keep your company’s marketing focus clear

You’ve got a big job to do. Whether you serve an entire city of patients, manufacture data system-saving software, or educate communities on the beauty of local art, chances are that you’ve got your hands full serving the customers you have and developing product/service lines to get new ones. Customers take priority – and they should.

However, is your singular business focus running the risk of leaving your brand’s visibility in the dust? Word of mouth may be the best publicity, but it’s also the slowest when it’s positive, albeit the fastest when it’s negative. Without great service you won’t sustain customers, but without great marketing you limit your own success. Make sure to take care of your brand from the outside, as well as from the inside and you’ll consistently grow, improve, and outshine competitors.

overcoming the pains of marketing

There are five big gripes that many business owners have with the marketing biz. Pause and take a moment to investigate how a greater understanding of these factors can help ease you into an effective marketing plan that suits your organization’s needs, goals, and audiences.

  1. Communication – One of the most important factors affecting any project, including a marketing project, is communication. You need a clear vision before you can market yourself. Even if you can’t phrase it eloquently at first, come up with a message or mission. Then, build your plan from there.
  2. Tech Tools – Almost any marketing strategy will rely heavily on some type of technology. Print and online ads often require graphic design teams. Web work requires complex programming software. Even simple online ad placements require an understanding of basic keyword analytics and analysis tools. Make sure you have and know how to use the tech tools you’ll need to market yourself effectively. If not, purchase them and learn, or hire someone who already has the knowledge and the skills your plan requires.
  3. Budget – A lot of times “budget” becomes a big, bad word. However, you must be realistic about what you can afford to spend – in both time and in money and technology – to effectively market yourself. Remember, marketing is incredibly important to your business’ growth, so plan for it and research how to enact your plan as cost efficiently as possible.
  4. Results Evaluation – How do you measure your marketing results? Well, that depends on your goal and the medium you use to send out your message. Various campaign types require various analysis methodologies. Carefully study your competitors’ campaigns and ask yourself – what they did right, what they did wrong, why you think that, how they got their message out, and how they tracked their campaign results.
  5. Next Steps – As you grow and new technology and marketing strategies emerge, your marketing plans need to evolve to reflect what works in the renewed market climate. You must always leave room for follow up marketing or your plan will become stagnant and begin to drag.

no band-aid solutions

If you’re behind on the above factors, take the time and effort necessary to educate yourself properly on the ins and outs of your business’ marketing potential. Remember: no marketing is terrible, but improperly executed or unprofessional marketing has the potential to be even worse. There are no band-aid solutions to your business’ marketing needs. Build your plans on a strong foundation and with clear knowledge to help your organization and its brand flourish into the future.

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esd & associates 07/10/17
Don’t miss your chance to take advantage of FREE fitness activities this summer. esd has partnered with San Antonio Parks and Recreation (SAPR) for three years in a row to bring the SA Parks Fitness App. So click here to learn more about how you can get fit this summer and how to win some awesome prizes.
esd & associates 07/06/17
TBT to our amazing VP of Operations, Lindsay Ackels, representing esd at the Best Practices in Worksite Wellness Forum. esd is a proud member of the Mayors Fitness Council and is proud to offer our employees wellness incentives.
esdresults 06/29/17
Our VP of Operations Lindsay, will be on an #SABGH forum panel about best practices for #workplacewellness tomorrow…
esd & associates 06/29/17
Our VP of Operations, Lindsay Ackels, will be on an San Antonio Business Group on Health (SABGH) forum panel discussing best practices for workplace wellness. Lindsay helps esd stay healthy all year round! esd is a proud member of the Mayor’s Fitness Council, and we are excited for Lindsay to represent us tomorrow at 9:00 a.m. at the forum. Read more here:
esd & associates 06/27/17
Hard to believe our city is turning 300. Time really does fly when you’re having fun! We’ll have some exciting news for you as 2018 approaches about our involvement in this year-long celebration stay tuned!

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Introducing the esd Media Library

At esd, we write white papers on a broad variety of digital media topics, from lead nurturing and email marketing to search engine optimization and B2B buyer personas. Consult our media library for in-depth answers to all your digital media questions.