0 Comments | Oct 01, 2014

Successful Marketing Strategies Take Proper Care and Feeding

If marketing your business is an afterthought, executed in fits and starts when you have the extra time and/or dollars, you need a marketing strategy.

The reason behind having a marketing strategy is to help you grow your business, increase brand awareness and customer confidence. By creating awareness and trust, you should be able to generate leads which, through education and repeated exposure (aka “lead nurturing”) you’ll add to your client base.

For any marketing strategy to be successful, it must be comprehensive, integrated, realistic (just because you want to increase sales by 30% doesn’t mean that marketing alone will accomplish this) and implemented consistently over time. That doesn’t mean you can’t tweak as you go-you should read campaign results and apply the learning to the rest of your plan- but you shouldn’t abandon the strategy for another midstream and expect the results to hit your original target. Be patient and give your strategy time to be successful.

Factor your resources into the plan and only plan what you can reasonably carry out. For example, if you have a quarter of one person delegated to social media, they can’t be monitoring conversations 8 hours a day and still perform their other duties. Do make sure that your staff understands who’s responsible for what; then hold them accountable.

Above all, identify how you will measure success. Marketing can be successful without immediately impacting your bottom line, you may measure it in improved client satisfaction surveys, higher brand recognition, more social media interaction, increased trade show traffic, etc. etc. All of which in time will translate to more revenue.

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