We're in part 3 of our series on business planning.
As women of color in business, we have a unique ability for marketing our services.
Your marketing plan identifies what you offer, how you will reach your clients/customers, and what sets you apart from your competitors. Your marketing plan will help you decide what items or tools you need to promote your business: word-of-mouth? print advertising? products with your logo on them? viral e-mail?
As some first steps, identify types of people who may need your product or service. Who are your customers? Why do people need you in particular? What types of people will help you reach your customers? How else will you reach your customers?
A marketing plan will help you develop a six month, one-year, 3-year, 5-year, 10-year, even 50-year idea about how you will grow your clientele.
Some basic ideas to help you plan out your marketing efforts:
Print collateral
Many people start out with business cards! Keep it sweet and simple.
As you start to build up your clientele and make sales or provide services to your customers, you will want to identify your top products or services in a print brochure or a tri-fold that explains your business.In addition, with added growth comes the time for some businesses to invest in promotional materials or a mailout.
Identify your budget for print advertising and consider what is the best medium to meet your customers' needs.
Website Marketing
Your website will most definitely reflect your products and services to the best of your ability. Many customers find people online nowadays: it's best if your website is easy to navigate, does not have broken links, is uncluttered, and has all the information a potential customer can use right there for them.
What will you offer your potential customers online? Coupons? The ability to sign in and be a part of a community? Some resources that you offer? A calendar with news and events? Your website is on 24/7 and can help your customers find you.Earned Media
Do something daring and get mentioned in the newspaper. Launch a nationwide campaign to address a social issue that your company can help improve. Even better, encourage your users to "evangelize" for you. A terrific example of this is the rise in sales of Mentos because of the grassroots "experiments" on what happens when you mix Mentos and Coke:
http://www.eepybird.com/
RESOURCES:
The 22 Immutable Laws of Branding by Al Ries, Laura Ries
How to Win Friends and Influence People by Dale Carnegie
Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business by Jay Conrad Levinson
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