One of the first objectives a new small business needs to accomplish is establishing a marketing plan. A strong marketing plan contains a core message, a good, recognizable logo and brand, a Web site, business signatures such as business cards and fliers, and public exposure.

First, determine a core message that will influence all aspects of your marketing campaign. The message can be about a new product or service, a redesign of the business or older products, or better customer service.

Part of knowing your core message is knowing your audience. Who they are, where they live, how much they make, and how willing they are to buy your product are factors that must be considered. Explain to them why they need your product and structure your message so that it serves their needs.

Next, create a strong, memorable logo and brand. The logo represents your business and its personality in a glance so when people see it they know what your are and will remember your business. The brand represents your business as a whole, including your logo, advertising campaign, and product.

All businesses need a Web site, if only to provide Internet users with some basic information about the business, its location, operating hours, and a few product details. Explain who you are as a business, what your business does, and how your business can help your customers. Add more functionality to your Web site as your business grows.

Print out business cards that include your Web site address to increase Web traffic and give your business a level of respectability. Hand out business cards to everyone you know and to potential business partners or clients.

Finally, gain some exposure. Contact local media, as many newspapers and local magazines like to run stories about new businesses. Advertise in local media and post flyers in the community.

"The Basics of a Small Business Marketing Plan"

SmartBiz.com (07/11/08) Smith, Charen