Marketing Strategy: Never start Marketing without a Plan

What happens when someone calls your office? Does the person answering the phone get their name, phone number, and mailing address? Probably not, but what happens even if you do have all that information? Do you have a follow-up and follow-through plan for turning more inquiries into business?

Does your follow-up amount to a one step contact plan? A one step approach doesn’t work very often. And a one-step marketing approach misses lots of opportunities.

A single phone call, a single letter, or a single post card is a poor gamble. Business should never be a gamble and one way to make sure it isn’t is to have a plan before your start, and track every step along the way so you always know your return on your investment.

Develop a multi-step approach that serves two purposes based on your plan. One purpose is to stay in front of the lead, so when they’re ready to take action you’ll be the first person that comes to mind. Second, you want to be both educating the lead and developing a connection with them so you can’t start a relationship.

Start with a good marketing plan with clearly defined objectives for each step in the plan. Implement the plan and build in ways to track and measure each and every step in the plan. Know what works and what doesn’t work, and take immediate action to fix anything that isn’t working.