Business Article

To Grow Your Business, You Need A Marketing Plan By Jennifer Davey
Business Coach & Marketing Strategist of JJS Coaching

When business slows, itís time to turn a critical eye toward how you market your business. If you donít have a marketing plan, you need one. And if you already have one, maybe itís time to revisit it. Iíll take you through my three-stage process for creating a marketing plan.  

To Grow Your Business, You Need a Marketing Plan  

There are countless reasons why a business might not thrive. Business may slow due to decreased demand, increased competition, poor communication, lackluster products or services, or any number of other things. But when my clients come to me and say business isnít as good as theyíd like it to be, there is one element we always look at first: marketing. Even if everything else in your business is perfect, the lack of a good marketing plan can slow business to a crawl.  

Not everyone is a marketing expert, but if you are willing to put a little effort in to your business and are knowledgeable about what you do and your target clients, you can put together a workable marketing plan. I like to break this process down into three stages, which are as follows.

Stage 1: Whatís your message?

There is no one-size-fits-all marketing plan. Different businesses cater to different clients, and even within your industry there may be a diversity of philosophies. The key for you is to figure out who your clients are. Remember, you donít have to market to the world. You just have to market to the people who are interested in what you offer.  

The best way to get a feel for your target market is to listen to them. Find out where they congregate. For example, are there web forums or social-networking groups where they can be found? And in the real world, do your target Clients tend to gather at certain venues or events? If so, get out there and mix with them.  

As youíre thinking about your target market, try to answer these questions:  

        Why do people seek products or services like yours, and how do they find them?

        What problems do your clients need solved?

        What makes them decide to buy or not to buy?

        How much do they need what youíre offering? Is it a necessity? Is it a luxury? Somewhere in between?

        Are they liable to shop around, or would they prefer to stick to one company?

        Are your potential clients looking for quality, or do they just want a good bargain?  

If you can answer these questions, you should be able to boil it all down into a simple message. Then itís time to figure out how to get the message out.

Stage 2: Create infrastructure to implement the plan

Once you know your market and have a message, itís time to build your marketing infrastructure. For example, if your clientele are tech-savvy and active in social networking, set up profiles on Facebook, Twitter, and LinkedIn. But remember, itís important to actually use any social networking services you sign up for. If you donít have time for all three of those services, pick the one or two your clients use most.  

Meanwhile, practically every business needs a well-made website. If you already have one, do an assessment and try to see it through your target clientsí eyes. You might even recruit some friends to take a look and give honest opinions. To many of your clients, your website will be the outward representation of your company, so make sure you can feel proud to stand behind it.

Stage 3: Market

As you implement your plan, remember that flexibility is the key. Recommitting yourself to marketing can give your business a big shot of energy, but there may be elements of your marketing plan that just donít work. In this case, donít be afraid to change course. When you keep doing the same thing over and over again, you will only get the same results.  

As a Marketing Strategist and Small Business Coach, Jennifer Davey helps struggling business owners find their footing and get ahead in todayís highly competitive market. For more information about how to build a marketing plan that gets clients, download her report, ďWhat you Need to Know to Be Successful at Getting Clients,Ē at


Meet Jennifer Davey

Jennifer DaveyJennifer Davey, Founder of JJS Coaching and Author of the "Getting Clients Home Study Program" and "The 14-Step Formula for Getting Clients", is a Business Coach, Marketing Strategist and Speaker. She helps small businesses and self employed professionals who want more clients develop strategies for getting clients, building business and making more in-come.

Jennifer spent 12 years working in the news media as a Television Director before becoming self employed as a Marketing Consultant and Digital Strategist. While helping small businesses reach their marketing goals, Jennifer realized that many small business owners were creating businesses that were not in alignment with their priorities and values.

Jennifer quickly realized that when her clients tried to build businesses that didn't resonate with their priorities and values; they would either fail or would be successful but miserable with what they had created. She understood that building a business is like building a house; it needs a solid foundation to build on. This foundational realization was a big turning point. It's one of the things that compelled Jennifer to transition from consultant to coach and create her 14-Step Formula for Getting Clients, Building Business and Making More In-come.

Jennifer's mix of real life business experience, practical application of marketing and digital strategies, and media experience create a unique set of skills to help her clients build their businesses much more quickly than they would on their own.

Groups and Associations

  • Board Member National Association for Women Business Owners (NAWBO), Greater Philadelphia.

  • Program Co-Chair National Association for Women Business Owners (NAWBO), Greater Philadelphia

  • Adjunct Faculty: Self-Employed Academy International Association of Self-Employed Communication Professionals

  • Member Women's Referral Network

Gain the independence and lifestyle that you dreamed of when you started your own business. Schedule a Fr-e-e Discovery Session to explore how Jennifer can help you get clients, build your business and make more in-come.


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