To build a better business you must not only make a business plan, you need to revisit and rewrite it regularly. You need to get excited about it and most importantly you must execute it. To do this you need a strategy with regards to your marketing. This can be the lifeblood of your business. You may not be able to outspend your competition but you can use strategy to level the playing field by employing innovative techniques and creativity in your marketing efforts. For businesses, a strategy cannot be stagnant, it needs to move and evolve. When strategy fails, it’s normally because it’s the same strategy that was thought up in the beginning. A business plan should always be evolving and improving. That's not to say that a successful strategy won't have a lot of the same elements throughout its execution. Businesses with successful strategies are always evaluating their strategy and making improvements. A marketing strategy is not just for the marketing team of medium size or big companies. The practice of marketing applies to the sole traders, the street traders and the family business.
One of the first steps in developing a marketing strategy is to write and execute a plan that will make yourself, your story, your business and your product/service visible and desirable to the potential client. ‘Is your story interesting? How can you tell it so that it has more appeal? Communicate with those customers that are doing business with you. Do surveys. Ask them where they heard of you? Why they like doing business with you? How they find the product/service? Would they return? Would they suggest your products to others? Also ask them what they read. Do they read local, national or community news papers? Their answers over time will give you valuable information to where you need to be telling your story and placing your advert campaigns. It maybe on certain social media websites or in local papers such as this one. You need to learn ‘Who is your typical customer? What papers do they read? What do they watch on television? And what websites do they visit?’
When you have your strategy worked out and you know exactly how you’re going to tell your story in order to make yourself and your business visible you need to become comfortable with the idea that you may have to change and adopt. Business and marketing strategies should not be seen as something you do for a week or two and hope for the best. They need to be long term and goal oriented. Like an artist painting a picture they will paint and repaint. Sometimes they need to go back to the blank canvas in order to arrive at the masterpiece. It may take months or even years to get these masterpieces perfect. They will never stop because it’s not working; they keep working with it until it becomes something that works. For your business to be noticed you need to work and rework your strategy. You need to advertise your wares. You need to be seen and heard. You need to review your approach frequently. Today businesses are lucky to have huge no cost resources online such as YouTube, Facebook and Twitter. Use them. These new points of distribution for your business message can be the tipping point you need for complimenting your story or advert campaign in the tradition medias. Keep reworking the plan. Your business is a work in progress that will become a masterpiece with the right marketing strategy. Commitment to preparation, planning and promotion of your company on continuous bases is fundamental to building a better business.