Coming up with a great marketing plan can be tricky. If it was easy, everyone would do it! What you need to focus on are a few key things. First, you need to identify your competitors. Knowing who you are competing against will go a long way in building a smart marketing plan. For instance, if you’re in the container handler industry, you may only be able to identify a handful of competitors. This heavy equipment industry only has a few big hitters that reach on a global scale. However, if you are in the HVAC industry, depending on the size of your city, you may be competing against 100s if not 1000s of competitors! Figuring out who your competitors are can be done in a variety of different ways. See who is advertising in your industry publications, see who is listed on the first page of the search engine, observe who is paying for advertisements on tv, just to name a few. If you sell a reach stacker for instance, you stand to make a lot more per sale than if you are selling a new hvac unit installed. Understanding this will help you narrow in on your target audience, increase conversions, and generate more light on your market!