Hopefully you already have a vision for your company.

It might be to be the biggest, the best or the brightest in your industry. It might be to deliver a certain experience or level of service to your customers. It might be to take over the world and travel to the moon.

Whatever it is doesn’t really matter, as long as it is something.

And just as your business needs an overall vision, your marketing must have a vision that supports it.

You might want to:

• Generate more leads
• Convert more leads to clients
• Develop new markets or attract new segments within your existing market
• Increase the average value per sale
• Remarket to your existing clients to heighten your lifetime customer value

As you can see, there are many things you can focus on and those are just the tip of the iceberg.

In order for your marketing to be truly effective, it must have focus. In order to get focus, you must know where you’re going. Your vision creates the potential for it becoming real. That’s why we get you to write down your goals and visualize the outcome before we even think about getting into the data!

As Vincent Van Gogh said, “I dream my painting and paint my dream.”

You must do the same thing by creating a marketing vision and then acting upon that vision to make it a reality. Visualize it first, then make it a reality.

Your marketing vision must reflect the overall vision of the company or it will not resonate with you, your team or your customers. So if your company vision is to reach one million people in the next five years, but your marketing vision is to remarket to existing clients (as opposed to expanding your marketing efforts into new territories or customizing your message for new segments of your existing market), then your two visions are out of alignment and conflict with each other.

Regardless of specifically “what” your marketing vision is, you must ensure that it is properly aligned with your overall business vision in order to get the best results from your efforts.

Author's Bio: 

Paul Keetch is co-founder of Make Anything Work and author of the world's #1 selling marketing "Bookinar" called Make My Marketing Work.

Learn how to build your strategic marketing plan from the ground up using our free video training series available right now at www.MakeMyMarketingWork.com