What’s your marketing strategy?

It’s in tough economic times that some businesses neglect their marketing. Time deficiency, lack of financial or man resources are typically why marketing becomes haphazard, inconsistently executed or simply de-prioritised in many companies today.

Yet your marketing input is the most important aspect of your business because it provides the very foundations on which to grow your future sales and to increase your awareness or brand to your desired market segments; building trust and relationships ultimately leading to new profitable business.

A good marketing strategy highlights the very aspects and components you require to build into your marketing plan. A well thought out and structured marketing plan will actually save you money; due to the very fact that future activities are planned, budgets are pre-allocated preventing ad-hoc decisions from being made, because you are working to a proactive vantage point as opposed to a reactive one.

Here are some key activities which you ought to be doing in preparation to compile your marketing strategy.

  • Review which marketing activities over the last twelve months have been of value and split their value into two areas of value being 1: The awareness value of your business 2(published press releases, articles etc which have raised your profile): The financial value for your business. ( new customers )
  • Collate any ideas or first time events which you embarked on over the last year and allocate them to one of the above two areas of value. Those which do not immediately fall into one of the sets are likely, not to be providing value and so do not get written up in your marketing plan.
  • Have a brain storming session or send an email to all your associates and staff within your company, asking for submissions of any marketing ideas to be kindly submitted to you by a required date. ( it’s important to use a time sensitive action date as you will need to sift and sort all of the suggestions into one of the two above mentioned sets)
  • Invest in, what will take you an hour maximum, some online research looking for awareness dates in the forthcoming year. Some you will already be aware of and you will find other dates which bare relevance too. Relevant dates provide the opportunity for timely press releases and tie-in opportunities.
  • Review your website, and consider: are the pages current, pictorially and textual? Are all your web pages clearly promoting your core services or products, are they easy to see? What are you doing to capture new online enquiries, how can you improve your sales conversion and response rate?
  • Is the work that you do easy to understand and relatively quick to digest?
  • What offers can you make adding value to future sales, can these offers be allocated to the next twelve months ahead, and can you allot them into monthly blog offers?

Now you have the components’ on which to build your marketing plan on.

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