Unfocused marketing doesn’t inspire change, writes Eric Fletcher in How To Build A Marketing Approach That Delivers. Focused marketing does: it creates additional awareness of your firm and generates new business opportunities and causes existing clients to hire you for additional work. That’s where your marketing plan comes in.
[T]he life-blood of measurable and enduring change — in marketing terms, what turns targets into clients and clients into raving fans — is much more than a flurry of indiscriminate activities in hopes of getting the word out and/or waiting on the market to knock on your door.
Fletcher’s post lays out the four elements that make your marketing plan effective. Read it. Incorporate his suggestions into your efforts. And stop committing random acts of marketing. You’ll be glad you did.
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