A very good point from Caterina Linegar of Tamarindo. Planning is arguably the most critical part of any marketing strategy. Particularly those that are digital. I'm always surprised to learn that so many SMBs don't seem to plan.
Without a clearly-defined strategy, how do you know whether your efforts and spend are having any impact?
Seemingly lots of people just don't know where to start. I recommend you start from the beginning and ask yourself 3 simple questions in the context of your market:
1. Who are we?
2. Who do we want to influence?
3. What key message(s) do we want to relay to these people?
PS. My colleague Adam wrote a really good post about this the other day.
Do you have a plan? If not, make one. Go on, I’ll wait! It’s worrying just how many small businesses feel their way in the dark, cash in hand, just waiting to be robbed by a runaway, unmonitored Google Adwords (or similar) campaign. Don’t be another statistic.