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Twelve Steps To Marketing
Success
As every marketer knows, success is
in the details. Marketing is an integral part of the organization and
every department and every staff member impacts the bottom line by their
action and attitude. Break too many rules, knowingly or unwittingly and
you’ll have sabotaged even the smartest of strategies. The best
marketers take the time to review and double check themselves often. What
have you missed? Check yourself against these 12 steps to marketing
success. Put them into action and you’ll instantly – maybe
dramatically - improve your success rate.
- Put your marketing plan in writing. State exactly what you want to
achieve and how you plan to accomplish it.
- Stick to your marketing plan. Follow it faithfully and give it a
chance to work.
- Pay careful attention to the details in your marketing efforts.
Misspelled words and grammatical errors will be noticed. Convince
others of the quality of your work with flawless presentation.
- Define your target audience. Then narrow the definition and refine
it further.
- Follow through and follow up.
- Determine what you do well and focus your energies there.
- Understand the scope of marketing. Sales, advertising, public
relations, and graphics design are specialized activities that fall
within marketing. But they are by no means all there is to marketing.
Make sure the advice you heed is that of an experienced marketing
expert!
- Once you’ve acquired new business, double your efforts to keep it.
Never neglect current customers in your search for new ones. Studies
show that retaining a client is five times cheaper and easier than
acquiring a new one. The customer comes first!
- Conduct a communications audit frequently. Check the way the phone
is answered … have someone leave a detailed message to be sure it is
transmitted correctly … review all correspondence. With every
communication be certain your firm represents itself appropriately and
enthusiastically.
- Establish goals and provide on-going training. Is staff
knowledgeable? Are they able to cross-sell effectively and do they do
so as a matter of course? Do you have measurable performance
requirements and does everyone know what they are?
- Use your goals as a measure of results, then focus on what works and
eliminate unproductive strategies.
- Treat everyone you meet as a potential customer. Fairness, honesty,
courtesy and respect are hallmarks of professionalism.
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