10 Key Aspects of a Small Business Marketing Plan

1. 10 Key Aspects of a Small
Business Marketing Plan
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

2. Imagine that
journey without
a road map.
from Startup, Washington
to Success, Arkansas
Distance: 2,244 miles
Duration: 36 hours
Directions: 50 different turns and
road changes

3. 1. Analyzing your goals and objectives
▪ Consider both your business and marketing
goals
▪ Make sure they’re SMART (Specific,
Measurable, Attainable, Realistic, Timely)
▪ Create short and long-term goals
▪ Don’t forget to revisit them throughout the
year!
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

4. 2. Determining your strengths and weaknesses
▪ Consider doing a
SWOT (Strengths,
Weaknesses,
Opportunities,
Threats) for both your
company and yourself
▪ Don’t just identify your
SWOT but also figure
out how you can
improve/leverage
them
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

5. 3. Distinguishing yourself from your competitors
Background Outreach
▪ History ▪ Marketing
▪ Personnel ▪ Communications
▪ Facilities ▪ Educational Offerings
▪ Location ▪ Public Recognition
Image Offerings
▪ Reputation ▪ Product/Service Offerings
▪ Reliability ▪ Selection/Breadth of Offerings
▪ Stability ▪ Price/Value
▪ Expertise ▪ Quality
▪ Sales Method ▪ Customer Service
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

6. 4. Thoroughly defining your target market
▪ It’s better to serve a smaller number of
interested people than a larger number of
questionable people
▪ Who is your ideal client?
▪ Where can you find your ideal client?
▪ Why should your ideal client chose you?
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

7. 5. Defining the value and benefits of your products/services
▪ What’s in it for Me (WIIFM)
▪ Features vs. Benefit
▪ What is unique about this product/service?
▪ Why is it something people should buy?
▪ How is it going to make their lives better?
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

8. 6. Drafting boilerplate messaging
▪ Consistency is key
▪ Don’t assume the people to whom you are
talking have imagination, logic, creativity, or
any clue
▪ Boilerplate description
▪ Elevator pitch
▪ Mission statement
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

9. 7. Determining which marketing channels you should engage
▪ Is it appropriate for my staff, industry, and
the type of products/services we provide?
▪ Will my target market(s) be looking for
information there?
▪ Will the return on my investment justify the
cost (financial, energy, manpower, sanity,
etc.)
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

10. 7. Determining which marketing channels you should engage
Social Engagement Identity and Brand
▪ Facebook ▪ Brand Standards
▪ Corporate Identity
▪ LinkedIn
▪ Marketing Collateral
▪ Twitter Online Engagement
▪ Google+ ▪ Website
▪ Slide Deck Sharing ▪ Search Engine Optimization
▪ Video ▪ E-Books/White Papers/Articles
▪ Pay-Per-Click Advertisements
▪ Photos
▪ Testimonials
▪ Content and Document Sharing ▪ Case Studies
▪ Question & Answer ▪ Surveys
▪ Social Sharing Outreach and Networking
▪ Blog ▪ Public Relations
▪ Speaking Engagements, Workshops, and Webinars
▪ E-Mail Marketing
▪ Networking
▪ Industry-specific social networks
▪ Organizations and Associations
▪ Forums ▪ Certifications and Awards
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

11. 8. Answering the Who, What, Where, When, Why, and How of your
chosen marketing channels
▪ What are the objectives of this marketing channel?
▪ What should we be doing here (and what shouldn’t
we be doing)?
▪ What kind of content should we be sharing and
what should we be discussing?
▪ How often should we engage and when?
▪ Who will be doing what?
▪ How will we monitor this channel?
▪ How will we track and analyze our engagement?
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

12. 9. Determining what kind of content to create and share
▪ Resources, advice, tips, how-to’s
▪ Commentary, op/ed, and response to recent
news or findings
▪ Questions (possibly poll questions) to ask
▪ Third party resources
▪ Company news
▪ Expanded product/service information
▪ Event information and follow-up
▪ Promotions and sales
▪ Testimonials and case studies
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

13. 10. Creating an Editorial Calendar
▪ An editorial schedule is the on-paper plan (no
dates)
▪ An editorial calendar is the on-calendar plan
(all dated)
▪ Make sure everyone involved has access
▪ Change and update it if it’s not working
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

14. Gong Gong Communications
We provide holistic marketing and creative
services to small businesses on a monthly
and per-project basis.
We offer a full range of services including
graphic & web design, copy writing,
marketing planning, and social media
engagement.
gonggongcommunications.com
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.

15. Questions?
Columbus Business First – May 24, 2012
© 2012 Gong Gong Communications, LLC. All rights reserved.