How are you spending your marketing dollars? Who are you trying to reach? Where are your core clients getting their information? How effective are your current programs? And most importantly, what is the return on your investment?

Don’t guess. Research, plan, execute and measure – that is what we believe in. Research who is your core client base and where they get their information. Plan ways to effectively reach your prospects based on the results from the research. Execute with tailored advertising pointed directly at the audience you’re trying to reach. Measure the success of your efforts and adjust accordingly.

The shotgun approach to marketing can work but is not practical or cost effective. The concept of “If you’re marketing to everybody, you’re marketing to nobody” is a tried and true philosophy.

Think about the clients you have who see value added with your service –  not necessarily the ones who pay the most. The ones who get you. Wouldn’t you like to add more of these to your pipeline?

If you have not given thought to the questions asked here, it’s time you should. In business you set goals, strategic plans to meet those goals and then periodically measure your results to make sure you’re on track. Marketing should be no different.

Don’t guess.

Chris Motley
Motley Creations

Tags: Marketing, research, strategy.