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Strategize Your Marketing!

Date Posted: 2005-10-03

Anyone in the business of Internet marketing has probably seen
the phrase "marketing plan" over and over again. Unfortunately, a
lot of people seem to think that having a marketing plan is just
another way of saying, "Where will I advertise today?"

I'm a firm believer that your marketing plan should be much more
than this. To use some military terms, I think that a marketing
plan should be "strategic" as well as "tactical." In other words,
we should make sure that we focus on our entire plan, and how it
works as a system, rather than just focusing on individual parts
like classified ads or website copy.

Here are a few tips that I've used in the past to help me create
and visualize a marketing strategy:

* Think Backwards: I've found that the best way to construct a
marketing strategy is to start with the thing you want to happen
at the END of the marketing process, and then work back from
there. That means that the first step in creating your marketing
strategy is to think about where you want to make your sale. Will
it be on the phone? Will it be on your website?

Once you have decided on what your "point of sale" is going to
be, you can then start moving on to the next step, which is
getting your customers to that point. How will you get your
customers to call? How will you get people to visit your website?


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