Week 5: Creating a small business marketing plan

Ok, so by now you have hopefully identified and understand your target audience and ideal customer, as well as worked on your product development and USP’s. So now you need to get it out there. 

Unfortunately, it is not a ‘build it and they will come’ situation. That is why we need marketing. 

But, with this newly found insight into your target customer, you can begin to make decisions about how best to reach them. There are a lot of different marketing channels and strategies out there and doing them all, while possible I guess, is not going to get you the results you would see from choosing your ideal strategies and channels and doing them well. 

Choosing what will work best for your particular business type or client is important to your success

So the cornerstones of your marketing include 

  1. Your product
  2. Your website and physical store if you have one. 
  3. Spreading the word, or your marketing activities. 

Getting these three right is vital for your new small business to succeed and grow.

Note that for the purpose of this course, we will be referring to marketing as any activity that attracts and retains customers. (Not just any customers though 😉 )

So in your marketing planning, we will briefly cover your website in the plan but the focus of this post is on the overall marketing plan or strategy. In order to decide on this, it is useful to understand a bit about the typical journey people make before they become an actual paying customer. This is illustrated by the Sales/marketing funnel.

A quick intro to the marketing funnel


This is the AIDA marketing funnel model it is the principal model all variations of the funnel are based on and it illustrates the typical customer journey. Improvements at every level of the funnel will improve the conversions. It is this journey we are looking at managing and nurturing. 

There are a number of different marketing tactics or activities that are used to nurture and feed people into and along this journey. Of which we mentioned most in last weeks post – How do you find and reach your target customers?

  • Social media marketing – channels chosen based on business type and target customer
  • Email marketing 
  • Direct mail 
  • Paid online promotion 
  • Content marketing – includes blog writing, PR, vlogging and more. Again channels engaged should be chosen based on what would work best in your industry and for reaching and communicating with your target customer. 

Choosing the makeup of this, and the understanding of how they work together to nurture your prospects will ensure your plan will come together to drive and increase your sales and conversions

So, looking at the funnel again, work out what part of the funnel would your chosen marketing methods or activities benefit your customer journey and build your customer base. 

I will be going through each of these methods separately in later posts but for now – the planning phase – it’s more important to give the bigger picture plan some thought and attention as it relates to you and your business and clients. 

To see what else is still to come up take a look at our introductory blog here and don’t forget, as always, please feel free to reach out. If you need help or advice on any of this please just get in touch via email, website or social media – we’re always happy to chat and give advice. 

Also, don’t forget if you liked or have benefited from this post please do give us a little like and share 🙂 👍🏻


Welcome to our blog. The purpose of this blog is to help people to market their own businesses more effectively by sharing our knowledge, experience and useful tools. If you need any further advice don’t hesitate to get in touch or feel free to comment with any questions on the blog posts and we will get back to you with the best answers we can give.


Toni and Sian

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