To build long-term relationships, achieve the highest level of customer satisfaction, and sustain success in the marketplace, small business owners must integrate nine key elements in their marketing plans. The achievement of marketing goals is dependent on the ability to execute marketing strategies and programs. The successful implementation of marketing plans and programs requires adequate resources. In outlining a marketing plan, vetrepreneurs must ensure to allocate adequate time to plan and execute programs.

1. Your marketing goals should be quantified and measurable. Quantify goals in units, dollars, percentages, or time frames.

2. Your professional and personal goals must be compatible. If they conflict, the result is likely to be your failure to achieve some key professional or personal goals.

3. Your marketing goals should be limited to an attainable number. It is virtually impossible for the small to medium-sized business to achieve more than three to five marketing goals in just one year.

4. Marketing strategies and programs should be highly-focused, yet synergistic. Your product strategies should complement your pricing, sales, and advertising strategies.

5. Budget sufficient funds for advertising, equipment, supplies, compensation and health benefits. *Don’t forget to budget your time. 

6. Once a marketing plan has been implemented, it is critical that results be monitored. When monitored, programs can easily be fine-tuned to maximize sales, customer generation, productivity or profits. The analysis of programs or plan results can contribute the construction of more successful plans and the avoidance of problems in the future.

7. Have contingency plans outlined. Know how you would adjust your plans or programs. If a competitor aggressively responds to your actions, a new competitor enters the market, or a program yields better or worse results than you expected.

8. Involve your staff and spouse in your market planning. Ask your staff for suggestions. Perhaps involve them in the planning and implementation of programs. Secure your spouse’s support not only for your goals, but your commitment of funds and time.

9. The attainment of your marketing goals requires your personal belief in and commitment to the marketing plan. The marketing plan and its goals must drive not only your allocation of resources, but your day-to-day critical business activities.

The major elements of a marketing strategy are the four P’s of marketing: product, place, price, and promotion. These four elements are self-reinforcing, and when coordinated, increase the sales appeal of a product or service. Small business owners must integrate these elements to maximize the impact of their product or service. All four P’s must reinforce the image of the product or service.

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