Proper marketing is a wise investment.  The right kind of marketing drives people to your company and builds a platform of trust and interest. Be strategic and tactical in your marketing investments. View marketing as a wise investment in the future of your business, one that drives your future growth and success. Do not view marketing as an expense. However, poorly conceived marketing is time-consuming and a waste of money.

The best way for your business to market your services is to be very clear about your target market, ideal customers and to have honed your message to appeal to those ideal target market customers. You need to present that message in multiple proper mediums, selected to increase the chances that you’re delivering the perfect message to your target market.

Have a clearly defined target market, and study the demographic and other attributes of your top 20 most profitable customers to learn why they do business with you. Use that intelligence to build your marketing strategy.

Communicate the benefits of your products/services in an overt manner. Highlight how you are different than your competitors and exactly how you solve problems the customer is experiencing or would likely experience in the future without your company’s solution.

Communicate clearly why a prospective customer can trust and believe in your company. Use testimonials, guarantees and other risk reducing techniques. These should be featured prominently in your marketing materials, website, social media and in sales and customer experience processes.

Offer should be dramatically different from your competition. Highlight your unique value proposition and make sure every member of your team understands this value and can communicate it clearly and quickly to a prospect or a customer.

Be able to describe who your company is, in ten words or less, in language that would be understandable to a third grader.

Use specific and separate marketing strategy and tactics for prospective, existing and past customers. Focus appropriately on maximizing gain, expansion and regain in each segment.

Use the most effective marketing strategy and tactics to get your message in front of your target market and at the right cadence to get them interested; without annoying them.

Maintain a current marketing strategy and plan, including a calendar of events and budget and timing of such.

Measure and track the return on investment (ROI) of all of your marketing investments. Analyze the results before setting the budget for next year, ensuring your marketing investments are always designed to maximize demand generation and new prospect opportunities. Analyze timing of marketing campaigns pertinent to your specific service/product. Certain times of the year are better for certain companies (i.e., tax accountants, heating and cooling companies and pest control companies).

In the end, be honest, unique and memorable in your marketing communication and show people why they would choose your company over all others.