Marketing plan musts

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Every business should have a working marketing plan. That means it’s a document you are actively using. It’s not in a three-ring binder. It’s not gathering dust on a shelf.

Whether you already have a working marketing plan, need to modify your dust gatherer to be a useful tool or are just thinking of creating a plan, here are some key do’s and don’ts.

Do less, but do it better. Most business owners make the mistake of being too ambitious with their marketing efforts. This results in starting many things, but never doing them consistently and well.

You’re much better off if you do fewer things but do them more often and better.

Balance your audiences. It’s a natural urge to invest all of your marketing resources on getting new clients. But that’s shortsighted. The two most important audiences are your employees and your current customers. Be sure your marketing plan gives them enough attention.

At least half of your budget and effort should be aimed at these two critical groups of people. If they can’t sing from the company songbook, you’re in trouble.

Don’t put all of your eggs in one basket. One of your goals should be to deliver your business’s key messages through a variety of media. No matter how much you believe in word of mouth, direct mail, e-newsletters or an interactive website, don’t get stuck on any one medium.

Stack up impressions by varying the media that carry your message. Just be careful that you don’t overdo this one and end up violating the “do less, but do it better” rule.

Tune up your marketing plan with these rules and then put it to work!

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2010 Drew McLellan