Five Tips to a More Focused Marketing Plan

This is an especially challenging time for many businesses. Marketing and communication plans in a slow economy need to focus on short-term goals that can be achieved with a higher probability of success. Focus on leads with immediate potential and tap existing clients that have additional business opportunities.

Re-evaluate Priorities
All communications should have the ultimate goal of increasing sales. Determine which marketing programs or tools have been the most successful for your company in the past and concentrate your efforts on those sales initiatives.

Concentrate on Your Core Business
Determine which issues are vital to your organization’s success. Revisit your value-proposition to your clients and prospects to determine if it is applicable to today’s market. Focus on communicating the benefits, features and applications of your products and services to a well-targeted group of prospects.

Develop a Set of Success Metrics
Pre-determined objectives are helpful in verifying if goals are being achieved based on the money and time expenditures devoted to the project.

Keep Current Clients Happy
Customer retention is a must. Increase your communications with your customer base through visits, telephone calls and custom publications, such as newsletters, to let them know they are important.

Stretch Your Marketing Dollars
Utilize the trade and advertising media that directly reaches your targeted audience. Avoid broadcast or general advertising. Contribute articles for industry publications and be a guest speaker at key industry functions.

2008, and possibly 2009, may be difficult years for some businesses. Those companies that are cost-effective and focus on their target market will come out on top.