Marketing and Sales Plan

Marketing is typically the initial stage of the process, focusing on attracting potential customers and building brand awareness while sales makes sure that customer interest turns into purchases, and then builds lasting relationships that keep people coming back.

When creating your marketing strategy some things to consider:

What are your business goals: This may include increasing revenue, expanding into new markets, improving customer satisfaction, or launching new products. Setting clear goals helps you prioritize resources, align your team’s efforts, and track progress over time.

Define Your Target Market: Go beyond basic demographics and understand your customers’ needs, motivations, and buying triggers. Make sure you articulate what sets you apart from your competitors and why customers should choose you.

Market Research: Gather and analyze information about your customers, competitors, and industry to make smarter business decisions.

Some things to consider:

• Opportunities for Entry: What trends, gaps, or timing factors create the best chance for your business to succeed?
• Who are your competitors: How important is your target market to your competitors, and are they prioritizing it effectively?
• Barriers to Growth: What challenges—such as regulations, costs, or customer loyalty—could make it harder to enter or expand?
• Industry Trends: What shifts in technology, consumer behavior, or regulations are shaping the industry, and how can your business adapt to stay ahead?

Sales Process: The process by which a business turns a potential client into a customer. Outline each step: lead generation, qualification, presentation, objection handling, closing, and follow‑up. Sales process may include the following:

• Generate leads on prospective customers using your professional network or online resources
• Qualify your potential customers to ensure they meet your target market
• Present your service or product to your customer. Be ready to address concerns and answer questions.
• Negotiate the terms and close the sale.
• Follow-up with the customer to make sure they're happy and to identify any possibilities for repeat business or for referrals.

Sales Channels: Choose where and how you will sell to your customers. This may include the following:

• Retail storefront: Physical retail location where customers can shop.
• E- Commerce: An online store where you can sell directly to customers.
• Wholesale: Selling products in bulk to other businesses.
• Digital Marketing: It combines tools like search engine optimization (SEO), social media, email campaigns, blogs, YouTube, online ads, etc.

You can access a free marketing template guide from Service Corps of Retired Executives (SCORE).

Branding is the process of creating a unique and memorable identity for a company, product, or service.

The purpose of branding is to differentiate a business from its competitors and build a strong, positive perception in the minds of consumers.

This can include creating a brand name, logo, tagline, visual design, and overall message that communicates the brand’s values and personality.

Some things to consider:

• Align your brand with your mission, vision, and values.
• Create consistency with your visual identity (logo, colors, fonts) across your website, social media, print collateral, packaging, and customer service.
• Develop a brand voice that reflects your personality and resonates with your audience.
  
  Examples of branding include:
  • Designing a memorable logo and consistent color palette (e.g., “Google”)
  • Developing a tagline that captures your mission (e.g., “Just Do It” – Nike)
  • Creating branded packaging that reflects your company’s style (e.g., “Tiffanys”)

Advertising is the practice of promoting products, services, or ideas to a broad audience through paid channels to encourage people to purchase a product, support a cause, or influence their opinion.

Public relation is a strategic communication process focused on building positive, mutually beneficial relationships between an organization or individual and the public.

Ways you can apply advertising and PR:

• Choose the right advertising channels (digital ads, print, radio, or local sponsorships).
• Set a budget and track return on investment.
• Write press releases to announce milestones, partnerships, or events.
• Build relationships with local media and community organizations.
• Monitor and respond to customer feedback.

Digital marketing is the use of online platforms, mobile devices, and other digital technologies to promote products and services by creating personalized, engaging experiences for customers.

It combines tools like search engine optimization (SEO), social media, email campaigns, blogs, YouTube, online ads, etc.

Ways you can apply digital marketing:

• Use content marketing (blogs, videos, infographics) to provide value and attract leads.
• Build an email list and send regular, personalized updates.
• Develop a social media strategy tailored to your audience.
• Track performance with analytic tools and adjust strategies based on data.
• Use search engine optimization (SEO) to improve website visibility
• Pay‑per‑click (PPC) ads targeting specific customer segments

Networking is the process of building and maintaining connections with other individuals or organizations.

This can be done both online and in person, and it's a valuable skill for personal and professional growth. In business, networking involves exchanging information and ideas, seeking advice, and opening the door to new possibilities.

Some things to consider:

• Attend events such as trade shows, conferences, business events.
• Join communities, industry associations, and professional groups in your industry.
• Prepare a clear elevator pitch to introduce your business.
• Follow up with contacts promptly and nurture relationships over time.
• Seek out mentors and explore collaborations with other businesses.