Small business owners may not place a marketing plan at the top of their ‘to do’ list, but it should be. Whilst a business plan helps define the direction for your company, a marketing plan will help your business understand how to get there, detailing stages to creating customer relationships. The most important thing your marketing plan should include is a very clear understanding of your customers and your competitors. Who are your customers? Where do they get information?
One of the most important things for businesses to consider is how they will "differentiate" their offering and create value for their market. What makes them different? Why should customers choose them? In marketing-speak this is known as the Competitive Positioning Strategy. It’s about carving out a spot in the competitive landscape, putting your stake in the ground, and winning mindshare in the marketplace – being known for a certain “something.” When your market clearly s