Think about the last time you took a road trip to somewhere unfamiliar. Did you just hop in the car, get out on the open road, and figure out where you were going as you drove, hoping you’d eventually arrive at your intended destination? Probably not.
Sadly, however, that’s exactly how too many businesses approach their marketing. They know where they want to go, but their approach is to draw the map as they go, instead of having a clear vision and direction from the get-go.
Mellady Direct Marketing has spent years helping businesses develop, refine and implement marketing plans, and along the way we’ve learned some lessons about the importance of developing a plan.
A Defined Plan Helps Reach Your Target Audience
A vital part of developing a good marketing plan is to define your target audience. Do you want to reach high-income moms ages 25-44? Auto repair shops specializing in European cars? Homeowners looking for a quality neighborhood tax accountant? The list could go on and on. Instead of a scattershot approach, your business can benefit from identifying your ideal target market and tailoring your marketing and advertising accordingly. That way, when it comes time to develop and launch a direct mail campaign or design a series of magazine ads, you’ll be focused on your core customer.
Without a Plan, You’re Bound to Overspend
It’s good to view marketing campaigns as an investment in your business. It’s even better to consider it part of your regular business expenses. That means if marketing is part of your expenses it’s something for which you’re budgeting.
It’s vital to establish what kind of budget you can afford for marketing and designate those dollars to go to work in advertising for you, instead of just throwing money at things as they come up. Now, that’s not to say that you don’t need to occasionally adjust your spending, or perhaps take advantage of a good advertising opportunity that comes up, but set guidelines for your spending.
Wearing Multiple Hats Will Wear You Out
This is probably most frequently found among small business, where owners can tend to take on the responsibilities of everything from customer service representative and bookkeeper to marketing team and grounds crew. By outsourcing some responsibilities, you’ll find that you can keep your vision clear and focus on doing what you’re best at in your business.
You don’t need to go it alone. By engaging with a trusted marketing professional, you gain the benefits of outsider input and broad experience, in addition to being able to dedicate the nitty gritty work to a team of professionals.
We’re not that far into the New Year. If you are trying to take your business to new heights this year, let a trusted marketing professional help you develop a map to get you there.
Are you ready to develop an effective marketing plan for your business? Click here to contact Mellady Direct Marketing and get started.
