| There are a lot of cool marketing tools out there. | | | | you apart from your competition. Bringing these |
| There are cool Web sites and cool search engine | | | | differentiators to the forefront through creative, |
| marketing tools to drive people to your cool Web site. | | | | interactive communications is the next step in |
| There are cool videos and cool social networking sites | | | | strategically marketing your products and services. |
| and cool tags and bookmarks and on and on and on. | | | | Ask yourself who are your best customers and why |
| But what's not cool is the lack of a cohesive marketing | | | | do they value you. |
| strategy that allows you to identify which cool tool is | | | | Marketing is just one piece of the overall business |
| the right one to accomplish your objective. | | | | puzzle, and it must fit within your budget and |
| So the first question is: What is your strategy? Which | | | | operational constraints. What are the real constraints? |
| if any of these cool tools will help you generate new | | | | Beware of the imaginary constraints borne of |
| business? You need to have a rollout plan based on | | | | assumptions and the way things have always been |
| budget, priority and objectives. | | | | done! Clearly identify the boundaries within which your |
| What does success look like for you? How will you | | | | marketing must remain. This frees you to develop an |
| measure your progress in a meaningful way? Thinking | | | | action plan that has a higher probability of achieving |
| about metrics at the very beginning of your marketing | | | | your goals. |
| initiative will help keep you on course as you proceed | | | | At this point, you should be able to compare the costs |
| through the process. The beauty of the Internet is that | | | | of your strategic marketing plan with the benefits you |
| there are a vast array of analytics tools to help | | | | will realize. This is known as building a business case, |
| measure your success. | | | | which is an objective, quantitative way to articulate the |
| It is also important to define your target audiences in | | | | return on investment in marketing. A strong business |
| as much detail as possible and prioritize them | | | | case is an excellent tool to achieve credibility and |
| according to their value to your business. Regardless | | | | solidify support for your marketing plan within your |
| of whether you develop precisely defined personas or | | | | organization. |
| you keep it at a higher level of strategic outline, identify | | | | Sometimes it is a challenge for business owners and |
| who you are trying to reach and their basic needs | | | | executives to think objectively about their marketing |
| when visiting your Web site. | | | | because they are too close to the business or they |
| Once you've identified your target audiences and their | | | | carry the scars of previous failed efforts or hold on to |
| needs, it is time to think objectively about why they | | | | outdated successes. An experienced and qualified |
| should engage with you rather than with your | | | | marketing firm can often bring that critically objective |
| competitor. What is your competitive position in the | | | | viewpoint to the process, allowing development of the |
| marketplace? How will your marketing communications | | | | best strategy for your unique business needs. An |
| compel prospective customers to learn about your | | | | experienced marketing consultant will be willing to |
| offerings and eventually purchase from you? Ultimately | | | | disagree with the client if they are going down the |
| how are you communicating your value? | | | | wrong path and lead you to new opportunities with |
| This often leads to a discussion of your core | | | | measured success. |
| competencies and the differentiating factors that set | | | | |