Once you have a better understanding of the current position of your business, your market and your objectives, you can now create your marketing action plan, allocating detailed budgets, responsibilities, targets and deadlines. 

Include a calendar that prompts you to contact each customer regularly.

  • Most businesses need to do this at least once every 90 days to maintain front-of-mind awareness. This excludes the actual sales process and routine communication.
  • Keep asking your customers for feedback on your performance and on any new developments in the marketplace – including their own news.
  • Ask them for ideas to improve your products and your customer service.

Focus on being visible to your key prospects

  • With your best customers (and potential customers), you might want regular contact via email, phone or in person.
  • Keep in touch with all of your customers via email marketing.

Get to know the purchasing cycles of your customers

  • For example, customers whose new budgets start in April may plan the budget the previous October, so you would need to approach them before then.

Plan your promotions for the year

  • For example, which communications and campaigns will you target to which market segments? Who is responsible for implementation, including the fulfilment and measuring the results against your budget?