3 Reasons why you need a marketing plan to grow your business


Whether you are starting up a new business or whether you have been trading for some time and you have either got too busy and neglected your marketing or found out that the marketing you have been doing simply isn’t working and bringing in the desired results, all businesses of all size and experience need a marketing and business plan!

We plan our meals, our social diaries, our holidays and even our outfits, so why don’t we sometimes or never plan our businesses strategy and growth? There will be an element of luck and opportunity when our businesses are successful, but ROI and hard work and dedication will also definitely result from a carefully crafted strategy and implemented plan.

Marketing is also a very confusing and overwhelming subject area. It means something different to all us business owners, so a plan will help break the subject and activity down into manageable sections, and therefore make it less stressful, misunderstood and overwhelming.

So, as per the title of this article, what are the 3 reasons you need a marketing plan?

To avoid wasting precious resource and time

Small business owners like you and I are not blessed with endless time, so we need to know that what efforts we make marketing and business wise won’t be wasted and without result. Plus, all time you spend on setting up or actioning your marketing is time away from the fee earning work or billable hours. Therefore, planning your marketing using experience and informed decisions will avoid wasting time and will highlight any skills gaps where you need help and outsourced support.

To stop wasting money and budget

As with the money, us small business owners do not have endless pots of money to spend on and in our businesses. Planning out your marketing and measuring it for effectiveness will ensure your campaigns bring in the optimum results that you deserve and desire. By planning out your marketing, you will not only better manage your time and ensure your campaigns are consistent, but the strategy will stagger the activity to help you with cash flow and ensure any sales as a result of your efforts will be continuous and not sporadic.

How can you decide at the end of the month or year if you have achieved what you set out to do?

Running your own business is a busy and full time role and we don’t often allow ourselves the time to sit back and review how things went, what worked well, what didn’t and so on. But if at the beginning you didn’t set any goals or objectives, then how will you know what you have achieved and how close you are to completing your goals and ticking off your objectives.

Growth is all down to marketing strategy and planning and if you haven’t set any goals or objectives for your company’s marketing activities. The best way to implement successful marketing is the creation of a marketing plan but what should a plan include? There are 7 stages to a  comprehensive marketing plan. These steps are:

  • Objective Setting eg your goals and intentions

  • Defining the messaging eg what are you going to say and communicate

  • Defining a strategy eg what are your competitors doing and what are your channels to market

  • Defining the target audience eg whom are you going to target? Segment your database

  • Developing the tactics eg how are you going to get your message out there – PR, advertising, direct mail, online marketing and so on

  • Implementing the plan eg when, where and who will get your tactics into place and your campaigns happening

  • Measuring and evaluation eg following up, measuring and amending your marketing to make changes and improvements

A goal without a plan is just a wish as the old saying goes.

Nicole Martin own’s and manages Bucks based marketing consultancy, Pinpoint Marketing Consultancy Ltd. A working mum of two, with a real passion for helping small businesses to grow through effective marketing.