Your business marketing strategy must move people through three key steps to convert them from prospect to customer status.

The first step is your positioning strategy – getting attention. People need to know that your company exists and what it is that you do or offer before they can buy.

The second phase is your marketing positioning. A prospect must get to know and trust you. They must understand the value of what you provide, before they will purchase anything from your company.

The final phase is your sales strategy – selling, getting that important first-time sale and gaining repeat loyal sales.

You cannot change or control the marketing and sales cycle. But, you certainly can influence your prospects to generate a steady steam of customers. Your products and services must solve a problem or satisfy a need. You need to give the buyer what they want.

Your marketing is meant to work like a ladder into your business. First you must help prospects become aware that your business exists, then you motivate them to contact you, next you establish your credibility. Step by step, you move them closer to a sale.

Awareness and a good image come from your brand positioning strategy and are what can set your company apart from all others.

Consider –

Positioning Strategy – Are you getting as much attention for our products and services as you’d like? Do you have a brilliant marketing message that succinctly explains the problem you solve and prompts prospects to contact you? Do you know how to motivate prospects to contact you? What percent of your target market is aware that your company exists?

Market Positioning – Is your company positioned in prospects’ minds as the place to find reliable expertise? What is your strategy for helping prospects get to know and trust you? Do you help prospects clarify the value in their own terms of your products or services? Is your marketing copy successful in convincing prospects to buy?

Your commitment to your marketing strategy planning makes a big difference. Well-organized programs don’t cost more, but the payoff can be far greater.

When building your marketing strategy and communications strategy, you must pick your objective first, and then choose the appropriate technique to accomplish your goals.

Does your business marketing strategy have the right marketing mix that works best for listening, talking, energizing, supporting and embracing your objectives?

In addition, you must always include appropriate metrics and benchmarks to ensure that your marketing is accomplishing your business goals. Success measurements include broadened awareness, online buzz, time spent on your Website and increased sales.