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As we enter 2011, it is customary for us all to set resolutions, or even goals for the upcoming New Year: Lose Weight. Stress Less. Quit Smoking. Travel More.

But what about the marketing goals for your business?  Engage in Social Media. Redesign the Website. Improve Search Engine Positioning. Rebrand the Company.

Now is the time to think about what you hope to accomplish for your business in 2011. The action items that perhaps got pushed to the back burner in 2010 should now be a priority. Here are three steps to help you get started.

1. Evaluate your Marketing Strategy

At the forefront of any integrated marketing initiative is the development of your marketing strategy. Maybe it's been awhile since you thought about your marketing strategy or maybe you've never developed one! Your mission statement may need to be revised or perhaps your target market has changed.  Have you added new products or services that are not represented on your website or marketing communications?  Think about how you want to position yourself to prospective clients and consider ways to encourage client retention.

2. Write a new Marketing Plan

Once you have your goals and objectives in place, determine an action plan to achieve your desired results. Make a list of possible tactics and prioritize the list.  Consider how much each initiative costs- not just dollar amounts, but also hours or intensity of work. It may also help to split your marketing into phases with a set of actions to be completed within the first six months of 2011 and a list of objectives to revisit the latter half of the year.

3. Set SMART Marketing Goals

Lastly, ensure that the goals you set for 2011 are:

  • Specific
  • Measurable
  • Attainable
  • Realistic
  • Timely
Set goals that are within reach for your company, target market and budget.  Then, with each accomplishment you will feel empowered (and not discouraged) to tackle the next marketing objective on your list.

Best Wishes from Blue Archer for a fabulous new year of marketing!

Jennifer Brant

Marketing Manager

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