Elaborate marketing plans can be intimidating, and when things seem too complex or intimidating many small businesses tend to either ignore or postpone putting the necessary effort into moving forward strategically with their marketing efforts. I’ve referred to this style of marketing in the past as This and That Marketing. It’s what most businesses do – “I’ll cover my bases and do a little of this and that and hope things work out”. But, marketing doesn’t need to be complicated if you have a simple marketing plan template to keep plugging forward. Here is a simple exercise of basic marketing techniques that will get you more focused and moving on your marketing efforts.
3 Step Simple Marketing Plan Template:
Step 1 – Take a sheet of paper and write down these three headings (with plenty of room for lists underneath); Invite People In, Make Them Comfortable, and Send Them On Their Way With More Than Expected. These are my Three Stages of Marketing and are at the core of your simple marketing plan template.
Step 2 – Now (alone or with a group), brainstorm a list of at least 10 actions or ideas to put under each marketing template heading. How do you invite people into your business? What are some other ideas on advertising or actions you could try or ways you could better entice someone to visit or contact you? Make a similar list of 10 actions and basic marketing techniques under the other two marketing template headings of making people comfortable and sending them on their way happy and satisfied.
 Step 3- Next, look through your lists and circle three basic marketing techniques in each category to make a priority of improving or implementing.
No, you’re not done yet – marketing is always a process. Marketing is about relationships and relationships will always be fluid and require ongoing work and attention. Your final to-do list of nine basic marketing techniques (3, 3, and 3) will ideally need reviews and updates every month, quarter or year. Some marketing actions will be dropped if the value or effort is not confirmed or proven successful. Some techniques will remain if they are working, need repetition, or can be improved on. Some actions will remain but not be circled as they become proven effective but without continued front of line attention. And, some marketing efforts will be added to your simple marketing plan template as new options arise for testing or review.
You may also want to create a second list focu
sing on repeat customers. The three stages of marketing are cyclical in nature so you should always be considering “inviting people back in” and reinforcing why they like and trust you. This may include a monthly newsletter, special deals, VIP perks, custom stickers (badges), etc.
Again, marketing is about relationships, the work is never finished, not all relationships are the same and ultimately the grand prize is your customers helping you invite people in. You want to create repeat customers “ambassadors” and insiders comfortable and active with word of mouth endorsements.
A Final Note On a Simple Marketing Plan
As you create your 3-3-3 marketing lists it is important to remember you are unique. Small businesses succeed because they do (or have) something better or more unique than the competition. So, don’t put action items on your list just because “everyone else is doing it.” Newspaper ads, Facebook, huge discount sales… do them because you know they are effective and you are putting the necessary effort into making them work, not because everyone else does it or you hear it’s the marketing or advertising you should do.
The 3-3-3 Exercise outlined above is about communicating what makes you unique, where you should put your focus (at this time), testing, improving and strengthening relationships. In other words, a simple marketing plan template. Of course there are budgets, time and resource constraints that will come into play, but the idea is to have a written marketing outline and to-do list of basic marketing techniques you are brainstorming, testing, and are moving you forward.
Enjoy the process! Keep it simple!
Jeff Nicholson is the founder and Creative Director at 
