Small Business, Big Impact: A Marketing Plan Guide for Local Business Owners for 2023

Small Business, Big Impact A Marketing Plan Guide for Local Business Owners for 2023

WELCOME Welcome to Small Business, Big Impact: A Marketing Plan Guide for Local Business Owners!

My name is Cheyanne O'Driscoll and I am the owner of CO' Marketing, a creative and strategic marketing firm based in the Bay of Quinte. I specialize in helping local, independently owned businesses achieve their marketing goals and grow their businesses.

I know that as a small business owner, marketing can feel overwhelming and frustrating, but I also know that it's crucial to the success of your business. That's why I've created this course specifically for you. In these lessons, I'll guide you through the process of creating a marketing plan that works for you and your business.

So, if you're ready to take control of your marketing and start seeing real results, join me in this course and let's get started!

Cheyanne O'Driscoll MARKETER

SMALL

BUSINESS

OWNER

LOCAL

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CONSUMER

3 STEPS Are you a small business owner struggling to attract and retain customers? Do you feel like you're constantly throwing marketing tactics against the wall to see what sticks? It can be overwhelming and frustrating trying to navigate the ever-changing landscape of marketing. But it doesn't have to be that way.

In this ebook course, I’m going to show you how to truly understand your market and target customers, how to create a marketing mix that reaches them effectively, and how to measure and adjust your efforts for maximum success.

01 02 03 Module 1: Let's get started with Marketing Planning

Module 2: Understanding your Market

Module 3: Crafting your Marketing Mix

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Marketing Plan Template Executive Summary:

A brief overview of the marketing plan as a whole, including the main goals and objectives of the plan.

Situation Analysis:

An analysis of the current market situation, including an overview of the target market, competitors, and the business's current position in the market.

Market Segmentation:

Identification of specific segments of the target market to focus on, including demographics, psychographics, and behavior.

Target Market:

A detailed description of the target customers, including their needs, wants, and preferences.

Product Strategy:

A description of the product(s) offered, including features, benefits, and how they meet the needs of the target market.

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Price Strategy:

A description of the pricing strategy, including pricing objectives, pricing methods, and how they align with the target market and overall marketing plan.

Place Strategy:

A description of the distribution strategy, including where the products will be sold and how they will be made available to the target market.

Promotion Strategy:

A description of the communication and promotion strategy, including advertising, public relations, personal selling, and sales promotion techniques that will be used to reach the target market.

Implementation and Control:

A description of the action plan, including specific tasks, timelines, and budget for executing the marketing plan.

Evaluation and Control:

A description of the methods for monitoring and evaluating the effectiveness of the marketing plan, including key performance indicators and a plan for making adjustments as needed.

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MEET LAURA

You'll get the chance to follow along with the story of Laura, a 41-yearold woman who owns a handmade pottery shop in a small city in southern Ontario named The Crack'd Pot. She's going to be our example as we walk through the process of creating a marketing plan that works for her business, and will work for yours too.

Three years ago, Laura was over the 9-5 grind and wanted something more, something that would allow her to tap into her creativity and have autonomy over her career. She knew she had a passion for handmade pottery and decided to take a leap of faith and start her own business, The Crack'd Pot. Starting a small business is never easy and Laura faced many challenges along the way.

But with hard work and determination, she was able to turn her passion for pottery into a successful enterprise. One key aspect of her success has been her annual marketing plan. Through her marketing efforts, Laura's been able to escape the trap of the typical 9-5 and build a business that aligns with her values and passions.

And a big part of that success was her annual marketing plan, which helped her reach her target market and grow her business. With this course, we want to help you do the same for your small business and experience the same sense of fulfillment and purpose that Laura has.

This course is designed to guide you in creating your own annual marketing plan, just like Laura's. By following the lessons and modules, you will be able to understand your market, create an effective marketing mix and put together a plan that works for you.

MODULE ONE

Let's get started with Marketing Planning

In the next three lessons you'll learn the fundamental concepts and terms of marketing planning, understand what goes into a marketing plan, and develop a plan that works for you.

LESSON ONE Understanding the basic concepts and terms you need to know.

Welcome to Module 1: Let's get started with Marketing Planning!

In this lesson, we're going to cover some of the basic concepts and terms you need to know when it comes to marketing planning.

By the end of this lesson, you'll have a better understanding of what marketing planning is all about.

You'll find the key concepts to familiarize yourself with on the next page.

Now, you know these key terms and concepts and how they're used in marketing planning.

In the next lesson where we'll dive a little deeper and figure out what exactly goes into a marketing plan.

By the end of this lesson, you'll have a better idea of what a marketing plan should look like.

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TERMS & CONCEPTS TARGET MARKET

SWOT ANALYSIS

MARKETING PLAN

The group of people that your business is trying to reach with its products or services.

A tool that helps businesses identify their strengths, weaknesses, opportunities, and threats.

A document that outlines a business's overall marketing strategy and tactics.

MARKETING STRATEGIES

MARKET RESEARCH

MARKETING MIX

Specific tactics a business uses to reach its target market and achieve its marketing goals.

The process of gathering and analyzing information about a market, including target customers, competitors, and industry trends.

The combination of product, price, place, and promotion strategies used by a business to reach its target market

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LESSON TWO Figuring out what goes into a marketing plan.

In this lesson, we're going to dive a little deeper and figure out what exactly goes into a marketing plan.

We'll be using Laura's handmade pottery shop, The Crack'd Pot, as an example to help make it more relatable.

First things first, let's get clear on what a marketing plan is. A marketing plan is a document that outlines your overall marketing strategy for your business. It includes details on your target market, the products or services you offer, and how you plan to reach and engage with your target market.

Now, let's talk about the key components of a marketing plan.

TARGET MARKET: This is the group of people you want to sell your products or services to. For Laura, her target market may be art lovers and collectors who appreciate handmade pottery.

SWOT ANALYSIS: : This is an evaluation of your business's strengths, weaknesses, opportunities and threats. For Laura, her strengths may be the unique designs and high-quality materials she uses for her pottery. Weaknesses could be her limited budget for advertising. Opportunities might include the growing trend of people wanting to buy locally made products. Threats could include a downturn in the economy.

PRODUCTS OR SERVICES: This is what you're offering to your target market. For Laura, this is her handmade pottery.

MARKETING STRATEGIES: This is how you plan to reach and engage with your target market. For Laura, this could include things like participating in local art fairs, working with local art galleries, and using social media to showcase her work and connect with potential customers.

Next, we'll be discussing the steps of creating a marketing plan, so get ready to roll up your sleeves and start planning!

LESSON THREE Learning the steps to create a marketing plan that works for you.

In Lesson 3, we're going to dive into the nitty gritty of creating a marketing plan that works for you and your business. Specifically, we're going to focus on the key components that make up a marketing plan.

First, let's talk about your target market. This is the group of people you're trying to reach with your products or services. For Laura, her target market is likely people who appreciate handmade pottery and are looking for unique pieces to decorate their homes.

Next, let's talk about your SWOT analysis. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. This is a tool that helps you evaluate your current business situation and identify areas for improvement. For Laura, some of her strengths might include her unique, hand-crafted pottery, while a weakness could be her limited marketing budget.

Opportunities for her business might include participating in local art fairs, while a threat could be the increasing number of online pottery retailers.

By understanding your target market and completing a SWOT analysis, you'll have a better understanding of your business and be able to create a marketing plan that targets your ideal customer and addresses any potential challenges.

In this lesson, we'll be walking you through the process of identifying your target market and completing a SWOT analysis. h t t p s : / / c o m a r k e t i n g . c o n s u l t i n g

IDENTIFY YOUR TARGET MARKET ONE

TWO

THREE

Start by defining your product or service.

What does your business offer, and who is most likely to benefit from it?

Look at your current customer base. Who are the people who are currently buying your products or services? What are their demographics, interests, and buying habits?

Identify your ideal customer. Building on what you know about your current customers, think about the ideal customer for your business.

FOUR

FIVE

SIX

Conduct market research. Use online tools and surveys to gather more information about your target market.

Look at statistics and demographics to help you better understand them

Refine and test your target market. Once you have a clear idea of who your target market is, test it by trying to reach them through different marketing channels.

See which channels are most effective, and adjust your strategy accordingly.

Continuously monitor and adjust. As your business and market changes, your target market may also change. Keep an eye on your target market and make adjustments as needed to ensure that you are reaching the right people with the right message.

WRITE A SWOT ANALYSIS

01

02

03

Understand what a SWOT analysis is and that it is a tool that helps businesses identify their strengths, weaknesses, opportunities, and threats.

Gather information.

To conduct a SWOT analysis, you'll need to gather information about your business, your competitors, and your industry.

Identify your business's strengths.

Think about what sets your business apart from others in your industry. What are you really good at?

04

05

06

Identify your business's weaknesses. Be honest with yourself about where your business falls short.

What are you struggling with?

Identify opportunities for growth. Think about what trends or changes in your industry or the broader marketplace might present opportunities for your business.

Identify potential threats. Consider what challenges might arise that could negatively impact your business.

07

08

Create a plan of action. Now that you have identified your strengths, weaknesses, opportunities, and threats, it's time to create a plan of action. .

Monitor progress and adjust as needed.

After you've implemented your plan, it's important to monitor your progress and adjust as needed.

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MODULE TWO Understanding your Market

The three lessons in this module will help you understand the importance of market research, analyze your market and target customers, and conduct research to understand the results.

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LESSON ONE

Understanding why market research is important and the different ways to do it.

In this lesson, we're going to talk about why market research is so important for small, local business owners like Laura, the owner of The Crack'd Pot, her handmade pottery shop in a small city in southern Ontario.

First things first, market research is all about understanding your customers, your competition, and your industry as a whole. It's about gathering information that will help you make informed decisions about your business, and ultimately, help you succeed.

There are a few different ways to do market research, and it's important to choose the method that works best for you and your business.

Some popular methods include: Surveys and questionnaires Focus groups Interviews Online research Industry reports Each method has its own pros and cons, and it's important to consider things like time, budget, and the type of information you're looking

to gather when choosing the right method for you. For example, if you're short on time and resources, online research might be the way to go, while if you're looking for more in-depth information, a focus group might be a better fit.

As a small business owner, it's easy to make assumptions about your customers and your market. By conducting market research, you'll be able to gather data that will help you make better, more informed decisions about your business.

In the next lesson, we'll dive into analyzing your market and figuring out who your target customers are

LESSON TWO

Analyzing your market and figuring out who your target customers are.

In this lesson, we're going to take a look at how to analyze your market and figure out who your target customers are.

Before we get started, let's first define what we mean by "market." Your market is made up of all the people who are likely to buy your products or services. It's important to understand your market so you can make informed decisions about your business.

Now, let's talk about how to analyze your market. Here are a few key things to consider: DEMOGRAPHICS: This includes things like age, gender, income, and education level. For example, if you're a handmade pottery shop, you may want to target people who are interested in home decor and have a higher income.

PSYCHOGRAPHICS: This includes things like lifestyle, values, and interests. For example, you may want to target people who value handcrafted items and are interested in art and design.

BEHAVIOURAL PATTERNS: this includes things like purchasing habits and loyalty to your brand. For example, you may want to target people who regularly buy handmade items and have a history of supporting local businesses.

Once you've considered these factors, you can start to define who your target customers are.

For example, Laura's target market may be affluent individuals who are interested in art and design, with a focus on those who live in the local area and have a history of supporting local businesses.

LESSON THREE Conducting market research and understanding the results.

We're going to get into the nitty-gritty of market research and learn how to conduct it properly. We'll also talk about how to analyze and understand the results of your research.

First, let's talk about the different types of market research: Primary research is research you conduct yourself, such as surveys or focus groups.

Secondary research is research that has already been conducted, such as industry reports or government statistics.

Both types of research are important for understanding your market and making informed decisions.

Once you've decided on the type of research you want to conduct, it's time to start gathering data. This can be done through surveys, focus groups, interviews, or online research. Once you have all your data, it's time to analyze it.

Look for patterns and trends in the data. What do your customers want? What are their pain points? What sets your business apart from the competition? These are all important questions to answer when analyzing your market research data.

Finally, it's time to understand the results. Use the insights you've gained from your research to inform your marketing strategy. For example, if you've learned that your target customers are looking for unique, handcrafted pottery, you might want to focus on showcasing the craftsmanship of your pieces in your marketing efforts. h t t p s : / / c o m a r k e t i n g . c o n s u l t i n g

Over these 5 lessons you'll come to understand the four elements of the marketing mix, product, price, place, and promotion and how to effectively use them to reach your target customers. And create a marketing mix that aligns with your overall marketing plan, measure the success of your marketing efforts and make data-driven decisions.

MODULE THREE Crafting your Marketing Mix

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LESSON ONE Understanding the Four Elements of the Marketing Mix

Welcome to Lesson 1 of Module 3, where we'll be diving into the four elements of the marketing mix: product, price, place, and promotion. These elements are the building blocks of any successful marketing strategy and are essential for reaching your target customers and achieving your business goals.

First, let's talk about product. Product refers to the goods or services that your business offers. It's important to have a clear understanding of your product offerings and how they align with the needs and wants of your target customers. Take some time to think about what makes your product unique and how it stands out from the competition.

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Next, let's talk about price. Price refers to the cost of your product or service. Setting the right price is crucial for reaching your target customers and achieving your business goals. Consider factors such as production costs, competition, and market demand when determining your pricing strategy.

Thirdly, there's place. Place refers to the distribution channels through which your product or service is made available to customers. It's important to consider how your target customers prefer to shop, whether it's online, in-store, or through a combination of both.

Make sure your product is easily accessible through these channels.

Finally, there's promotion.

Promotion refers to the various methods you use to communicate with your target customers and build brand awareness. This can include advertising, public relations, sales promotions, and personal selling. Take some time to think about the different promotion methods that will be most effective for reaching your target customers.

Keep these elements in mind as you move on to the next lessons, where we'll be diving deeper into how to effectively use the marketing mix to reach your target customers and achieve your business goals.

LESSON TWO Figuring out how to effectively use the marketing mix to reach your target customers

I knew it would work if I kept trying.

In this lesson, we will dive deeper into the four elements of the marketing mix product, price, place, and promotion - and how they can be used to effectively reach your target customers.

Let's start with product. The product is the thing you're selling to your customers. For example, Laura's business, The Crack'd Pot, sells handmade pottery. It's important to understand what your customers are looking for in a product and how your product meets those needs.

In Laura's case, she wants to focus on creating unique, one-of-a-kind pieces that appeal to a specific group of customers who appreciate handmade home decor.

Next, we have price. The price of your product is one of the most important elements of the marketing mix. It can impact how your customers view the value of your product and affect their purchasing decisions.

For example, Laura may want to consider pricing strategies such as offering a wide range of prices to appeal to a broad customer base, or focusing on a luxury product that appeals to a specific market.

Place refers to where your product is available. It's important to consider where your target customers shop and make sure your product is available in those places.

For Laura, she may want to sell her pottery at local craft fairs, online, and at a brick and mortar store.

Finally, we have promotion. This includes all the ways you communicate with your customers. It's important to have a strong promotion strategy that reaches your target customers and effectively communicates the value of your product. For Laura's business, she may want to focus on social media marketing, word-of-mouth, and networking events to promote her pottery.

By understanding how to effectively use the marketing mix, you can ensure that your product is reaching the right customers, at the right price, in the right place, and with the right message. In the next lesson, we will focus on how to create a marketing mix that aligns with your overall marketing plan.

BONUS TIPS TO HELP YOU CRAFT YOUR MARKETING MIX: EXAMPLES OF SMALL BUSINESSES AND THEIR TARGET MARKET MARKETING STRATEGIES FOR SMALL BUSINESESSES HOW TO DO ONLINE MARKET RESEARCH AS A SMALL BUSINESS OWNER

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LESSON THREE Creating a marketing mix that aligns with your overall marketing plan In this lesson, we'll talk about how to create a marketing mix that aligns with your overall marketing plan. By now, you should have a good understanding of the four elements of the marketing mix product, price, place, and promotion - and how they can be used to effectively reach your target customers.

The first step in creating a marketing mix that aligns with your overall marketing plan is to review your research on your target customers. You should have a clear understanding of who your target customers are and what they are looking for in a product. With this information, you can tailor your product, price, place, and promotion strategies to meet the needs of your target customers.

For example, if Laura's target customers are mostly young, hip individuals who are looking for unique and one-of-a-kind pottery pieces, she may want to focus on creating unique, high-end pottery that appeals to this market. She could also focus on promoting her pottery on social media platforms that are popular with this demographic.

On the other hand, if her target customers are mostly older individuals who are looking for functional pottery for everyday use, she may want to focus on creating more functional pottery pieces at a lower price point. She could also focus on promoting her pottery in places where older individuals shop such as local craft fairs and farmers markets.

Once you have a clear understanding of your target customers and how to reach them, you can create a marketing mix that aligns with your overall marketing plan. It's important to remember that the marketing mix should be flexible and adaptable to changing market conditions and customer needs.

In the next lesson, we will focus on measuring the success of your marketing efforts and making data-driven decisions.

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LESSON FOUR

Measuring the success of your marketing efforts and making data-driven decisions.

In this lesson, we will focus on measuring the success of your marketing efforts and making data-driven decisions. Measuring the success of your marketing efforts is crucial to understanding how well your marketing mix is working and making any necessary adjustments.

First, you'll want to set specific and measurable goals for your marketing efforts. For example, if your goal is to increase sales, you'll want to track things like website traffic, conversion rates, and sales data. Once you have your data, you can start to analyze it and see what's working and what's not.

Next, you'll want to make datadriven decisions. This means looking at your data and using it to inform your next steps. For example, if you notice that your social media marketing is driving a lot of website traffic but not converting into sales, you may want to focus on improving your website's conversion rate.

It's also important to remember that not all marketing efforts will

be successful, and that's okay.

The important thing is that you're constantly testing and experimenting to see what works best for your business.

In the final lesson, we'll be putting it all together and creating your very own annual marketing plan for your business.

You'll be taking all of the information you've learned throughout this course and putting it to use in a practical and actionable plan. It will be a lot of work, but by the end of it, you'll have a comprehensive marketing plan that will help you reach your target customers and grow your business.

LESSON FIVE

Putting it all together and creating your very own annual marketing plan for your business In this final lesson of Module 3, we're going to bring everything together and create a comprehensive annual marketing plan for Laura's handmade pottery business.

The first step in creating an annual marketing plan is to set specific, measurable goals.

Laura should determine what she wants to achieve in terms of sales, customer acquisition, and overall business growth. It's important that these goals are realistic and achievable, but also stretch her to reach her full potential.

Next, she should conduct a SWOT analysis to identify her strengths, weaknesses, opportunities, and threats. This will help her to understand her business's position in the market and identify areas where she can improve With her goals and SWOT analysis in mind, Laura should then create a detailed plan of action that includes specific tactics for each element of the marketing mix. For example, if her goal is to increase sales, she may want to focus on developing new product lines and offering promotions to drive demand. Or, if her goal is to acquire more customers, she may want to focus on increasing her online presence and networking events.

It's important to remember that a marketing plan is not a one-time thing, it's a living document that should be reviewed and updated regularly.

By creating a comprehensive annual marketing plan, Laura will have a roadmap to guide her business growth and ensure that she is making data-driven decisions. With the right plan in place, she can feel confident that she is reaching her target customers and growing her business in a sustainable way.

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The Crack'd Pot Marketing Plan Executive Summary:

The Crack'd Pot's marketing plan aims to increase brand awareness and drive sales by targeting a specific market segment of individuals looking for unique and handmade pottery pieces. A marketing consultant will be hired to assist in implementing and executing the plan.

Situation Analysis:

The current market for handmade pottery is competitive, but The Crack'd Pot's unique and oneof-a-kind pieces sets it apart. The target market is individuals who appreciate handmade and unique pieces and are willing to pay a premium for them.

The business's current position in the market is a small, but well-respected brand in the local community.

Market Segmentation:

The target market will be individuals with an appreciation for unique and handmade pieces, with a focus on young, hip individuals who are active on social media and attend art fairs and craft shows.

Target Market:

The target customers are individuals who value unique and handmade pieces, have disposable income and appreciate the artistry and craftsmanship that goes into each piece. They are looking for something special and are willing to pay a premium for it.

Product Strategy:

The Crack'd Pot will continue to create unique, oneof-a-kind pottery pieces that appeal to the target market. The business will also offer custom pieces to c a t e r t o i n dh it vt ipdsu: a/ l/ cc uo smt ao rmk ee rt innege. dc so. n s u l t i n g

Price Strategy:

Prices will be set to reflect the uniqueness and craftsmanship of the pieces, with a focus on a luxury product that appeals to the target market.

Place Strategy:

The products will be sold at local craft fairs, art shows, online and at the physical shop. The physical shop will also serve as a studio where customers can see the pottery being made.

Promotion Strategy:

Social media marketing, word-of-mouth, and networking events will be used to reach the target market and effectively communicate the value of the product. The marketing consultant will help to execute a targeted advertising campaign and boost the shop's online presence.

Implementation and Control:

The marketing consultant will assist in the implementation and execution of the plan, including creating a social media campaign, attending networking events and craft fairs, and managing the online shop. Timelines and budget will be set and monitored to ensure successful implementation.

Evaluation and Control:

The effectiveness of the marketing plan will be monitored through key performance indicators such as website traffic, social media engagement, and sales. The marketing consultant will assist in evaluating the data and making adjustments as needed to ensure the continued success of the plan.

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GET SUPPORT CONGRATULATIONS ON COMPLETING SMALL BUSINESS, BIG IMPACT: A MARKETING PLAN GUIDE FOR LOCAL BUSINESS OWNERS!

You now have a solid understanding of the key concepts and terms involved in creating a successful marketing plan. You're equipped with the tools and skills to create a comprehensive marketing plan for your business, just like Laura's The Crack'd Pot.

AND IF YOU EVER FEEL OVERWHELMED OR NEED SUPPORT, FEEL FREE TO REACH OUT FOR A CONSULTATION. I’M HERE TO HELP YOU TURN YOUR PASSION AND HARD WORK INTO A SUCCESSFUL, FULFILLING BUSINESS.

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TARGET MARKETS EXAMPLES OF COMMON SMALL BUSINESSES AND THEIR GENERAL TARGET MARKETS.

Bakery:

Pet grooming

local residents, tourists, and office workers

pet-owners in the area

Hair salon

Accounting firm

men and women of all ages

small business owners and individuals

Convenience store

Yoga studio

people in the surrounding area

health and fitness enthusiasts

Landscaping company

Home cleaning service

residential and commercial property owners

busy homeowners and professionals

Clothing boutique

Food truck

fashion-conscious men and women of all ages

people in the area looking for a quick and convenient meal

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MARKETING STRATEGIES COMMON MARKETING STRATEGIES FOR SMALL LOCAL BUSINESSES:

Social Media Marketing

Influencer Marketing

utilizing platforms such as Facebook, Instagram, and Twitter to promote the business and engage with customers.

partnering with influential individuals on social media to promote the business to their followers.

Email Marketing

Local Listings

sending promotional emails and newsletters to a list of subscribers to inform them about new products, services, and events.

creating and claiming business listings on popular local directories such as Yelp, Google My Business, and TripAdvisor.

Search Engine Optimization (SEO)

Networking

optimizing a website to rank higher in search engine results for relevant keywords, driving more traffic to the site.

building relationships with other local business owners and community leaders to expand the business's reach.

Content Marketing

Event Marketing

creating and sharing informative and valuable content, such as blog posts, videos, and infographics, to attract and engage with potential customers.

hosting or participating in events, such as pop-up shops, trade shows, and community events, to promote the business and connect with potential customers.

Referral Marketing

Paid Advertising

encouraging existing customers to refer friends and family to the business through referral programs and incentives.

investing in paid advertising, such as Google AdWords, Facebook Ads, Instagram Ads, and traditional media such as newspaper, radio and TV to reach a larger audience and generate leads.

MARKET RESEARCH WAYS TO DO ONLINE MARKET RESEARCH AS A SMALL BUSINESS OWNER

Google Search

Online Reviews

use Google to search for keywords related to your business and see which websites and competitors are ranking high. Take note of the kind of content and strategies they are using.

check out online review sites like Yelp, TripAdvisor, and Google Reviews to see what customers are saying about your business and your competitors. This can give you an idea of the areas where your business excels and where it needs improvement.

Social Media Listening

Analyze Your Website Traffic

use tools like Hootsuite or Brand24 to monitor mentions of your business and competitors on social media.

This can help you understand how customers are talking about your brand and what they like or dislike about your competitors.

Use tools like Google Analytics to analyze your website traffic.

Identify the pages that are getting the most traffic, and where visitors are coming from. This can help you understand which marketing strategies are working and which aren't.

Google Trends

Market Segmentation

Use Google Trends to see how search interest for your business and industry has changed over time. This can help you identify seasonal trends and see how your business compares to others in your industry.

Use demographic data to segment your market and target specific groups of customers. You can use tools like Google Analytics or Facebook Insights to understand the demographics of your website visitors and social media followers.

Online Surveys

Competitor analysis

Create and distribute online surveys to your current customers and prospects using tools like SurveyMonkey or Qualtrics. Ask them about their needs, preferences and pain points related to your products or services.

Look at your main competitors' website, social media, and online presence. See their strengths and weaknesses, and take inspiration from what they are doing well.

Thank you If this guide has helped you I'd love to hear from you! Connect with my on social media and let me know which part you found the most useful.

Cheyanne MARKETER

SMALL

BUSINESS

OWNER

LOCAL

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CONSUMER