Use Marketing Research to Build Your Practice

[Image courtesy of KROMKRATHOG /]

If you followed the steps in our Research is Key to Successful Marketing blog, you probably came up with lots of ideas from your marketing research. If it’s been awhile, do that activity again and use your ideas to develop a marketing calendar that includes the steps needed to meet your goals.

What did you find out from your research?

What do you want to achieve that is in keeping with your particular practice?

What strategies will help you reach people who fit the profile of your ideal client?

How will you set yourself apart?

Make a list of goals for your practice for the next 3-5 years. You may have only a few, or many. You definitely want to include a goal statement that expresses how many clients (per week or month) you wish to serve. Now write down the 1-year goals that can help you reach those more far-reaching ones.

Develop a strategy.

What steps should you take to reach your goals? Keep breaking these down into the smaller and smaller steps that you must hit to keep reaching your short and long-term goals. Some of these steps will be obvious like getting brochures, business cards, gift certificates, and a website. It could also include no-cost marketing efforts like sending emails and speaking publicly, and creating additional client communication materials like flyers and newsletters.

Make a calendar with completion dates for your steps.

Take the goals, objectives, and action steps and post them on a marketing calendar. It is important to include dates for COMPLETION of marketing tasks. Post the calendar where you can’t miss it. In order to stay on target, refer to this calendar as you work toward your goals and revise it as needed.

Write out the steps needed to acquire brochures, business cards, flyers, and other marketing supplies.

Include on your calendar the distribution of your promotional materials. Where can you post them so your target clients will see them?

Make sure your potential clients can contact you.

Your contact information should be on every piece of marketing material you have. And it’s just plain good sense to keep your brochures and business cards with you. Be ready to hand them to anyone who shows interest in the services you offer.

Always be thinking: Who can you hand them to? What businesses or other offices are nearby? And don’t just hand them to people; engage them in conversations. Remember to focus less on yourself, and more on their interests and concerns.

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