At Capstone Marketing we often get asked, “What should my marketing plan look like?” Whether we coach our clients or develop their marketing plan for them, we try to keep it pretty simple. Unlike Colonel Sanders, there’s no secret sauce.
A good marketing plan is a guide for successfully promoting and growing your business. It will help you answer key questions about your business:
For more information, check our our guide: How to write a great vision and mission statement
What to know more about Google adwords? Read our blog: SEM 101: What is Google Adwords
Thanks to the influx of home renovation shows on our screens we’re all very familiar with the top three selling points when it comes to putting your property on the market. Put simply, it’s all about location, location, location.
If you’re running your own business, the equivalent ‘catch cry’ for marketing your business is position, position, position…or put more succinctly ‘positioning’.
Positioning means establishing a unique position in the market that helps you stand out from your competitors.
Do you know what your business is ‘known’ for?
If you don’t, a good way to find out is to ask your customers what you are known for and why they choose to use you instead of your competitors. Even if you do know, it won’t hurt to ask your customers to confirm you are on the right track.
How to clarify your competitive advantage:
If you’d like help to identify your positioning contact us today on 0408 689 958 or email@example.com
We’re all guilty from time to time of “working in the business, not on the business,” but the start of a new year is a great time to break out of the shackles and focus on your Business Model and Strategic Marketing Plan.
Small business owners often get stuck in the here and now and don’t take the time out to look to the future and focus on longer term goals, anchoring their marketing plan to business strategy.
I’m not just talking about day to day marketing and sales tactics like building a new website or increasing sales but a strategic plan outlining where your business is heading, why you’re going in that direction and the topline actions you need to take to accomplish it.
Your strategic plan needs to address the big three questions every business, large or small, should be able to answer:
Looking for a little more inspiration? Check out my guide: How to write a great vision and mission statement.
What should a good strategic marketing plan address?
Like all good chefs, here’s a little something we prepared earlier: 10 Step Marketing Template For Small Business
Do you know what your business is ‘known’ for?
Positioning means establishing a unique position in the market that helps you stand out from your competitors. Read my blog: Positioning your business for success.
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By addressing these issues and getting your whole team on board you will improve the effectiveness of your marketing, present a unified brand to the marketplace and, importantly, provide a reason for the market to buy from you.
Take the time now to define you strategy and direction. If you need help, the team at Capstone Marketing can walk you through these steps.
Mick Donohoe is the founder and Managing Director of Capstone Marketing, a Wollongong-based full service marketing agency.
When you are starting your business or improving it, writing a vision and mission statement is an important consideration. It is your vision and mission that should drive everything your business does from its people to products and processes.
A vision statement is aspirational, something you want to become or to achieve, and it should be an enviable image of an ideal future.
While your mission statement explains the purpose of your organisation – why you exist. In other words… what you do best every day.
Together, they should clearly and concisely convey the direction of your organisation.
Take a moment to look at the vision and mission statements below from some of the world’s leading brands,
Vision statement examples
Mission statement examples
You’ll notice both Nike and Starbucks mission statements are powerful and focus on providing inspiration for their target markets.
Now, it’s time to create your vision and mission statement
Before creating your vision and mission, ask yourself these questions:
Remember, your vision should be presented as a compelling picture of an ideal end result.
When writing your mission statement, use motivating words, don’t be boring. Be clear about your passion for why you run your business and make sure you are inspiring with your words. Keep it short but powerful and make sure it captures your business goals and philosophies.
If you have a mission statement that sounds like a boring speech, then get rid of it and start fresh. It should be audacious, a stretch, slightly unreasonable – but still possible.
When your employees all get behind and adopt your vision and mission great things can happen.
Now it’s your turn. Write your vision and mission statements using the information above to explain how your company will make a difference. Bring your passions and values to life.