Marketing, Planning for Success

Marketing your business: Why marketing needs to be part of your business plan

Let me ask you a question. When you think of your business plan, does it include marketing in any way, shape, or form?

Nine times out of 10, most business owners think of the goals they want to achieve and the numbers needed.

But the HOW comes down to your marketing strategy and plans.

“The marketing information you need to include in your business plan has to show that you know your target market and understand how to make sure those customers know where they can find you. You need to define what you’re selling, at what price(s), from where, and how you’re going to spread the word.” (

So here are three areas you can focus when marketing your business on to make sure your business plan for 2021 gets you your desired results.

The Golden Circle

“People don’t buy what you do, they buy why you do it.” – Simon Sinek

Most business owners have heard of the Golden Circle; you might know it better as “knowing your why”, the famous phrase coined by entrepreneur Simon Sinek.

Before you get started on your business and marketing plans, remember these 3 key factors:

  1. Why do you do what you do?
  2. How do you do it?
  3. What do you do?

Then replicate this throughout your marketing – Simon says you must live and breathe the Golden Circle from the inside out.

It’s only then will your marketing efforts see the results you desire.

The SCOPE Model

The next part of the business and marketing success plan is customer experience.

Now you might be thinking, how does that fit into my marketing?

But if you don’t have happy customers, who will be your social proof? Who will you get testimonials and case studies from and how will you get referrals and word-of-mouth clients?

This is often the missing link to a winning marketing strategy.

So what do you need to consider?

  1. Standardised: High standard of service for everyone
  2. Contextual: Adapt the experience to suit each client
  3. Optimised: Go above and beyond their expectations
  4. Personalised: Tailor their experience
  5. Empathetic: Walk in their shoes and understand where they are coming from

When you can do this for your customers, replicate the results into your markets, and watch how it changes.

The Marketing Flywheel

Now you’re ready for the marketing flywheel! It’s the easiest and simplest way to always have a stream of customers waiting to work with you.

Just to recap: First you understand and communicate why you do what you do in everything you do. Then you create an amazing customer service experience and reap the rewards of how delighted your customers are by providing you with their comments, feedback, testimonials, and case studies.

Now you use the Marketing Flywheel.

The Marketing Flywheel is the continuous cycle you use to attract, engage, and delight your clients to build sales momentum and a community of happy customers who advocate for your business.

If that sounds what you would like, then here are the three areas you need to consider:

  1. Attract: Provide value before you extract value
  2. Engage: Make it easy to shop and buy
  3. Delight: Customer success is your success

Need some help?

Your business success in 2021 comes down to how you plan out your year and how you will achieve your goals and dreams. If you are not sure where to start or what you need? Book a session with us now to discuss your situation.

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