The ultimate goal of any marketing strategy is to help you grow your business and increase your brand awareness; cementing trust with current clients is a nice by-product as well. How does it work? Developing awareness of your brand – who you are, what you do and why you are uniquely qualified – should in turn help you generate leads which, through education and dripping on prospects, will lead to more clients.
In order for a marketing strategy to be successful, it must be multi-faceted, realistic and implemented consistently over time. There aren’t a lot of short cuts here – it takes time and patience. Depending on your resources, there are a number of ways in which you can accomplish each of the above steps; only spend what you can afford to, and make sure that you and your staff have the requisite time to dedicate to marketing without negatively impacting your current business.
Your marketing plan – the written description of your market strategy – should:
- Detail specific activities you intend to undertake;
- Identify the audience each activity is targeted to;
- Specify how you’re going to measure success;
- Be flexible enough to allow adjustments as necessary; and
- Stipulate who on your team is responsible for each activity.
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