Starting with tactics and not prospects
If your prospects do not use Facebook then investing in Facebook is a waste of time and money. In order to get the best return on your marketing dollars, you need to know your target market so well that you know which marketing tactics will work best to reach them. So many business owners who are making strategic marketing decisions do not have a clear profile of who their ideal client is and how to best connect with them.
Selecting a tactic without a plan
Just because you have a great ideal client profile and have selected a marketing tactic to reach those prospects doesn’t mean your “campaign” will work without a well thought out plan. You need to think broader and deeper beyond the tactic if you want your marketing to provide you with the best return on your resources. Marketing providers don’t really help you beyond the tactic they sell.
Staying with a tactic without numbers
This is a real problem with most business owners. They have several tactics that they are using and they are getting enough business to keep them busy. The problem is that they really don’t know what is working and what is costing them money. Even if you ask your marketing provider to provide you some results, often the numbers that they provide do not translate into meaningful numbers that relate to your business.
Steps to fix these three mistakes
- Create an Ideal Client Profile
Clearly, define who your target market is and then further clarify who is your ideal client. This is not a simple process and has taken even professions some time to figure out.
- Create a plan that goes beyond tactics
A real plan for your marketing takes into account how you will build the relationship, how you actually close a sale and how you service your clients. Then you can return to the tactical side of marketing.
- Select the right marketing provider
When you have an “Ideal Client Profile” it should tell you how would be some of the best ways for you to connect with them. This will direct you to check out various tactics closely associated with your ideal client. Then you can start to narrow your actual tactical marketing providers.
- Determine your numbers
Before you finalize your choice of marketing tactics providers, make sure your provider can provide you with results information that works for you. Are the results you’re getting fit your plans and what you want to accomplish? If it isn’t then you need to reassess your plan, tactics and marketing provider.
If you would like any help in planning or managing your marketing or to grow your business please call me at Crossroads Consultants, 980-241-0189 or email me, Stan@MyCrossroadsConsultants.com.