Your Marketing Program: Part 1

Develop a customized marketing program for your business by evaluating your marketing tools and efforts using the following categories:

Marketing Plan, Approach, Budget - Your Baseline

A first step in the plan is to ask how many more customers do you want or need?

Many business owners aren't easily able to answer this question. One in the personal care industry recently told me she already had a good customer base of 100 or more customers and she just wanted to add to the number.

A business owner should at least know basic numbers: 12-month sales records, web site visits and where most of the current customers originate. Then a plan can be developed on this knowledge.

Once those numbers and facts are in place, they provide the measurement for future activities.

How do you want marketing to leverage your time and present benefits to your clients?

Another business owner, in the health care profession, has several partners and he wasn't sure about the number of patient visits per year but it was in the 10,000 visits per year.

This particular owner told me he wants to automate his marketing efforts.

So I'm going to propose a plan that will address his need.

But to propose a plan, his marketing tools need to be evaluated. And this includes the corporate web site.

I'm a firm believer that the corporate web site should act as the communication hub.

More on evaluating marketing tools in my next post.