Don’t despair, help is on hand.

As a busy small business owner, it can be really challenging to proactively market your business on top of all the other demands on your time.

But in the absence of big budgets, little and often (regular, consistent marketing) is the absolute key to gaining traction, building brand awareness and forming a strong foundation for growth. (If you want results, you can’t get away with leaving your marketing until last thing on a Friday afternoon!).

So, this week we’re sharing 5 tried and tested ways to help you make more time for marketing your business:

1. Make a plan:

Not only will you create more time, businesses with a plan in place are 20% more profitable than those without. Having a succinct, targeted marketing plan for your business allows you to focus on core priorities and schedule the less pressing activities for a later date.

Developing a clear, manageable plan will help you feel more in control of your marketing, enabling you to make confident decisions and reduce stress. And it doesn’t have to be complex, a simple marketing plan is better than none at all.

2. Jot down your weekly priorities:

Got your plan in place? Great! Now you need to break it down into actionable tasks that you can power through each week.

Scheduling your marketing activities into a planner will hugely increase the chances of them happening. Whether you like to use an app, online project management tool, wall planner or tear-off desk pad – the logic is the same. What doesn’t get written down won’t get done – fact. (Plus, it’s very motivating to tick items off as you go).

Don’t forget to check out our Resources section if you’d like to access our downloadable weekly planner. Each day is broken down into hourly time blocks to keep you focused.

Use planners to schedule your marketing activities and make them happen!

3. Time your tasks:

If you’re short on time, allocate a rough time estimate to each marketing task you have on your list. It may be a quick 10-minute phone call, a 1-hour networking group you need to attend, or a more time-intensive content planning session.

Start by blocking out the biggest chunks of time you need first; this will give immediate structure to your week. Shorter, 10-30 minutes marketing activities can be then be plugged into windows of free time (either planned or additional pockets of time that crop up). I often work on train journeys to make use of otherwise dead time – quiet, uninterrupted time that’s perfect for planning out blogs or social media content.

4. Work in 90-minute focus blocks

If you need to be more productive in order to free up time for marketing, a top tip shared by Talented Ladies Club is to work in 90-minute focus blocks.

Have you tried it? It really works.

Focus blocks are dedicated, highly productive pockets of time in which you concentrate solely on the task in hand. No tech distractions. No emails. No phone calls or interruptions. You’ll be amazed at how much this will boost your productivity and create free time.

If you think you could be using your time more effectively, handy time tracker apps like Toggl are also great for boosting productivity and winning back your time.

5. Find yourself an accountability partner:

Did you know that you’re a whopping 95% more likely to achieve your goals if you have an accountability partner?

That’s seriously impressive! If you find that you’re dragging your heels with a specific marketing task or bigger project, find yourself an accountability partner and get it done! It might just be a procrastination habit that is holding you back.

Why is having an accountability partner so effective? Because when you’re accountable to someone for something you said you would do, you engage the power of social commitment which dramatically increases your chances of success. Give it a try! I highly recommend it.

Want more small business marketing advice? Join our growing Instagram community for our latest news, marketing tips and small business inspiration!

[Blog illustration by Chloe’s Office].

The post 5 ways to make more time for marketing appeared first on Marketing Vision.

Yet so many small business owners choose to jump straight into action without a plan in place – employing unplanned and inconsistent marketing activities that are as a result, ineffective and disappointing.

“I don’t have time to write a plan!”  “I don’t need a plan, things are going really well just now!” “Marketing plan? I wouldn’t know where to start!”  These are just some of the reasons people commonly give for not having a marketing plan.

But without a plan, you will experience a number of problems and challenges including:

1. A reactive approach to marketing

Taking a reactive rather than proactive approach to your marketing activities. You frequently find yourself on the back foot, reacting to marketing opportunities as they come along rather than taking a planned, controlled approach. This is never a recipe for success.

2. Missing out on great opportunities

Experiencing a multitude of missed opportunities and wrong turns. Missed journalist deadlines and costly advertising mistakes are just the tip of the iceberg with this pitfall.

3. Blowing your budget

Overspending versus budget. To generate sales you may panic and invest in an opportunity that you simply cannot afford, or perhaps you get carried away and spend your budget before the end of the year or a key selling period (or perhaps you don’t even have an agreed marketing budget!).

4. Creating poor sales materials

Unappealing sales communications that do not hit the mark with your target audience and or get the response you’d hoped for.

5. Achieving weak campaign results

Ineffective and disappointing marketing results due to sporadic and disjointed marketing activities. A well-planned, co-ordinated and timely campaign is an absolute must for success and positive return on your investment.

6. Experiencing profit loss

Loss of profit due to poor planning and missed sales opportunities.

7. Struggling with increased stress

Ineffective planning, irrelevant activities and the associated  financial implications of operating in this chaotic manner, can result in very high stress levels.

Every business needs a marketing plan

These problems and challenges can easily be avoided if you have a well-thought out marketing plan in place.

The role of a marketing plan is to map out all aspects of an organisation’s marketing intentions and activities for a set period of time. It is a summary document that provides an important framework to ensure that marketing activities are carried out in a controlled way, and results (and therefore profits!) maximised.

Even if you have been in business for a while without a plan, it’s a good idea to create one. You don’t have to create a mammoth document. A simple, well-thought out plan that keeps your business on track is better than no plan at all.

Download our 90-Day Marketing Calendar

Ready to get planning? Why not head over to our Resources section and download a copy of our 90-Day Calendar? Planning out just 90 days of marketing activity is a great way to really focus your business and move forward. And it’s an undated planner, so you can start whenever you like.

Do you have a marketing plan question that you’d like help with? Find us over on Instagram or get in touch through our website – we’d love to help!

The post 7 pitfalls of NOT having a marketing plan appeared first on Marketing Vision.

Don’t despair, help is on hand!

In this post, we’re sharing 6 quick tips on how to create a simple marketing plan that works!

Why do you need a marketing plan?

First though, it’s important to understand why you need a plan – because it will really help you understand why it’s worth putting in the work (and avoid scattergun marketing!).

A marketing plan is a vital document for your business to keep you on track and achieve defined business goals.

It will provide you with an important framework to ensure that your marketing activities are carried out in a controlled way, and that your results (and profits!) are maximised. Even if you have been in business for a while without a plan, it’s a good idea to create one.

So what makes a winning marketing plan that will get results for your small business?

1. Plan and co-ordinate

A truly effectively marketing plan will deliver results when it is aligned with a wider business plan. Even if you just have a skeleton business plan, make sure that you are clear on your business goals and what you are looking to achieve. Clarity at this level will shape your marketing plan and ongoing activities, helping you to meet your business objectives.

2. Know your audience

Define, research and locate your target audience. Go beyond the usual demographics and really try and understand your target customers. What are their motivations, aspirations and needs? How and where do they consume media? Your marketing activities will likely fall flat and be ineffective if you have not sufficiently identified and researched your audience.

Need to spend some time getting to know your customers? Head to our Resources section and download our Customer Avatar template. Profiling your ideal customers will help you make better, more informed marketing decisions.

3. Be clear on your brand positioning

Your brand positioning statement will be a key ingredient that adds life to your marketing communications. What genuine benefits does your business offer customers and why should people buy from you?

Be sure to dedicate uninterrupted time to creating a clear, specific and unambiguous description of what your business offers. A concise statement will also help you to develop your all-important elevator pitch and be able to confidently introduce your business to prospective customers.

4. Know your numbers

How much profit do you make on each sale? Before you can allocate your marketing budget you need to be comfortable with how your business is currently performing (if you are already in business) and where potential growth opportunities are (and how big these opportunities are!). This information will guide you in allocating your marketing investment and significantly impact success. Even a modest marketing budget can achieve great results if invested wisely.

5. Embrace SMART goals

A successful marketing plan will include very specific, goal-driven measures. The goals of each marketing activity or campaign that you plan to undertake should be ‘SMART’:

Specific: well-defined.

Measurable: know if the goal is obtainable/know when it has been achieved

Agreed upon: agreement with all stakeholders as to what the goal should be

Realistic: within the availability of knowledge, resources and time

Time-specific: defined time period in which to achieve the goal

6. Know your limitations

For many small businesses, the key limitations or barriers to marketing success are time, money and marketing know-how. But best to acknowledge these upfront rather than build a marketing plan that proves to be too expensive or labour-intensive. Be realistic about the resources that you have available to you and plan accordingly.

You may even consider outsourcing non-core elements of your business to allow you to concentrate on the important (money-making) aspects.  Remember that any marketing campaign can be adapted or scaled up as your business grows.

Review, test, adapt

A marketing plan should be seen as an evolving guide that helps you to shape your marketing decisions. To be successful, ensure that you regularly refer back to your plan – review, test and adapt your marketing campaigns – and don’t leave your lovingly crafted marketing plan gathering dust!

Ready to get planning? Head to our Resources section and download our 90-Day Calendar. Planning out just 90 days of marketing activity is a great way to focus your business on the areas that matter most and move things forward. And our template is undated so you can start it whenever you want.

Do you have a marketing plan question that you’d like help with? Find us on Instagram or get in touch through the website  – we’re here to help.

The post 6 quick tips for a winning marketing plan! appeared first on Marketing Vision.

With limited marketing funds, it is essential that you talk to the right people – your potential customers.

It may sound obvious, but there are many business owners who give little consideration to who will buy their products or services before they begin their marketing. How can you successfully market and grow a business without this information?

Follow these 3 simple steps to help you identity and reach your real target market.

Step 1: Identify your target market

The first step you need to take is to define your target market. Having a clear profile of your target customers will help you weed out the ‘maybes’ and ‘nevers’, and ensure that your marketing activities are targeted and cost-effective.

Take some time to note down the following about your target audience:

• Demographics: Who are they? What is their age, gender, profession, income and so on.
• Psychographics: How do they think? What are their interests, values/attitudes, likes/dislikes and so on.
• Behavioural: What do they do? How do they consume media? Is it online or offline? What sites or publications?

It is worth taking an extra step and thinking about what your bullseye target market looks like. To do this, write a short statement which describes your perfect customer.

Step 2: Reach your target market

You now need to give consideration to how you are going to reach your target audience. Having spent time on profiling your target market, you should find this step of the process much easier. To maximise your marketing investment, you need to fish where the fish are!

Some simple examples – if your target audience are 25-35 year old busy professionals, think about social media and online platforms as these are mediums that this demographic actively engage with.

Alternatively, if your products or services are aimed at 55-65 year olds who are largely retired, you may want to opt for print publications you know to be read by this demographic. Whether online or offline remember to ask advertising sales executives for a breakdown of the demographic profile of their readers. This information will help you to make decisions about allocating your marketing funds effectively.

Note also that no matter the target audience, you need to ensure that your content not only reaches them, but also engages with them.

Step 3: Identify your type of customer

With each marketing outreach you undertake, remember to also think about the type of customers you are trying to connect with.  Are they existing, new, lapsed or repertoire customers (repertoire customers are those who are not loyal to one brand, but who may be influenced by things such as promotional offers). This will impact on the messaging and tone that you adopt for your marketing communications.

Know your target market and your business will grow

A new client of mine came to me for advice on how to identify their target market. At the time, they were a relatively new start-up business and were keen to nail this upfront in order to help them quickly build a sustainable business. We went through the steps outlined above and worked together to build a profile of their target audience.

With some additional consultancy work, they now have the confidence to explore or reject potential advertising opportunities that come their way and were kind enough to give the following feedback:

“Paula has taught us how to effectively pin point our target customer.  So now instead of just waiting and hoping customers will come to us, or searching them out in all the wrong places, we now know where and how to attract their interest.  She has saved us a small fortune by getting us to advertise in the right places, which are often free, rather than placing expensive ads in publications which are too general to reach our potential customers directly.  Our business is now starting to grow past the start-up stage, and we know that as it grows we will often return to Paula for invaluable advice that will keep us looking for new ways to improve and reach an even larger market”.

Gillian Ussher, Perpetual Portraits

Start identifying your own target market

With limited time and money, small business owners cannot afford to take a shot in the dark approach to marketing. Dedicating time to clarifying your target market will help you be more focused, more effective in your marketing activities and ultimately achieve a better return on your investment.

Need to get to know your target market? Head to our Resources section and download our Customer Avatar template. Profiling your ideal customers will help you make better, more informed marketing decisions.

Got a question? Find us on Instagram or get in touch through the website – we’re here to help!

The post 3 simple steps to targeted marketing appeared first on Marketing Vision.