it that has your company name, logo, and

slogan. Then add an introduction letter, a data sheet of

products and services, a press release, a short biography or

history, a current company newsletter, and any other collateral

that makes sense for your business. This way, your information

is "file-cabinet-ready" instead of ready for the "circular file,

" making it more likely to be read and saved.

Step 5: Promote and Advertise Map out a plan to do something

each week (or month) to help promote your business. Send out

press releases, sponsor community events, and place ads in

local newspapers or industry magazines. It takes approximately

six impressions before a customer will begin to remember your

company and what it does. Be creative - think of ways to be

visible and active in your community, and don't forget to look

for opportunities on the web, too. If you need some online

promotion ideas, check out the March 2006 issue of Biz Talk

(available in our archives).

Article written by Lauren Hobson.

About the Author: Author Bio::


Lauren Hobson

business for sale

selling a business


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