It's Time for a Marketing Plan Update
by Bobette Kyle

In the U.S., end of summer vacations and beginning of the school year mark the onset of a new marketing planning "season." It is a time to update your old marketing plans or -- if you do not have a marketing plan -- begin writing one for the first time.

Each Marketing Plan is Unique

If you are writing a marketing plan for the first time, please understand that there is no single approach to effective marketing planning. Formats and procedures vary widely. Plus, there is no other business out there exactly like yours. So, your marketing plan will be one-of-a-kind.

Your company, customers, competitors, and suppliers interact to create a unique and ever-changing business environment. Because of this, your marketing plan should also be unique and frequently changing. What worked very well for some other business may be a complete failure for you. Also, marketing programs that worked very well for your business in the past may not be the most effective choice today. Or vice versa: a program you passed over last year may be more appropriate now. By thinking of your plan as a unique and perpetual work in progress, you can be better prepared to change direction when the business environment changes.

A Plan Makes a Profitable Difference

Ultimately, your marketing plan is a compass by which you navigate your day-to-day business. As opportunities arise or your business environment changes, the objective and strategies in your marketing plan will point you toward the best action. Without a marketing plan, you are guessing what might be best for your business. And don’t forget to address your Web site in the marketing plan. Without a Web site marketing plan, your site may be a drain on your finances rather than a business builder.

Writing a marketing plan for your business does not require any kind of marketing degree, only a knowledge of your business and the desire to make it better. Once you have a structure to follow, the rest of the planning process is a matter of rolling up your sleeves and getting it done. There is a wide selection of books, software, and tools to help you through the marketing planning process. Some approaches require a great deal of time and others are "quick and dirty." All can be adapted to your needs by applying them to your business as a whole, an individual product, or your Web site. For articles and resources representing a variety of approaches to writing your marketing plan, go to Marketing Plan Articles .com (http://www.MarketingPlanArticles.com).

So, this marketing plan season, don’t forget to take the time to update an existing marketing plan or write a new one. Your future profits depend on it!

About the Author

Bobette Kyle draws upon 18+ years of Marketing/Executive experience, online marketing experience, and a marketing MBA as inspiration for her writing. She is publisher of WebsiteMarketingPlan.com and MyOnlineWeddingHelp.com, as well as cofounder of Daysteps LLC.