5 Marketing Foundations Every Small Business Needs

Do You Have Your Marketing Basics in Place?

It’s critical to have strong marketing foundations for your small business.

small business marketing plan

Many small business owners dive into specific marketing activities, such as a website or brochure, but this is usually the wrong approach. It’s critical to start with a strong foundation and have the marketing basics in place.

1. Have a vision in mind

  • What are you trying to achieve as an organisation?
  • How do you envisage your organisation in the future?
  • What is your point-of-difference?
  • What are your strategic priorities?

Create a one or two sentence strategic vision statement. An example of a strategic vision statement for a boutique real estate agency may be: ‘We find unique properties for unique people. We understand that every property and every person is different, so we provide one-on-one and customised services to help you find the perfect property’.

You can also drill this down into a short phrase that can be used as a tagline or slogan on all of your communication materials. Eg. Unique properties for unique people.

2. Goals and objectives

Identify clear marketing goals and objectives that will help you achieve your overarching vision.

For example: drive more sales; increase awareness; increase store traffic.

Then identify specific and measurable objectives to help achieve your marketing goal could include: Eg. Inspire 20% more calls-to-action (likes/share/views/comments) or opt-in to your mailing list; Generate 20% more sales leads; Increase customer enquiries by 10%.

3. Develop a Marketing Plan

A marketing plan should include:

  • Marketing goal(s) and objectives – what specifically do you want to achieve from your marketing plan?
  • A customer profile – specify the age, gender, location, customer drivers and barriers to buying from you, for each of your target market segments.
  • Pricing – what pricing structures will you be using and why? Will your pricing structure change in the future?
  • Distribution – what channels will you be using to distribute your products or services?
  • Advertising and promotion – what specific paid and non-paid activities will you undertake?
  • Stakeholders – who can you engage as potential partners, suppliers, ambassadors who can help encourage sales? Who could detrimentally affect your sales and how will you engage them?
  • Evaluation – how will you monitor and measure the success of your marketing activities?

4. Know your target market inside out

Get to know your target market and its segments.

Know your target market and market segments inside out. Who are they? What do they like? What is their age? Where do they live? What are their interests? What are their drivers? What are their barriers? What problem do they have that you can
solve? What can you offer them? How will you reach them?

Think about your target market as individual people not just demographical facts and figures.

You should create customer personas or profiles of your most sought after and profitable customers and understand how to speak directly to them directly.

5. Have a unique brand story

Know your unique brand story and make sure it resonates with your target market.

If you haven’t articulated your point of difference or one page brand story yet, you can do it now with these tips.

And once you know your unique brand story make sure it forms the foundation of all of your marketing and communication messages.

If you’re not sure where to start with your marketing, you can watch a free 1 hour How To Market My Small Business training video hereNO EMAIL REGISTRATION REQUIRED!

You can check out our other free small business resources here.


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Kylie Fennell

I love creating and curating content, strategies and resources that will make your day. I’m a Writer, Marketer, Business Advisor and Trainer with 20 years of industry experience. I'm also a passionate home cook. By far though, my biggest role to date has been (and continues to be) Small Business Owner and Mother.