It’s that time of year where many small business owners begin to scramble to create a marketing plan for the new year. To shortcut the process, here are some last minute tips that will help you plan your marketing and avoid the ad hoc mistakes that many fall into when they don’t plan.

• Analyze what happened in 2007. What types of marketing did you do? How much did they cost? Did they result in new business for you? If so, how much? Did you get a return on investment of at least 2 to 1? If not, figure out why or stop doing that activity and try something else.
• Review your goals. Did you achieve what you set out to do over the past year? If not, why? Were they too lofty or not really relevant to what you were trying to accomplish with your business? Were your goals are S.M.A.R.T. goals – specific, measurable, attainable, relevant and timely?
• Evaluate your target market to be sure they are the most lucrative market you can go after. Is there a better Ideal Client for your business? Do you offer something unique that appeals to a more focused audience? Are you targeting a market that is too wide which results in your messages being watered down to the point where no one is hearing the value you offer?
• Review your core message for clarity and appeal. When someone asks you what you do, do you answer with a title? Does your message get a response like “really, tell me more?” or “I know someone who would benefit from that”?

Once you have this base information, work on your core message to grab the attention of your Ideal Client. Develop your 2008 marketing goals and the activities that will help you achieve them. Spend some time now putting your roadmap to success in place. Knowing what you want to do and how you will get there will help you make marketing easier to do more consistently.

Check out more articles on developing a marketing plan at the Vista Consulting Marketing Information area.