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As you begin to gather costs for the marketing tactics you outlined in the previous step, you may find you’ve exceeded your budget.Simply go back and adjust your tactics until you have a mix that’s affordable.
What do you offer that gives your business a competitive advantage? Knowing what your customers want helps you decide what to offer, and that brings us to the next section of your plan. Related: Teach Yourself Online Marketing With This Simple Technique What do you want your marketing plan to achieve?In their book Start Your Own Business, the staff of Entrepreneur Media Inc.guides you through the critical steps to starting your business, then supports you in surviving the first three years as a business owner.The key is to never stop marketing -- don’t concern yourself with the more costly tactics until you can afford them.Click here to view this full business plan Last year the doors to 898,000 new businesses opened in the United States for the first time.Warm prospects -- those who've previously been exposed to your marketing message and perhaps even met you personally -- will respond best to permission-based email, loyalty programs and customer appreciation events, among others.Your hottest prospects are individuals who’ve been exposed to your sales and marketing messages and are ready to close a sale.For example, you might combine outdoor billboards, print advertising and online local searches to reach cold prospects but use email to contact your warm prospects.To identify your ideal marketing mix, find out which media your target audience turns to for information on the type of product or service you sell.Unlike a business plan, a marketing plan focuses on winning and keeping customers; it's strategic and includes numbers, facts and objectives.A good marketing plan spells out all the tools and tactics you’ll use to achieve your sales goals.