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Rules of the Road for Your Marketing Plan

Posted by: Rod Kurtz on October 8, 2009

When starting a marketing or PR plan for your small business, first consider these five fundamental rules of the road:

1. Don’t bite off more than you can chew—particularly if you can’t afford to hire an internal marketing resource, consultant, or agency.

2. Don’t invest your time, or a dime—if you cannot commit the time to advise and collaborate with your marketing person or team to make it work.

3. Don’t expect miracles overnight—because marketing and PR cannot deliver instant gratification or new customers. But, thanks to the immediacy of the social Web, you should see results in several weeks, not months.

4. Don’t believe the myth that marketing cannot be measured—as there are many inexpensive or free tools out there. They can help you measure Web traffic, the reach and impact of your marketing and PR efforts, as well as what your customers, partners, and prospects are thinking and saying about you, your company, your brand, and your products and services.

5. Don’t bet the farm on one approach—as the market is constantly changing. Consider both inbound and outbound marketing as well as traditional media, social media, and marketing tools.

Tim Hurley
Partner/Managing Director
BluePoint Venture Marketing
Lexington, Mass.

Reader Comments

Sandy Barris

February 14, 2010 3:15 PM

Hi Tim,

Great list of Rules of the Marketing Road.

You've hit the nail on the head about not betting the farm on one marketing approach.

Sadly way to many business owners depend on one or two marketing tactics without actually figuring out how they fit into their overall marketing strategy.

Also your point about measuring is so important that it can't be ignored. Testing is the lifeblood of any small business because a small biz owner must make every marketing investment dollar count.

They are simply not in the position to blow any marketing dollar like the big mega companies with huge war chests.

Great ideas Tim, keep them coming

Sandy Barris
Fast Marketing Plan

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