Five questions, answered in writing
A marketing plan does not have to be long. It has to answer five questions in writing, so that every dollar you spend has a reason. Most small businesses that struggle with marketing are not short of ideas. They are short of a plan that says what to do first.
Pick one main goal for the next 90 days, such as more leads, more store visits, more repeat customers or more people who know your name locally. Several goals at once split your money too thin. You can change the goal next quarter.
Describe the people you most want more of. Who are they, what problem do they have, and what makes them choose you over the shop down the road? Think about your best current customers, and write down what they have in common.
For a local business, geography matters more than almost anything. A plan for a neighborhood, a town or a few ZIP codes is very different from a plan for a whole region. Name the streets, towns or areas you actually serve, and the places where your customers already spend time.
Choose a monthly amount you can keep up for at least three months. Rules of thumb for how much to spend vary widely by industry and by how fast you want to grow, so start from what you can afford to test and what a new customer is worth to you. See how to split a small marketing budget.
Choose two or three channels to do well rather than ten to do badly. The list to pick from is longer than most owners think: search, social, local sponsorships, direct mail, local radio and newspapers, community events and online directories, plus outdoor options such as signs, billboards, transit and vehicle wraps. See outdoor advertising for local businesses.
Turn your answers into a one-page plan with a calendar. At the end of each month, look at what brought in customers and move money toward it. See a 90-day marketing plan for a simple way to do that.
This guide is general information, not professional advice. Prices, availability and results vary by business and by market, so check details with the people who sell the advertising before you spend money.