Designing Your Q4 Marketing Plan
In one of our recent articles we asked whether your marketing plan was ready for Q3. With Q3 almost over, it’s time to get your Q4 plan up and running. The principles in our Q3 article hold true for Q4 too. There are several great reasons to keep on target with your quarterly plans.
A marketing plan lets you identify your ideal target client.
You may have a great product or service, but who are you going to sell it to? Your first answer might be ‘everyone’, but universal appeal is something even Disney can’t pull off successfully, let alone a small business. By casting your net too wide you risk spreading yourself too thin. A marketing plan can help you identify just the right people for your product or service and help you develop more effective ways to target them, meaning your advertising dollars go farther.
A marketing plan lets you express why you’re the best person to serve your ideal client’s needs.
Competition is fierce, and no matter how ideal your client may be, chances are there’s someone else who’d like their business just as much as you would. A marketing plan helps you highlight what’s unique about your company and why a client should choose you.
A marketing plan also lets you articulate your expertise to your client.
You’ve got exactly what they need at a price they’ll love. How do you let them know, especially when you don’t have an unlimited advertising budget? That’s where your marketing plan comes in. It’s a roadmap detailing how you’re going to let your clients know about your products and how you’re going to reach them. With a marketing plan you can emphasize the value you offer, discover hidden opportunities to provide additional services and firmly establish yourself as an expert in your chosen market.
A marketing plan is a living document.
An old saying is that no battle plan survives first contact with the enemy. Good marketing plans are designed to be flexible so you can change with the changing times. They also make for a useful comparison between what you expected to happen and what actually did. With a marketing plan you have a baseline so you can more quickly analyze what went wrong and make corrections as you go. You can also look at what went right and do more of it. Once you create a marketing plan, be sure to check it regularly and update it as needed.
In essence, a marketing plan is like a game plan.
No coach would even think of stepping onto the field without a detailed game plan for victory, and neither should you. It does require research, time and commitment, but it can be a big boost to your business’ success. So get started on your marketing plan today and make Q4 your best ever.