Learn how to create a small business marketing plan with WordStream.

1. Small Business Marketing Plan: Online Marketing Strategies for SMBs
A small business marketing plan helps you identify who your customers are, measure your
company’s position compared to competitors and track the performance of your marketing
actions.
An online marketing plan for a small business should answer the same questions as a traditional
off-line SMB marketing plan:
What are your customers searching for online?
How could you reach your targeted customers?
Which online marketing techniques will help you increase traffic and differentiate your
product from competitors?
WordStream offers solutions that will help you answer these questions and set up an effective
small business marketing plan.
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Creating a Small Business Marketing Plan with WordStream
Using WordStream's Keyword Research Suite to find the keywords that will help you reach your
customers should be a key element of your small business marketing plan. By discovering the
terms and phrases that your potential customers use when searching for products and services
like yours, you'll be able to "speak their language." Effective keyword research ensures that your
site can be found when those who could benefit from your offerings are looking for them via
search.
The Keyword Research Suite is a comprehensive small business marketing tool which includes
five essential keyword tools for discovering your most profitable keywords and putting them to
work in search marketing campaigns:
The Keyword Suggestion Tool: Find targeted keywords related to a seed term.
The Keyword Niche Finder: Discover your most profitable pockets of keyword
opportunities.
The Negative Keyword Tool: Eliminate waste in your pay-per-click campaigns by
identifying irrelevant keywords that could burn through your budget.

2. The Keyword Grouper: Automatically sort a list of keywords into an organized structure
ready to use in SEO or PPC campaigns.
SEO Content Creation Plug-in: Get help writing keyword-rich, search-optimized blog
posts and other web content to drive traffic and leads.
These tools will help you find the keywords that you should integrate in your small business
marketing plan to reach your customers online.
Incorporating PPC into Your SMB Marketing Plan
Pay-per-click (PPC) advertising is another marketing technique, along with search engine
optimization, to help you reach customers online in an efficient, cost-effective manner. PPC
presents several advantages for a small business:
It's measurable and data-driven
It's repeatable and scalable
It's more budget-friendly than outbound marketing
However, this technique can rapidly consume your entire marketing budget if you do not use the
appropriate tools and processes to limit your spending and ensure ROI.
Google AdWords is great at providing ways for you to spend money, but the vast array of
features and data can be difficult to analyze. WordStream for PPC helps you make sense of your
AdWords account and control your spend, by providing tools to help you:
Build effective PPC campaigns from scratch
Create new ad groups
Expand your keyword opportunities
Cut wasteful spending with negative keywords
Analyze your search queries for insights

3. WordStream for PPC allows you to manage your budget efficiently and effectively. With more
relevant ad groups, you can attract more customers. And with higher click-through rates, you'll
earn higher Quality Scores, which lowers your bid price and improves your rankings and
visibility!
No Time for PPC? Leave It to the Experts
Our goal at WordStream is not just to help you attract more paid or organic traffic; we strive to
help you generate more quality leads which you can cultivate to transform into sales.
As a small business owner or marketer, you have a lot of balls in the air. If you're struggling to
control costs and realize ROI from pay-per-click marketing, you may need a helping hand to
break through the challenges you'll encounter while creating and implementing your small
business marketing plan.
WordStream can help! Our team of Google AdWords Certified professionals can guide you
through the learning curve for PPC, give your account a needed tune-up, or even take full control
of your AdWords campaigns, making sure you get the maximum return on your PPC investment.