Information Sources

Annual Reports and other SEC Filings. These documents are required by publicly held U.S. companies and often include statistics and other industry information.

Books. Books can often provide detailed insight and analysis you cannot find elsewhere.

The Government. At last count 100 U.S. Federal agencies had statistical programs, many with data available on Web. You can find complete list at http://www.fedstats.gov/agencies/index.html .

Message Boards and Newsgroups. You can pick up on trends, hot topics in industry, and competitor information by following discussions.

News Articles. These often give clues to business environment and can lead you to additional information sources.

Newsletters. By reading and subscribing to competitor and industry newsletters you can get insight into current promotional tactics and other activities.

Research Sites. Archives, press releases, newsletters, and executive summaries on these sites can provide relevant research findings and statistics.

Search Engines and Directories. Search by keyword or drill down into directory sub-categories to find information.

Subject Sites. There are some general sites - www.suite101.com, www.about.com, and www.business.com to name three - with numerous topic-specific pages. Check for pages relating to your industry or product.

Trade Associations and Publications. You will often find industry information, statistics, and membership lists online.

White Papers and other Company Publications. Companies will sometimes publish free white papers that summarize industry trends or other information.

Planning Resource

- For more on developing a marketing plan, read this how-to guide: http://www.websitemarketingplan.com/book_information.htm

Bobette Kyle has more than a decade of experience in Corporate Marketing; Brand and Product Marketing; Field Marketing and Sales; and Management.

You can see if you plan to do all these things yourself, you're going to be working another full-time job.

On other hand, if you decide to direct all this yourself, you're going to be dealing with a cast of thousands.

GET ONE GOOD MARKETING COACH

This is a far better approach than working with a large agency. The head of agency, who has promoted himself to his level of incompetence, will meet with you, client, and promise to supervise your account himself.

Then, unless you're Microsoft, he'll go back to his office and assign your account to newbie. When you call for help or a progress report, you'll be handed from one person to another.

THE BATTLE OF THE EXPERTS

If you go it alone, dealing with many people, complaint I hear most from clients is: "She told me to do this, but he told me it won't work, I should do this."

You need one, knowledgeable, marketing person with whom to deal. I can't stress this enough.

PAY THEM AND THEN LISTEN TO THEM

Everyone thinks they know marketing. Few people do. Most of us harbor a secret desire to do a Super Bowl ad or design our own website. It's "fun" compared to, say, filing briefs or accounting. However, this is not time for a "vanity website." This is serious business - YOUR business.

It's a far wiser strategy to hire ONE person to oversee all this, trust him or her, and then do what they say.

A marketing consultant has experience in keeping you out of trouble. Their job is to tell you what you need to hear not what you want to hear. Their job is to help you make money!

THE BRANDING

To succeed, you've got to brand yourself. Everything you put out there has to deliver one coherent impression. This is why you need coordination.

Your website, for instance, must be constructed from ground up with search engine placement in mind. You need an expert copywriter, too. The copywriter in an ad agency is usually primo person there. Copy counts. Copy sells. It's not place for an amateur - you.

SMALL ... LARGE

Find someone who works alone, as a coach or consultant, or with a small group, or ad hoc agency.

Good marketing coaches collect one excellent person in each area - web design, copy writing - contract or otherwise. They know who's good at what they do - you don't.

ARE YOU READY TO GET SERIOUS ABOUT MAKING MONEY?

If you are, find a marketing consultant with a proven track record who is willing to give you exceptional service. Interview them and sample their ezine and reports. Then trust them and let them do your marketing, so you can do what you best. They have all sorts of ideas for you, as well as resources for implementation, that can get your business or practice soaring.