Without a plan, marketing turns into a string of one-off ideas that are hard to judge. A short plan keeps you focused on the customers who matter most and the few channels that reach them.
Work through the sections below and keep each one to a few lines. Review the plan every quarter and adjust it as you learn.
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Start with what the business needs: more first-time customers, more repeat visits, bigger orders, or more inquiries for a particular service. Make each goal specific and measurable, such as twenty new customers a month.
Fewer goals are better. One or two clear targets make every later decision easier.
The U.S. Small Business Administration recommends market research to understand demand, market size, income and where customers are, and competitive analysis to learn from businesses competing for the same customers. Free federal data from the Census Bureau and others can help.
Write down who your best customers are, what problem you solve for them, and how they choose between you and the alternatives. Our guide to understanding your local audience shows where to find the numbers.
Sum up why customers should choose you in one or two sentences: what you do, who it is for, and what makes you different. Use that message everywhere.
Then choose a small number of channels that reach your customers. For most local businesses that means a complete Google profile, a clear website, reviews, email and one or two social platforms. See the best ways to advertise.
Decide what you can spend each month, in money and in time. Start with what is free and proven, then add paid options and measure them. Our guide to marketing costs can help you set a figure.
Lay out the year month by month: seasonal peaks, local events, holidays and promotions. A simple calendar keeps you ahead of the busy times instead of reacting to them. See our seasonal marketing ideas.
Pick one or two numbers for each goal, such as calls and direction requests from your Google profile, website inquiries, email sign-ups or sales from a promotion code. Check them monthly.
Ask new customers how they heard about you. It is the simplest and often the most revealing measure of all.
Goals: one or two measurable targets. Customers: who they are and what they need. Competitors: who else they consider and how you differ. Message: one or two sentences. Channels: three to five. Budget: money and time per month. Calendar: key dates for the year. Measures: the numbers you will track.
Fill in each line, print it, and keep it where you will see it.
One or two pages is enough for most small businesses, as long as it covers goals, customers, message, channels, budget and how you will measure results.
Review it every quarter and update it at least once a year, or whenever something big changes.
The SBA points to free federal statistics such as the Census Bureau, Bureau of Labor Statistics and Bureau of Economic Analysis.
Start with free channels such as your Google profile, reviews, email and referrals, and add paid options when you can measure them.
City Chamber of Commerce membership adds marketing across twelve channels, a business listing and networking to support your plan.
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