On Tuesday, I presented a workshop to a group of small business owners titled – How to Build a Rock-Solid Foundation For Your Business.

Because it was the first time I delivered this seminar, I wasn’t quite sure how well the content would be received by the audience.  Guess what?  I was floored in a very good way.

The main theme behind the workshop was the importance for business owners to build a foundation or strategy for their business before doing tactical marketing “stuff”.  Unfortunately, most business owners, if they engage in any type of marketing activities, just “fire” away without giving much thought to getting ready and then aiming.

Why is that?

Well, most business owners have been trained that marketing is only tactical “stuff”, newsletter, website, direct mail piece.  Don’t get me wrong.  Tactical marketing is very important.  But, your tactical marketing will never be as effective and won’t produce the stunning results until you develop a stratetegic plan.  Your strategic marketing plan consists of what you say, how you say it and the audience you say it to.

Here are the elements of a strategic marketing plan or a foundation for your business:

  • Identifying your target market and your ideal target market, so you don’t end up marketing to the “world”.
  • Understanding what your target market wants and expects from a business that provides the products or services that you provide.
  • Educating that target about the benefits or results that you deliver with your product or service.
  • Developing ways to build know, like, and trust with your target market.

Marketing isn’t magic, although some marketing gurus might try to get you to believe this.  Marketing is developing a strategy and then consistently and repeatedly touching your target with the correct tactical plan.

Joe Costantino is owner of Business Marketing Success in Boston, a marketing company that helps professional service firms learn how to effectively market their businesses with a step-by-step marketing system.  He is also a certified Duct Tape Marketing Coach and East Coast Regional Guide assisting in recruitment and training of new Duct Tape Marketing coaches.  Joe also provides keynotes, seminars and workshops on a number of marketing topics.  You can learn more about Joe at www.businessmarketingsuccess.com or by e-mail at joe@businessmarketingsuccess.com