As Canada's economy begins to improve, small businesses should devise, print and adhere to a comprehensive marketing plan to help guide them through what is expected to be an increasingly competitive market.
A recent survey by BtoB magazine found more than 50 percent of respondents plan to increase their marketing budgets in 2011 - a figure that should be enough to spur small businesses into action.
To create an effective marketing plan, make sure to seek out input from all possible departments and voices in the operations of the business.
"Your key people can provide realistic input on what's achievable and how your goals can be reached, and they can share any insights they have on any potential, as-yet-unrealized marketing opportunities, adding another dimension to your plan," writes Entrepreneur magazine.
It is also important that the marketing plan lines up with the business plan, which should be viewed as something of a constitution for the company.
For example, social media has become an almost necessary marketing strategy, but, because of the young demographics involved with Facebook and Twitter, it is definitely more applicable to some businesses than others - a situation that should be accurately reflected in the marketing plan.
