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Marketing From Square One

Tuesday, 17 April 2012 11:24
Written by Kristy Short

For firms new to marketing, it’s best to take it one day (and project) at a time

More firm leaders are beginning to understand the importance of consistent communications with prospects and clients in order to grow their business. However, while many are stoked about starting a marketing program, initial enthusiasm can quickly turn to frustration if more is bitten off than can be chewed comfortably. That’s what is called “marketing lockjaw.”

The general rule for marketing is to start from Square One and build from there. That can mean planning a single campaign and seeing it through to launch…then planning the next initiative…then perhaps multiple campaigns at once. Marketing is a great deal of trial and error. And there’s a lot for you to figure out along the way—like identifying what campaigns are most effective, cost, and your capacity for managing projects. But rest assured that with each new campaign, be it a simple email or a client newsletter, you will get more comfortable in your role as “marketer.”

For now, scratch the notion that you have to write a comprehensive annual marketing plan. All you need is that first campaign and the courage to hit the Send button. To help you get going on an initial project, you have to ask yourself (and know the answers to) a few simple questions:

  1. What is the purpose? What’s the intended outcome? This can be anything from breaking into a new client niche to providing valuable information to existing clients. In other words, answer why you are sending the campaign.
  2. Who is my audience? Am I sending the campaign to prospects or existing clients? If prospects, am I sending to all prospects in my database or do I want to identify a specific industry?
  3. What’s my mechanism for delivery? US mail, email, hand delivered welcome kit?

Once you’ve answered these questions, start to develop your campaign and GET IT ON THE CALENDAR. Setting a deadline for launching the campaign makes you more accountable for seeing it through. After the first campaign is out the door, start to identify and add other initiatives to the calendar. Before you know it, you have a good start to your broad marketing plan.