不论是小公司还是大公司，首要的成功的关键之一是准备并实施一个好的营销计划。为什么？因为你可以提供令人敬畏的产品和服务，但是，没有一个合适的计划，你会为发展方向而困苦挣扎，并为此浪费大量的时间和精力。你的营销计划是你公司成功的一个基本要素，它独立并区别于一个商业计划。

　　

　　一个营销计划包括的内容
　　当准备你的营销计划时，它须包含与你的公司目标相关的数据和细节，你正提供的产品或者服务，你打算怎样销售它，以及测量你的成功的一个方法。一般来说，当小公司用一个较简约的的战略计划就能说明问题时，大公司却要制作无论是规模还是种类都极其复杂的方案。定期地查阅方案是一个好的主意，如此你便可以追踪你公司的前进步伐。

　　

　　一、设立一个目标
　　作为“要设立一个努力的目标或者目的”这种做法的一个坚定的支持者，我建议从一个清晰的营销计划目标开始。虽然它可能意味着用一段时间来思考，但是对你的公司的总体目标加以确认是再好不过了。花费一点时间凝神关注于你真想得到的东西，你就会更快地到达。
　　比如，当我刚刚开始写作和咨询生意时，我整理了一个粗糙的营销计划，很长时间我在努力思考我打算干什么。关键是我想要用一个积极和有意义的方法分享我的技能超过了任何其它的事情，不但我个人受到奖励，而且我也想确信我所提供的东西能够帮助其它人成功。细心体会我的特长，我知道，我醉心于接受这样一种挑战：写出一个给人印象深刻的、富有成效且充满活力、表述良好并简单易读的文案。但是，我也从授权其他有如此想法的人之中得到了乐趣。我设立了与我的目的结合在一起的的一种意向，意向如下：我作为一位作家或顾问的志向是十分成功地为我的客户提供高质量的文案，借由帮助客户脱颖而出而成为客户目标的唯一体现！” 那意向带我走向了我多年前就打算走的漫漫长路。

 

　　二、认识你的市场
　　在你的营销计划中包括你打算进入目标市场所要特别采用的战略。要特别关注你将要见到什么样的观众。你所在的行业有特别的发展趋势吗？你了解你的竞争对手吗？临时歇业会影响你特殊的势力范围吗，如此，带给你的是利还是弊？你已经研究过你的产品的市场需示了吗？换句话说，你考虑过在客户考虑购买你的产品还是服务的时候经济可能对他既没有负影响也没有正影响吗？经济不是必然地影响一些产业，但因为它确实关联到很多市场，你也许想了解那些市场。

 

　　三、你的营销战略
　　你打算如何销售你的产品和服务？如果你不想以某种方式促销你的业务，你的公司很容易被人遗忘。因此一个有效的销售策略是必须的。想想世界上一些最大的公司，他们是如何不断地采用头脑风暴法努力保持民众的注意力。注意到我们如何每天每被新的商业广告和商品简讯集中轰炸，那只不过试图确保我们从不要忘记某些产品或者服务。我没必要建议你做同样的事，但是它确实可堪重负。当然，我们大多数不能同巨大的公司竞争，然而有很多方法可以推销你的业务，而没有它促进业务你就会花费许多钱。它仅仅需要一点想法和创造性。
　　因为营销是从不结束的一个过程，关于你如何接近你的目标听众，须有一些合适的方法。决定各种各样让你引人注目的方法和谋略永远是一项挑战，但是它可能是有趣的。
　　对多数小企业家的奋斗来说，营销可能是一种试验和错误的努力，因为一些方法运行一段时间后好像江郎才尽了。基于我的经验，当我发现一种方法没能产生果实，我便很快认识到探索其他方法的机会到了。对我来说，首选的办法就是回到基本状态，因此我写一篇新文章，发出一个新闻稿，通过电子邮件向老客户问候一下，或者只是安静几天直到我再次打起精神。但是，在方案中我总是有些东西使我受到激励。我建议不要把你全部的鸡蛋放进同一个篮子，因为如果井干了，你将一无所有。我也建议对新思维要保持开放。通常，我们会固守一种方法，而对于新的转向感到害怕。直到某人建议之前，你不可能想到一个特别的方法，因此，只有你得到一些想法时才可以说“不”。

 

　　四、制定日程表并完成目标
　　通常你的计划应该经历一段时期，从六个月到一年。定期问你自己是否你采取了你所计划的全部步骤。你是否在你的日程安排之内？你吸引到了你希望吸引的顾客了吗？你进行过反馈或者送出建议的融洽交往吗？你与顾客建立了和谐关系吗？营销计划是否需要重新设计或者反思？检查核对你已经准备了月余作为实现目标的测评方法。如果发现你正朝着目标迈进，就保持计划如初。但如果你明显看到有些内容已经失效，重新思考你的营销战略。
　　最后，你从没有停止过营销，即使你希望有一天可以坐享其成。你必须保持思路开阔，并且要避免千篇一律。由于让全世界都纷纷上门是你的目标，那么，让一个好的营销计划保持更新和完善对你的成功营运至关重要。拥有一个导向成功的交通图，既能让你不偏离目标，又有助于产出最大化。

 

 

 

 

Whether you are a small company or a larger corporation one of the primary keys to

success lies in preparing and following a good marketing plan. Why? Because you can have the most awesome product or service to offer, but without a plan in place, you

may flounder for direction and waste a lot of time and energy as a result. Consider that your marketing plan, which is separate and apart from a business plan, is an essential

element to the success of your company.

 

What a Marketing Plan Should Include

 

As you prepare your plan it should contain data and specifics pertaining to your

company's goals, the product or service you're offering, how you intend to market it

and a means for measuring your success. Generally speaking, larger companies create

plans that are extremely comprehensive in size and nature while smaller companies will do just as well with a briefer strategy. It's a good idea to refer to your plan regularly so that you can track your company's progress.

 

1.　Create an Objective

 

As a strong proponent for creating an objective or purpose regarding any endeavor, I

recommend starting with a clear objective for your marketing plan. Although it may

mean spending a bit of time in contemplation but it's best to be certain as to the overall

purpose and objective of your company. Take some time to focus on what you really

want to achieve and you'll get there much faster.

 

As an example, when I first began my writing/consulting business while putting

together a rough marketing plan, I thought long and hard as to what I intended. More

than anything else, It was essential that I share my talent in a positive and meaningful

way so that not only was I personally rewarded but I also wanted to be sure that what I offered would help other people succeed. Focusing on what I felt about my

expertise, I knew that I enthusiastically enjoyed the challenge of creating material that

would be impressive, effective, dynamic, well written and simple to read, but I also

relished in the idea of empowering other people so with those thoughts in mind，I

created an intention that aligned with my purpose. It is as follows: My intention as a

Writer/Consultant is to fully succeed at providing my clients with high quality written

material that uniquely reflects their objectives while helping them stand apart from the

crowd! That intention has taken me far on the road I contemplated many years ago.

 

2.　Be Aware of Your Market

 

In your marketing plan should be the strategies you intend to apply for specifically

reaching your targeted market. Pay special attention as to which audience you are

trying to reach. Are there particular trends in your industry? Are you aware of your

competition? Are layoffs affecting your particular arena and if so is it to your benefit or detriment? Have you researched the need for your product? In other words, consider

how the economy may effect people either negatively or positively when they consider

purchasing your product or service? The economy does not necessarily influence

some industries, but because it does have some bearing on many markets, you may

want to be aware of those markets.

 

3.　Your Marketing Strategy

 

How do you intend to market your product or service? If you are not promoting your

business in some way, it's easy to forget your company, so an effective marketing

strategy is essential. Think about some of the largest companies in the world and how

they are constantly brainstorming in an effort to keep the public's attention. Notice

how we are collectively bombarded with new commercials and announcements daily,

in an attempt to make sure we never forget certain products or services. I don't

necessarily recommend that you do the same, but it does hold some weight. Of course most of us cannot compete with huge companies, however there are many ways to

promote your business without it costing a lot of money. It simply requires a bit of

thought and creativity.

 

Since marketing is a process that never ends, have a few ideas already in place as to

how you may reach your target audience. While you may hope for the day when you

can sit back reaping the benefits of your efforts, you can never stop marketing. It's a

constant challenge determining various methods and tactics that will get you noticed

but it can be fun.

 

For the majority of small entrepreneurial efforts, marketing can be a trial and error

effort since some methods work for a while and then seem to dry up. Based upon my

experience, when I find that one avenue isn't bearing fruit, I simply recognize it as an

opportunity to explore other avenues. For me, that primarily means getting back to

basics, so I write a new article, send out a press release, saying hello to old clients via 

email or simply get quiet for a few days until I'm inspired. But I always have

something in my plan that keeps me motivated. I suggest not putting all your eggs into one basket because if the well runs dry, you're left with nothing. I also suggest staying open to new ideas. Very often we become set in our ways and feel afraid to veer in a

new direction. You may not have considered a particular avenue until someone

suggests it, so don't say no until you've given it some thought.

 

4.　Setting Time and Accomplishment Goals

 

Generally your plan should cover a period of from six months to a year. Ask yourself

periodically if you've taken all the steps that you planned. Are you within your

schedule? Are you attracting the clientele you had hoped to attract? Are you making

good contacts that return or send referrals? Are you building rapport with customers? Does the plan need some rearranging or rethinking? Check the plan you've prepared on a monthly basis as a measure for meeting your goals and objectives. If you find that

you're on target keep the plan as it is. But if you obviously see that something isn't

working, rethink your marketing strategies.

 

Finally, while you may hope for the day when you can sit back reaping the benefits of

your efforts, you can never stop marketing. You must keep an open mind and never

get stuck in sameness. As it is your goal to have the world beat a path to your door,

keeping a good marketing plan updated and refined is crucial to the success of your

business. Having a roadmap to success will both keep you on track and help to

maximize your outcomes.