Where do you see your business in the next 3-5 years? A firm strategy begins with an end goal. Whether it is to build brand image or increase sales, the marketing plan is what takes you there. It is vital to have a clear and concise strategy map for business success.

Will your marketing plan achieve your goal? Lead generation, response rates, and web traffic are just a few of the metrics used to determine a marketing plan’s success. Integrating the right marketing mix is the key to maximizing the effectiveness of every campaign.

Do you know the demographic of your target audience, and how to reach them? Targeted campaigns yield the best results. To create a targeted campaign, you need to know the characteristics of your demographic. These characteristics could include age, gender, income levels, or business size depending on if you are marketing B-to-C or B-to-B. Different segments are approached differently. Proper market research and trend analysis can identify how.

Do you know how your competition is positioning itself? Uncovering what is unique about your offerings in comparison to your competition is extremely valuable. This is also known as a competitive advantage. Differentiation helps increase awareness and brand recognition.

Do you have a unique selling proposition that differentiates you from your competition? A unique selling proposition (USP) is a statement that provides an emotional appeal for your target audience. The more creative and unique the USP is, the more you will distinguish yourself away from the competition.

Is your messaging clear and concise? You always want to use a standard set of verbiage when marketing your company, including both internal and external communication. Doing so will foster a reputable brand image and a cohesive organization.

What are your strengths and weaknesses? In order to establish where your company stands in the marketplace, you have to know your strengths and weaknesses. It is not always easy to admit your weaknesses or even know what they are, which is why companies often employ marketing firms to conduct qualitative and quantitative research.

Do you know what opportunities and threats exist in the marketplace? Often times there are outside factors that influence your business; whether it is the economy, new government regulations, or industry changes. Understanding these threats can work toward your advantage by allowing you to shift strategies or seek new opportunities.

Did you carefully select the right online and offline media to achieve business success? Today’s marketing opportunities include social networking, websites, direct mail campaigns, advertising – and everything in between. Using these venues in the right marketing mix, or working with a professional, can help you ensure you are maximizing marketing ROI.

How will you measure success and ROI? As previously discussed, measurement is a key factor in evaluating your success. Understanding how you are generating leads, where they are coming from, and their conversion ratio will give you the edge when evaluating your marketing budget. Properly allocating funds to strategies that have a greater ROI will secure increased sales and lead opportunities.