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What's your vision?

Don't know where you're going? You won't know you've arrived.

We've all heard the cliche' "You won't know you've arrived if you don't know where you're going." This couldn't be truer when it comes to having a marketing plan. For many, the terms "marketing" and "plan" being used together elicit the same response as using the words "family budget" or "last will and testament." Painful. Just painful. But a marketing plan is vital if you want to be effective, relevant, and profitable as an owner. 
There are many keys to forming a vision for your marketing plan, and we will cover many of them over the next months. To get started, here are a few questions that you should ask yourself out loud, and write the responses down on paper:
  • What does my business/startup/project/organization do?
  • What do we do differently than our competitors?
  • Who are our competitors?
  • What are our goals (financial/social/otherwise)?
  • How do we plan to meet those goals?
  • How much finances will we invest in meeting these goals?
Now, we can get into the actual nuts and bolts of marketing:
  • Who are my clients?
  • Where are they located?
  • How much money do they currently spend on my product?
  • How much do I want them to spend on my product?
  • What marketing has worked for me in the past? What contributed to this success?
  • What marketing has not worked for me in the past? What contributed to this failure?
This is a very short list of questions to get you thinking about where your marketing plan should be geared towards. Now that you know who you want to reach, and what "success" looks like in terms of them connecting with your brand, you can begin creating a customized plan. That plan can include radio, television, print, social media, and even gargantuan blue inflated King Kongs. Apparently, they work too.
Don't get overwhelmed. Marketing is a marathon, not a sprint...and you will win.
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