Marketing Strategy

  • Work with you to create a baseline “state of the business” evaluation. You need a clear understanding of your market, your products and/or services, what sets you apart from competitors, and your market share. You need to know not only what you are doing, but also what your competitors are doing and how it’s different (or similar) to what you offer. Be detailed about your business’ strengths, weaknesses, external threats, and opportunities.
  • Get a handle on product positioning. What makes your product special? What features make it stand out? Decide what features will appeal to different customers. For some, convenience is a top priority, but others are just looking for a good price. And still others hold out for top quality. You can’t offer everything, so determine what makes the most sense for your business.
  • Help you clarify marketing goals. What are you trying to achieve? A growth in sales? By how much? More customers? How many? Keep a running list of large and small goals.
  • Define tactics. How will you achieve your goals? There are many ways: sales contact by phone, email or in person. There’s social media marketing. There’s direct (snail) mail. And there’s advertising. Decide when you will utilize which methods to reach your goals.
  • Draw up a marketing budget. Remember, to make money you (usually) have to spend money. You should never spend more than you can afford, but over time you’ll win more business and your marketing budget can expand accordingly.