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David Shelton: How to make marketing effective

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If your business has a marketing budget and you are intending to adopt an organised approach to marketing you should consider the following:

  • Give the job of “marketing” to someone who has time to do it – it simply will not happen if it is added to an already busy schedule
  • Give them some training on marketing communications if they do not have a marketing background – it will make an immediate difference
  • Take time to plan ahead – as with client service, less is more
  • Work through the detail of individual marketing activities, particularly how and when prospective clients will be followed up
  • Use the right marketing techniques for the job
  • Measure the outcome of all marketing exercises and use this to improve future campaigns
  • Test all marketing ideas (from brochures through to mailshots) with a good set of criteria before you approve them

David Shelton is the author of The Business of Advice book and website www.businessofadvice.co.uk

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