During a recent social media workshop, I asked the audience to raise their hands if they had a marketing plan – a few people timidly obliged, but an overwhelming majority was like – yeah, right!
My message to them: It’s OK.
Small business owners wear many hats. There are phones to answer, payroll to complete, orders to fulfill, and that’s just before breakfast. You don’t need a 10-page marketing plan with colorful diagrams and fancy graphics – start by jotting a few ideas on paper and go from there.
Here are my 5 Tips for a One-Page Online Marketing Plan
- Every marketing plan should start by identifying a target audience, knowing where that audience spends time online, and developing strategies to reach them. Channels to reach targeted audiences include Pay Per Click advertising, Social Media, Search Engine Optimization, Blogging, and Video Marketing.
- Define what you want customers to do. Are you looking for more website referral submissions? More phone calls? More sales? Make sure your website has landing pages that make it easy for visitors to complete your desired outcomes. Make referral forms easy to use; phone numbers easy to find; and checkouts easy to complete.
- Set a budget. How much are you willing to spend?
- Know your cost of customer acquisition. If you’re going to spend $1,000 on Facebook ads, research how far that budget will go, how much it will cost per click, and realistic conversion rates. Your average transaction value should be twice the amount of your customer acquisition cost. If it costs $500 to acquire a new customer/client, you should make at least $1,000 on that transaction.
- Get free help. Many communities have SCORE counselors (Service Corps of Retired Entrepreneurs), who will help you develop business and marketing plans. For free. Call your local chamber of commerce to find out more.