Above the noise: a well-defined marketing plan can set you apart from the competition.

• Author: Berman, Sharon
• Position: BUSINESS MARKETING

Writing a marketing plan often falls into the same category as going for a regular physical or getting your car tuned up--you know you should do it, but you always seem to find excuses for putting it off. However, just like the physical and tune-up, it is time well spent that will pay off in the long run.

Think about the advice you give to clients regarding their businesses. You urge them to carefully monitor their costs and profit margins and stay on top of their ratios. The result? Improved profitability and a more secure financial future.

It's the same with a marketing plan. Your investment of time and effort can yield much greater benefits than a haphazard approach to marketing your services.

If you're daunted by the thought of writing a long, voluminous plan, change your mantra and think--streamlined. Create a straightforward document that maps out your marketing efforts.

Treat your plan as a living document that you can reshape as your business changes, or as you identify key trends that may provide opportunities. By setting goals in your marketing plan, you can assess how you are doing and readjust your goals and plan as the months unfold.

A marketing plan can help you get more bang for your marketing buck by keeping you focused on your goals.

STEP 1: SITUATIONAL ANALYSIS

Like a balance sheet, a situational analysis provides a picture of where your business stands today. However, you'll also look at where your business has come from and where your want to go. This is the foundation for the rest of your marketing plan.

Determining your professional strengths and weaknesses. What activities in your work do you enjoy? What do you dread? It's important to be honest because most people excel at the things they enjoy. You'll give yourself a strategic advantage by concentrating your efforts in the areas in which your enjoyment--and attention--give you the greatest opportunity for success.

Next, take a look at your business and the marketplace. What does your organization do best? Consider, too, your firm's marketing strengths and weaknesses. Are you great at creating relationships, but not so good at keeping up with them over the long-term? Maybe you are skilled at planning wonderful campaigns, but not so good at executing them.

Take a look at your firm's financial data. What can you learn from your billing patterns and the types of services clients have been buying--and when? Don't be afraid to ask your clients about what they buy and why.

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