Have you ever thought to yourself...

"50% of my marketing is doing absolutely nothing...the trouble is, I don't know which 50%!"

The trouble is more likely, that your marketing plan is lacking some structure... which by the way, happens frequently.

Your expertise should be in the product or service that you provide. There are other experts (like me) that can easily fill in the gaps for you.

So what is your definition for marketing?
Personally, I shorten it up as, "Targeted communications to influence your consumers to buy your product."

Did you notice the word "Targeted"?

Without a plan, at least 50% and probably MORE of your marketing efforts are wasted on people who will never be your customer.

So how do you go about creating a marketing plan?
Step 1 - State your objectives and research your customers.
Step 2 - Plan and define your marketing strategy.
Step 3 - Take action.
Step 4 - Evaluate the effectiveness of your campaign, defined by the objectives you set in step 1.

By completing all four steps, you will know exactly what the return on investment was for your marketing dollars.

So, what is the definition for marketing in your organization?
Some people mistakenly 'lump' marketing underneath sales or business development. I believe that marketing is the first step.

A properly designed marketing plan will allow you to focus your sales and public relations efforts so that you get a better results for your time and money.

A one-size marketing plan does not fit all
If we all carried the same products and had the same customers, a one-size fits all marketing plan might work... but then we would all be out of business!

Fortunately, your product or service is unique because of YOU. There is a group of people that needs YOU to solve their problems... they are just waiting for you to find them.

Even non-profits have customized needs
Most nonprofit organizations are under the mistaken impression that marketing is a tool only to make a sale or get a donation. A good non-profit marketing strategy will not only get you those donations but will also keep them coming. By effectively letting the world know what your organization is about, you have a better chance of continuing to do what you have set out to do. And that is to help.

Tip #1: Spread the word Once you have successfully identified your target market, the next step is to reach them. There are many tools available today that can help you. The easiest and cost-effective way is through social media. Delve into the limitless possibilities of disseminating information through social networking such as Facebook and Twitter. Develop a website to have a strong internet marketing presence. You can also invest in marketing materials like brochures and posters. The important thing is to send a clear and concise message of what you are about and how they can help. The call to action portion of your marketing campaign is as important as the reason for it.

Tip #2: Connect with Donors People or companies who have already donated to your cause will be inclined to do so again. So it is important to keep them interested in your cause by advertsing your achievements. The key is to keep in touch and let them know exactly how their donation has made a difference. Donating not only satisfies the organization's needs but the donor's needs as well so make it personal. Helping a cause comes from a personal part of a busy CEO or any other prospective donor. The fact that they have chosen your organization means that they believe in what you represent.

Tip #3: Keep at It Keep your databases updated and your market informed of any news or activities. Send out invites, make phone calls and spread the word via the social network communities that you have established. This will maintain your prospects' interest and will hopefully keep you on the forefront of their generosity. Be consistent in any social media that you have started. Updates and constant interaction will keep your target market growing. So learn to utilize the opportunities of your social media to get the most out of it.

C2 Communications is available to help you define a marketing plan that works. If you need a nudge in the right direction, or a full marketing plan email me directly or call (239)571-3174.

Author's Bio: 

Cyndee Woolley is an Accredited Public Relations professional (APR) and has over a decade of experience in marketing and public relations. She provides consulting services and training initiatives for small businesses, non-profit organizations as well as large corporations on public relations, social media, community outreach programs and marketing.