Marketing in the United States:
The first and perhaps most critical step is to develop a solid base of information regarding your target markets. Research, study and survey your target markets will provide you with the correct current information regarding the potential, needs and desires of your target market. Entering ANY market without the correct foundation of information is a waste of your time and money. The need to develop a business plan is also a critical step, but can you identify the components of your business plan, can you identify the tools needed to attract your market without proper research? No.
Step Two: The Marketing Plan.
Once you have determined which markets to address, the next step is to develop a marketing plan. A marketing plan that will outlined your goals, the communication strategies needed to achieve your goals and perhaps more importantly the support needed to follow up, convert the leads that your plan will provide into sales, or as they say, real money.
A marketing plan needs to consider the scope of your target market, the budget to reach the market, the types of media, print or direct mail, digital or a combination that will be used to “touch” your prospects.
Your marketing plan needs to consider the time line, milestones, and any action items that will keep the program on target, on time, on budget and allow you to achieve your goals.
Step Three: Media Selection.
Assuming that you have followed the first two steps, the next tip will focus on how to reach those that fit within your targeted demographics. Selection of media is going to be dependent in part on your budget, the scope of your program, the age, gender and related demographics assigned to your program. Today, there are many questions as to if traditional (print driven) media will work. In short, what will be needed is an integrated program that will provide a balance of desired cross media techniques, all designed to achieve your marketing goals. Integration is basic, linking offline media with online media, integrating the media tools with the proper balance of your brand and message map.
Step Four: The Message
Keep the following acronym at the forefront of your message map.
You have a better understanding of your market, you selected the correct demographics to target and you have a well-balanced marketing plan in hand. The next and perhaps second most crucial need is to present the correct message to the correct market. Use the acronym RIIMROI and you will be on you way to marketing success. What does RIIMROI mean? R is for relevance, I for Interaction, I for Integration, M stands of measurement, and ROI equals Return on Investment.
If you map out your brand message using these simple terms you will find an eager market and a market that will be touched properly by your marketing effort. Think of your own buying cycle. What makes you pull the trigger? Is the product relevant to your needs, can you capture information quickly and interactively, what about the integration, how did you get touched, and how many times did the message get to you and by what media? Measurement, you must measure (analytics) each and every program to make sure program is working. Did you make money, where did the profit come from? Can you duplicate the effort, what was the true Return on Investment?
Step Five: Dialogue vs. Monologue.
Think about the way you communicate with your customers and prospects. Are you in their face to such a point that they have added your emails to their spam filters? Are you a virtual marketing stalker? Or do you provide valued (relevant) information that can help their business grow?
Do you ask them what your services mean to their business needs, or how you can be part of their future plans? What business dreams can you fit into, what business nightmares could you make go away?
You cannot offer this communications stream as an one way street, no, you need to establish not only the methodology for a dialogue (not a monologue) but you must provide the tools, which can allow your customers to be part of the chain of communication.
So join the trend, establish multiple avenues of two-way access to your firm, use emails, direct mail, letters, blogs, mobile technology, websites, SMS and perhaps a smart phone app. Get focused on our future relationships and strengthen ties to your existing clients and open the door to new links to prospects.
If you need assistance in any of the five points posted please feel free to contact me at
As you can see I practice what I preach.