
Chief Economist


For small business owners, your marketing plan can make all of the difference in your success. As you get ready to leap into the New Year, taking the time to develop a marketing plan will help keep you on track, ensure you are spending your marketing dollars effectively, and give you the focus you need to succeed.
I asked other small businesses for their thoughts on how to build a successful small business marketing plan for 2012 and received many responses. Small businesses are taking a hard look at what worked and what did not work in 2011 so that they can focus their marketing dollars in the most profitable places. Others are looking for creative and innovative ways to expand their reach without expanding their marketing budget. To help you build the best marketing plan for your business, I pulled together the most consistent themes, sprinkled them with a bit of my own experience, and let the small businesses speak for themselves.
In order to ensure you pick the best tactics and strategies to meet your marketing goals for 2012, you need to be clear about your goals. What do you need marketing to do for you in 2012? Are you looking to expand your market presence, bring in more customers, generate more leads, or break into a new market?
Beth Walsh from Clearpoint Agency, Inc. explained how they develop their marketing plan for the coming year.
We have several methods that we use to plan our marketing tactics, including a news release schedule and blog schedule, both of which are set-up as Excel spreadsheets. However, first, we are having a planning meeting with our staff of five where we will do a workshop on our key messages for the upcoming year. We plan our key messages based on what is true about our company culture and the services we deliver for clients and then we look for ways to differentiate from the competitors. We review competitors, look at their websites, marketing activities and press-pickup, and then we review our own in comparison.
Look at your marketing plans for 2011 and compare them to actual results. Where were your marketing dollars most effective? Where were you unsuccessful in achieving the results you expected? What lessons can you learn from last year that will help increase the effectiveness of your marketing spend next year?
Catherine B. Ahles from Premier Aircraft Sales explained how experience dictates their marketing strategy.
Today, most aircraft purchasers do the bulk of their “hunting” online, rather than at their local airports. In 2012, we will be doing even more online advertising as well as creating more landing pages and other web-based tools. Incentives have become more important too. We will be offering things like free fuel for a year with purchase of a new aircraft. Also, we are still figuring out how to use Facebook to aid our customers in keeping up with new developments of interest. Our print advertising will go to bare minimum, and we will cease doing open houses and any trade shows except the very largest.
Understanding what worked and what didn’t is the first step, but in order to use that information effectively, you must also stop doing those things that aren’t working. For some small businesses, this can be difficult, especially when what isn’t working is one of those “marketing things” that every business is supposed to do.
Chris Tobias from School Skills shared this with me.
In 2012, we will no longer pay for advertising that does not directly drive sales. We will only pay for results. This means affiliate programs and partnering with publications to pay them based on the sales an ad produces rather than just paying for ad space. It means no more pay per click or pay for space. After spending a year and a half attempting to optimize click through conversion rates, design high quality marketing communications and locate appropriate advertising vehicles we have discovered that we are not advertising experts. We have also discovered that the risk for advertising success lies entirely with us. If we buy media space in a publication that does not produce results we lose both time and money.
It is always easier to hit the bull’s-eye on a target if you can see what the bull’s-eye looks like. Imagine you are shooting an arrow at a target that only has the giant red circle around the outside. It would be pretty hard to hit the center of the bull’s-eye without any other point of reference. Now think of that target as your 2012 marketing plan. If your marketing goal is to expand your social media presence, you only have a giant red circle to aim at. By planning out specific activities and actions as part of your marketing plan, you are effectively adding the other circles to the target that enable you to zero in on the bull’s-eye.
Leanne Hoagland-Smith from Increase Sales Coach talked me through the specific actions she included in her marketing plan for 2012.
Since 2005, I have been engaged in education based marketing with a primary component of article marketing. I plan to continue those efforts through at least 1 new article per week. Currently, I secure two new clients from inbound marketing activities each month and want that to double that in 2012. Continually updating the website is also critical as trends change keywords. Each morning I invest 1.5 hrs into marketing, the goal is to increase marketing activities by 20% as I have a new solution that will be offered in the summer of 2012. Blog posting must remain at an average of 5 per week. As I have expanded into Facebook through business pages, daily postings must be maintained on these pages as well.
One of the biggest mistakes that I see businesses make when it comes to marketing is that they don’t take the time to put together a marketing plan at all. Their marketing plan consists of following the latest fad just because everyone says it’s the “thing” to do, without really taking the time to analyze if it’s the right marketing strategy for their business. So take some time now at the end of the year to put together your 2012 marketing strategy based on these tips and your experience. You’ll be rewarded with better results.
Are you in the process of writing your marketing plan for 2012? What are your tips? Share them here along with the link to your website. We always love hearing from you!
Want to get more inexpensive and practical small business marketing ideas, grab a free ebook called “Build Buzz for Your Biz, 23 Creative and Inexpensive Marketing Strategies That Will Get You Noticed” at http://23kazoos.com.
Wendy Kenney is the bestselling author of How to Build Buzz for Your Business available on Amazon.com, and has been featured in the Wall Street Journal, USA Today, and Newsday.
This is a guest post from Amplify Interactive’s partner at Business.com.
This is the first guest post we’ve put up on our site. We plan to bring more good content onto our blog from partners, colleagues, and experts. What do you think? Let us know in the comments.
Does Your B2B Marketing Plan for 2012 Involve More or Less Social Media?
With 2012 kicking off, it is important for B2B marketers to have a fix on whether or not social media will play an important role in their marketing efforts over the next 12 months.
For some marketers, social media has already paid major dividends in leading their businesses to more exposure and sales for that matter. Others, however, have been slow to adapt social media into their marketing plans, be it to lack of planning, shortage of faith or a combination of both.
When you stop to look at the various studies on social media and its importance to B2B marketers, the numbers are quite frankly randomly scattered.
According to a survey from email and social media marketer StrongMail, more than 50 percent of B2B marketers report they will be adding to their marketing budgets over the next 12 months, while just eight percent plan to decrease their efforts.
For those planning on additional marketing, 55 percent said increases will go towards social media efforts, i.e. LinkedIn, Facebook and Twitter, while 68 percent report they will do more to integrate social media with their email marketing plans. Lastly, 64 percent state that awareness building proved the most important feature when it came to social media.
Meantime, a BtoB Magazine report claims that 93 percent of all B2B marketers are currently using some means of social media marketing, with the majority utilizing the best-known sites, i.e. Facebook, Twitter and LinkedIn. The exact numbers broke down to the following:
So, such numbers would seem to indicate many B2B marketers are using social media, but don’t let the data fool you. As it turns out, many marketing pros still report a number of obstacles when it comes to integrating social media into their marketing efforts.
According to the survey, 70 percent of B2B marketers named a shortage of resources as the biggest stumbling block to properly implementing a social media plan. Among the other challenges was:
While the survey did not break down the reasoning for the 22 percent showing resistance to using social media in their marketing plans, it is safe to say that some older marketers, those who have not been exposed as much to SM as younger professionals, may feel it is not worth their time and effort.
In the event you want your 2012 marketing efforts to include more emphasis on social media, keep these factors in mind:
While social media is not the end all of your marketing efforts, it can and should play a major role in your plans for 2012. If it doesn’t, you’re simply being anti-social.
About the Author: Dave Thomas, who covers among other items starting a business, writes extensively for Business.com, an online resource destination for businesses of all sizes to research, find, and compare the products and services they need to run their businesses.
Get Amplify Interactive’s SEM Secrets whitepaper, which covers the topic of integrating SEO & Social Media Marketing.
Introduction
Businesses that succeed do so by creating and keeping customers. They do this by providing better value for the customer than the competition.
Marketing management constantly have to assess which customers they are trying to reach and how they can design products and services that provide better value (“competitive advantage”).
The main problem with this process is that the “environment” in which businesses operate is constantly changing. So a business must adapt to reflect changes in the environment and make decisions about how to change the marketing mix in order to succeed. This process of adapting and decision-making is known as marketing planning.
Where does marketing planning fit in with the overall strategic planning of a business?
Strategic planning is concerned about the overall direction of the business. It is concerned with marketing, of course. But it also involves decision-making about production and operations, finance, human resource management and other business issues.
The objective of a strategic plan is to set the direction of a business and create its shape so that the products and services it provides meet the overall business objectives.
Marketing has a key role to play in strategic planning, because it is the job of marketing management to understand and manage the links between the business and the “environment”.
Sometimes this is quite a straightforward task. For example, in many small businesses there is only one geographical market and a limited number of products (perhaps only one product!).
However, consider the challenge faced by marketing management in a multinational business, with hundreds of business units located around the globe, producing a wide range of products. How can such management keep control of marketing decision-making in such a complex situation? This calls for well-organised marketing planning.
What are the key issues that should be addressed in strategic and marketing planning?
The following questions lie at the heart of any marketing and strategic planning process:
• Where are we now?
• How did we get there?
• Where are we heading?
• Where would we like to be?
• How do we get there?
• Are we on course?
Why is marketing planning essential?
Businesses operate in hostile and increasingly complex environment. The ability of a business to achieve profitable sales is impacted by dozens of environmental factors, many of which are inter-connected. It makes sense to try to bring some order to this chaos by understanding the commercial environment and bringing some strategic sense to the process of marketing products and services.
A marketing plan is useful to many people in a business. It can help to:
• Identify sources of competitive advantage