Marketing plays an essential part in a business, you could be selling the most the most useful item available, although if you do not market your business and products correctly, you may as well be selling ice to an Eskimo. A marketing plan is usually established within the early stages of a businesses life. Where potential economic, environmental and social effects that could threaten your business are highlighted. A marketing plan describes how the business proposes to tackle such obstacles and how it can grow within its environment. A strengths, weaknesses, opportunities and threats (SWAT) analysis is also drawn up where a business can analyse their current position, analyse their competitors and see how they can strive towards a successful future.

The marketing plan of a business should be constantly reviewed, it should not been seen as a static formality to adhere to when a business initially starts up. A marketing plan is a powerful tool it should be referred to and updated on a regular basis, and used proactively throughout the daily activities of a business.

The golden rule of marketing is that your customer is king! They provide you with your bread and butter, this message is diluted within many larger organisations where growth prevents them from providing their customers with the personal touch and attention to their customers needs. Customers are king, therefore the up most of professionalism, customer service and empathy should be placed when dealing with customers, from being a potential lead right the way to being a long term customer, consistency should remain throughout. Honesty should also be practiced throughout your business, customers are much more respectful if they receive all the correct information, and feel they are being kept in the loop – Being honest with your customers will certainly gain their respect and trust.

Marketing is a diverse topic, there are many areas to consider, How will you market yourself? What type of packaging will sell your products? who are your customers? These are just a few questions that you need to be asking yourself. There is also the online marketing aspect that must be considered. In today’s era a company without a website, or a poorly designed/non trustworthy website is viewed negatively. Consumers are becoming more savvy in their approach, before purchasing they will carry out research into a product/service online, searching  for the most cost effective and quality suppliers.  Therefore a well designed website and positive Online presence for your business are essential, Online marketing should be highlighted within the marketing plan of a company.

To conclude marketing is an essential part of any business, it should not be rushed into, rather take your time look at your business from an outside perspective. Getting your marketing plan right from the very beginning will set your business up for future success.