Many small business owners, even after the excitement of startup and in their growth phase, don’t realise the value of having a marketing plan.
I think deep down inside they think that marketing is something that “happens” when they start their business. They have something good to sell. They believe in the vision and values of their business. Build it and they will come – and if they don’t come as quickly, ok, then we might advertise.
But advertising is not marketing.
Marketing is a whole system of supportive components around your business that should be designed to attract customers who are the lowest hanging fruit. Advertising is only one component and is part of the message that you broadcast. A marketing plan designs that system to work together and the reason you need a marketing plan is to make sure that you design the system right. You need to aim with a precise focus on your target customer, not fire off a scatter-gun and hope you hit somebody!