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What You Need to Know Before Spending Any Money on Marketing

I've talked about the common mistakes firms make that waste valuable marketing dollars.  Now I'd like to share the critical considerations that should be taken into account before you spend any money on marketing and PR.

Know your target market: their priorities and their pain points.

  • Whom do you want to reach with your marketing and PR efforts: who is your ideal client?
  • What are your clients most concerned about; what problem do you help solve for them?
  • What do your clients value most in service—expertise, lower cost, on time performance, personal service?
  • Who are your best referral sources/power partners?

Know the services you want to promote

  • Do want to beef up your overall company identity or penetrate a particular market?
  • What existing or new services do you want to promote?
  • Which of your company’s services open the door to clients purchasing other services from you?
Know your key messages
  • What are the benefits of the services you provide?
  • What do you have to offer that your competition doesn’t: a special expertise, a unique niche, a package of services, a one-stop shop?
Make sure everyone is on board and agrees with your marketing goals.
It’s critical that everyone in top management is on the same page when it comes to your marketing goals. Otherwise, there’s a good chance that your marketing efforts will encounter obstacles along the way.

Have an internal champion.
Someone in the firm must be accountable and committed to moving the various elements of the marketing plan forward.  This individual is the facilitator who makes sure things don't get stalled or fall through the cracks.  

Although much of this advice may sound obvious, it’s amazing to me how many firms just jump into marketing without giving these issues a lot of thought beforehand. Believe me, it's well worth the effort!

Feel free to give me a call at 310.546.2926 for a complimentary strategy session. I'll be happy to show you how to take your business to the next level with affordable marketing strategies that hit the sweet spot with your target clients.