5 Signs Your Firm’s Marketing Strategy Has Fallen Flat and How to Regain Your Footing

If your business grows slower than you would like, your firm may need a marketing makeover. See if you recognize any of the signs that indicate that it's time to rethink your marketing strategy and get back on the path to success:

You need to set clear goals. If your goals are defined and prioritized, you can reach them.

1. Set out firm objectives for the next quarter, year, and five-year period.
2. Could you outline specific tasks in sequence and identify key milestones? 
3. Could you define the steps that need to be taken for the firm to achieve its objectives?  
4. Please let me know what firm resources are needed to complete the tasks. Resources may also include time, office space, money, consultants, information, etc.
5. Could you identify who will be responsible for the task and define their role?
6. Please let me know who is responsible and create an understanding of what needs to be done.
7. The idea is to create a unified marketing strategy to get there.

For more information, check out Inspire Inbound Marketing Campaigns With a Vision.

Your firm's branding could be stronger and more cohesive. 

1. Do you have a consistent look and feel to your website, social media pages, print materials, and even your office or workspace? 
2. Are you true to your message/mission? Do you think it's well-defined?
3. Could you tell clients what you're all about from your brand attributes? 

If you answered "No" to any of these questions, create a strong, unified brand profile and company identity.

For more information, check out Inspire Inbound Marketing Campaigns With a Vision. 

You still need to define your target audience. Is your firm trying to be everything to everyone?

1. Could you define a niche you can own in your field or local area?
2. Could you gather demographic information on individual or business prospects you're pursuing?
3. Create personas of typical clients.
4. You can concentrate on industry forums or social media outlets where your prospects are active. 
5. Create content they'll enjoy or find useful.
6. Frame your products and services as solutions to their unique problems.
7. Sponsor events that they attend.
8. You can advertise on their favorite radio station.

If you follow these steps, you'll get better results than trying to reach everyone, everywhere.

For more information on this subject, check out Market Segmentation: An Inbound Marketer's "Social" Bread and Butter.

You're broadcasting rather than connecting. Interact, ask questions, listen, and create relationships rather than practicing constant self-promotion. Good relationships foster loyalty and encourage evangelism. Become a resource that prospects seek out rather than a "salesperson" they'll ignore or try to avoid.

For more information on this subject, check out 6 Little Ways to Win the Hearts and Minds of Clients.

Your firm is being overshadowed. Strong branding, consistent messaging, and a unique services proposition will put you ahead of the competition. Clients are bombarded with calls for their attention. They must recognize you and your value instantly. You don't need to change your identity; you just better define it. You can make it obvious that you're the best fit for your clients by tightening your marketing strategy.

You can check out 7 Tenets of Brand Marketing or Professional Services Firms for more information.

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• 'Tis the Season for Annual Marketing Planning
• Would you like a SWOT to Start Marketing Planning?

Need a marketing makeover? Contact Colosi Marketing.