What Are Some Keys to a Successful Marketing Strategy? Written by Lisa R Kopp

Have Something to Offer That People Want
 
Try to come up with something you are already familiar with and good at.  Make it in an industry that people want and yet, is rather unique.  Do your best not to be in a niche that is already saturated with players.  This might take some research, but it is worth the time and effort.  Be able to explain what you offer in detail.  This will be a crucial part of your overall marketing strategy.
 
Identify Your Targeted Customer Base
 
Every business has a specific niche, and you will need to seek customers who need what your company provides.  Needless to say, everyone in your company should know what that is and be able to verbalize it.  This process is extremely important and must be done prior to developing a marketing strategy.  Your strategy will revolve around the identity of your customer base's niche. 
 
Develop a Plan
 
Like everything else in business, marketing involves some planning.  You cannot just jump into it without having a plan first.  This can be a team project.  Get together with your leadership and marketing teams and hash out a plan.  Do not assume you have to come up with all the ideas yourself.  Your team members likely have great ideas that you can use.  Make sure to keep written documentation of your plan in a place where all involved can access it.
 
Fully Understanding Your Industry
 
How can you be successful in your marketing strategy if you do not know what you are talking about?  If you are already in a company, it is certainly hoped you understand your specific industry and all its nuances.  You have to be able to explain the different facets of what your company can offer potential clients.  Be ready to answer all questions to the person's satisfaction and do so with a smile.  If for some reason you do not currently understand your business' niche, do some studying.  Otherwise, avoid being on the marketing team. 
  
Listen to Your Customers
 
Along the way your potential and existing customers will have suggestions as to what services or products they would like to see your business offer.  Always be willing to at least consider it.  If enough of your audience members share the same sentiment, make them happy by taking their advice.  This information should also be included when you develop future marketing strategies.  In your pitch you can let people know of the new services or products and that they are a direct result of customer suggestions. 
 
Convene a Company Advisory Board
 
Part of a marketing plan is often centered around the advice you get from an advisory board.  No matter how long your company has been around, chances are you have some loyal patrons amongst them.  Create an advisory board and invite these people to be on it.  Their ideas should always be taken seriously as they represent your client base.  You can draw upon their knowledge when you develop your marketing plan. 
 
Being Consistent
 
Do not explain your services one way to one client and a different way to another client.   Instead, keep your message consistent.  Of course, each client will have unique needs that must be addressed.  Yet the overall message of how you will deliver great service to them ought to be the same.  You do not want people to think your company personnel does not know what they are doing, right?  Right!
 
Being Persistent
 
While you should never become a pest to your prospective or current client, you will benefit from being persistent.  Every now and then you can gently remind them of your existence and your ability to take care of their projects.  If you have received a firm "no" answer to your request to serve them, then that is it.  Do not bother them again.  However, if they seem at all interested, stay in touch just enough to stay on their minds.  Ultimately this strategy will pay off.