In this day, there are so many entrepreneurs out there chomping at the bit to get their product or service in front of their clients. Many rush headlong into marketing with the idea that they just have to have their name in front of customers and then everything falls into place. Unfortunately for many, that’s only a small portion of getting your marketing going.
Over the years, you’d be surprised how many clients have come to me to help with marketing that just say, “Bob, get me in front of the world”. They’ve come to me knowing terms like Search Engine Optimization, Search Engine Marketing, Viral Marketing, and so much more, but it isn’t until they come to me that I ask the question that makes them stop and think…”Why are you marketing?” Most people’s immediate thoughts are “to sell my product/service”. Yes, that should be the end result, but it’s more than that.
The first thing you have to really address is your goal. Are you looking to generate leads? Are you looking to funnel them through a sales process online? Are you looking to peak interest in one specific thing or are you trying to sell yourself as an overall solution? By first defining your goals, you can better map out the path to those goals, whether it is focusing on a company branding campaign or a direct product promotion campaign.
Now that you know what you are trying to accomplish with your marketing, you can marry that goal with the information you already have on your target audience to start looking at where to concentrate your marketing efforts as well as being able to create initial ROI goals for your overall marketing campaign and for specific channels.