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Get Your Marketing House in Order

Written by Lynda Martin on July 14, 2016

Clarity Strategic Planning

Get Your Marketing House in OrderFor a lot of my clients right now, sales is not the issue, but I’m a believer in getting ahead of the curve. Figure out what’s working, get on the same page with the whole team, inspire everyone to cement client loyalty and identify new prospects! And give your team the tools they need.

The first place most people go at this point is to design a great website or something to hand to people, but those are actually the last things you should do. I once worked in marketing for a company that created a brilliant, yes, brilliant, radio advertisement. The funny script was delivered by Dick Cavett, a very wry, late-night comedian. And famous. The commercial made me laugh out loud as I was driving home. Six months later, we did a survey (that’s how it was in the prehistoric times before data mining and Google stats).

78% remembered the commercial and were positive about it.

Less than 20% remembered who the commercial was for.

This is what happens when you don’t take the time to clarify who your target market is and what they need to hear so they’ll reach out to you. Wasted time and (a lot of) money and energy.

Getting Alignment in Marketing and Sales

Want to use sales time effectively and efficiently throughout your organization? As a leadership team, get on the same page about these 4 points – then share!!

  • Who is your best client? Where are they? How do they think and what do they want? (We call this the demographic, geographic and psychographic.) Is your team’s answer clear enough that you can make a list of names that fit? Can everyone in your company describe and, most important, recognize that profile?
  • What makes you unique? What do you do to meet the needs and wants of that demo/geo/psychographic profile that is better than all your competitors?
  • How do you deliver excellence every time? What steps do you take? Does everyone in the company know the five stages a customer experiences from the moment they decide to buy until they write the check? (And decide to come back for more or refer their friends!)
  • What do you promise they will get or experience?

You can answer the 4-part Marketing Strategy question as part of the EOS process by downloading our powerful 2-page business plan (the Vision/Traction Organizer).

Next Steps

Get the EOS Vision/Traction Organizer

This article was originally published on the Goodwin Growth Works blog.


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