Marketing Design for Small Businesses: A Checklist

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How to Create Effective Marketing Design As a Small Business

#Social Media

How To Create a Marketing Design Plan for a Small Business

October 11, 2021
6 minutes


Looking for a way to strategically plan and improve your marketing efforts? Good marketing design is the key, and we’ll show you how to make a good plan for your small business.

For a small business, it is crucial to find a way to stand out from the competition and quickly attract the ideal customers to your service. One of the most effective ways to gain the needed brand awareness and recognition is to have a good marketing plan.

From email marketing and digital marketing, all the way to good old-fashioned print design, marketing tactics can be of great use. But they are only as good as the design that accompanies the messages.

Here is how to create a marketing plan with the visual design in mind that will help you reach specific goals in promoting your product or service.


Create an all-round marketing strategy

A long-term strategy that helps you achieve all your marketing goals and sales predictions, will be very helpful in defining what exactly is that you need out of your marketing design.

A marketing strategy is a company’s overall plan for reaching out to potential customers and converting them into paying clients for its goods or services. The company’s value proposition, important brand message, statistics on target consumer demographics, and other high-level aspects are all included in a marketing plan.

In it, you need to include:

  • planning and management of campaigns
  • optimization of assets and campaigns
  • traffic building
  • social media plan
  • conversion analysis
  • website design
  • and, of course, the design of marketing campaigns.

After creating a proper marketing plan and setting marketing objectives, you will find it easier to focus on the design and develop a style that fits well with your overall goals and will help you achieve them.

Find out how to build a strong and unique brand

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Set a marketing budget

Before you can invest in anything, you need to be aware of the sum of money you can spare.

This also includes marketing design. Even though it is a recurring cost, the design of your marketing, whether email banners or brochures and flyers, also adds to that spending.

By knowing how many design assets you will need on a monthly basis and what exactly they encompass, you can set a fixed budget that will meet your needs.

You will be able to know whether you can afford working with, let’s say, a freelance designer, or a marketing agency. Seeing that most small businesses don’t need hard-to-produce and complex design projects very often, a more affordable design option can be good enough for you.

Research your target market

market research steps.png

No good design can be established without a thorough grasp of the industry you’re entering, as well as the trends and stakeholders who drive it.

It’s critical to have a clear image of who your target audience is, what their tastes are, and what they consider attractive, professional, relatable, and trustworthy.

You should also conduct thorough research on your competitors:

  • What are their strengths and shortcomings?
  • What can you do better than them?
  • What messaging do they use?
  • How can you improve on their brand values and key propositions?

You also need to take some time and research the trends in design and marketing. This relates to things such as colors, typography, a preferred aesthetic of your target audience and the most important media channels for your advertising to be placed on.

Another thing to think about is what your target audience thinks in terms of morals and philosophy.

Is it all about tradition or quality? Do they value novelty, sustainability, and local manufacturing more than anything else? Do they care where the resources you use come from? Is it crucial for them to know that you volunteer in the community?

All of these factors may help you establish your brand as one that can be trusted and respected.

Finally, you must determine what your target audience needs. Customers’ concerns and demands are solved by great brands. You must persuade them that they require you and your product or service, rather than the other way around. This is a crucial aspect of inbound marketing: it begins with the product or service, and your company must keep this in mind.

You may go on to the actual construction of your marketing design once you’ve established these learnings.

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Research the strengths and weaknesses of your competitors

A classic SWOT (strengths, weaknesses, opportunities, trends) analysis of your business will be very helpful in strategizing your marketing plans, but knowing the strengths and weaknesses of the competitors will also help you know what kind of marketing design will be more distinctive.

Here are some questions to ask when analyzing other local businesses you compete directly with:

  • What is their mission statement and value propositions?
  • What do they do well in their branding and marketing?
  • What could they do better?
  • How can you appeal better to their customers?
  • How can you use design to be more noticeable?

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Stefanija Tenekedjieva

October 11, 2021

Journalist turned content writer. Based in North Macedonia, aiming to be a digital nomad. Always loved to write, and found my perfect job writing about graphic design, art and creativity. A self-proclaimed film connoisseur, cook and nerd in disguise.