5. Integrate your tactics and message across your marketing materials, ads, and web site to prompt people to seek you out and contact you. Trying to generate leads without an integrated strategy is like playing football without a set of plays for quarterback to use with team. He'd end up throwing ball only to find receiver had gone other direction or go for a field goal on first down.

6. The purpose of having a web site is to generate leads. Once you have a lead you can use it to generate sales. Once you get prospects to your web site or reading your marketing materials, make sure you prompt them to contact you.

7. Most sales are result of a relationship based on your credibility and value of your products or services. Developing these relationships can take weeks or months to build. Your marketing strategy should facilitate this process of building relationships over time, with multiple opportunities for contacting prospects.

8. The easiest people to sell to are past customers. Prompt first time clients to buy from you again and again.

Keeping Score In order to know if your marketing is working you need ways of keeping score. Which marketing results are you tracking? Which additional ones should you define each month and quarter to track?

Keep track of these important 'scores' to evaluate your marketing:

1. How many prospects seek your firm out each month? Is this number growing each month by five to ten percent?

2. What percentage of people who are exposed to your ads, your web site and other marketing materials give you their contact information so you can stay in touch with them?

3. How many people are on your house list of qualified prospects? How fast is this list growing each month?

4. How many people buy from you each week? What is dollar volume of each sale?

5. How many sales come from repeat customers?

Whether we're talking poker, tennis, or marketing your small business, objective is to improve your performance and succeed more often. When you have a game plan, know rules and track your scores, you can continually find ways to improve your marketing and be more successful.

2005 © In Mind Communications, LLC. All rights reserved.

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