Begin every marketing communication with the end in mind.
In order to do this, you must know who your audience is, and have a clear intention for each marketing activity you undertake.
If you're going to a networking mixer, you must first ask yourself, “Why?” “What do I want to accomplish?” Perhaps it's to meet at least x number of other people with whom you will follow up, and connect frequently, so you build real, lasting relationships.
If you're sitting down to write a blog post, ask the same questions. “What do I hope to accomplish by writing this?”
Most of the time, your purpose will be to provide information, education or other material of value to your readers. But why?
The answer is to build trust and authority, and to remain top-of-mind so they remember you when it's time to refer or hire.
Or, suppose you're sending out an email blast. Why? What do you hope to accomplish? Is there a clear call to action?
Perhaps your goal is to get people on your list to call you for a free consultation.
The point is, you must begin with the end in mind. That way, you create content that's more likely to benefit you.
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