As the owner of a growing business, you wear many hats that may be new to you, one of which is marketer. These six steps give a baseline playbook for creating a marketing plan and helping you to understand where to start even without a background in marketing. - Luke Geeves, Relationship Manager, ANZ Business & Agri, ANZ

Writing a marketing plan is a crucial step for any small business owner looking to grow their brand and reach their audience effectively. A well-thought-out plan helps ensure your limited time, effort, and money are spent on the marketing tactics that will deliver the most impact.

Here’s how to craft an effective marketing plan in six steps.

Set clear objectives

Before you jump into action, identify what you want to achieve. Do you want to increase sales, grow your audience, or boost brand awareness? Align your objectives with your overall business goals, and tailor them to the resources — time, budget, and personnel — you can dedicate to marketing.

Know your target market

Understanding your audience is key to successful marketing. Create detailed profiles of your ideal customers, including demographic information (age, gender, income) and behavioural insights like spending habits and values. By doing the demographic breakdown, you can focus on reaching the people most likely to support your business.

Understand your competition

Analyse your competitors to find out how you compare in the market. Look at their target audience, pricing strategies, and promotion techniques. What are they doing well? Where can you offer something they don’t? Researching competitors can help you identify your strengths and carve out a unique position in your industry.

Define your competitive advantage

Why should customers choose you over the competition? Your competitive advantage - whether it’s quality, price, or a unique product offering - should serve as the foundation of your marketing plan. Speak to your customers to understand what they value most about your business, and use those insights to highlight your edge.

Pick the right tactics and channels

Not all marketing channels suit every business or audience, so be strategic. Use the ‘7 Ps’ framework - Product, Price, Place, Promotion, People, Process, Physical evidence - to determine your approach. For example, if your audience spends significant time on social media, focus on ads and content there.

Develop an action plan and budget

Develop a well-defined roadmap to bring your strategy to life. Your action plan should outline what needs to be done, who’s responsible, and the associated costs. Don’t forget to include measurable goals to track success, such as engagement rates or revenue growth.

With these steps, you’ll be ready to create a focused, efficient plan that drives results for your small business.

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How to write a small business marketing plan in six steps