Marketing is both an art and a science. Anyone who says differently probably isn't doing very well marketing his or her business. On the art side, intuition definitely plays into the equation. On the science side, it is about systems, strategies and plans. Outlined below are some areas of consideration when you decide to market your business.Determine where your business is currentlyDetermine where you want to beKnow who your market is and/or needs to beIdentify what is important to your clientsIdentify and evaluate threats and opportunities. For example, lack of experience in the marketplace, budget, competition, no clear direction.Assess existing and potential appeal of your product or service to current and future clients or customersSelect growth strategies and a competitive strategyDevelop a plan of actionCommit to focused action for resultsHaving funIdentify and evaluate strengths an weaknesses in the areas that determine success to achieve this outcome. If you are unable to do this, get outside assistance.Determine a budget
CREATING DIRECTION WHERE DO YOU WANT TO BE?Where do you want to be as an organization?What kind of image do you want to project?What are the benefits of doing business with you?
COMPETITIVE ANALYSISPurpose and function of your product or serviceWhat makes your business unique from other similar businesses?What does your business have in common with other organizations?Biggest threat to success of organization?What you must know about the current market?Why do people buy from you?Why don't they buy from you?Assumptions by current staff about the market?What can you predict about the future? What to do about it?How attractive is your product or service to the consumer?
HOW DO YOU GET THERE?Target marketStaff involvementMost effective strategies for marketing and selling your services/productWhat is your plan of action?Are you committed to your success?
WHEN YOU MAY NEED TO CONSIDER HIRING A BUSINESS COACHWhen it is difficult to stay committed consider hiring a business coach.When you just don't know what to doWhen you get sidetracked on your goalsWhen you want more success
WHY PEOPLE DO BUSINESS WITH YOUIncrease income or revenueIncrease quality of their personal or professional life - or bothIncrease productivityDecrease costs
KEEP ASKINGWho is my market?What am I selling?Can our company service what I sell?How do I keep ahead of the competition?How do I get my customers to remember me?Why would they buy from me?How do we keep visible?
WAYS TO INCREASE BUSINESSTime in the businessReferralsUp sellVisibilityCheck beliefs - do you believe you deserve to succeed?Sponsorships or strategic partneringWeb siteOnline newsletterFree seminarsPromotional activitiesWrite articles for publications your target market readsPresentations at association meetingsPress releasesTrack where your business comes from if you are diversified in your marketing and advertising effortsGet everyone into the sales and marketing attitudeHave employees give you ideasUnder promise, over deliverGive back to the communityBecome an expert the media calls onTreat the gatekeepers like goldKnow what makes you stand apart from the competitionGet to know the competitionBuild relationshipsAsk for the sale when appropriateSell them only what they needKeep a great attitude
Copyright: ? 2004 by Kathleen Gage
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About The Author
Kathleen Gage is a business advisor, keynote speaker and trainer who helps others gain marketing dominance and visibility within their market. She is the recipient of the 2004 Giant Step Award for Business of the Year in the State of Utah. Call 801.619.1514 or email Kathleen@turningpointpresents.com. Get Gage's online newsletter called Street Smarts Marketing and Promotions by visiting www.kathleengage.com.