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Have the Marketing Foundation in Place First

No matter if you are a law firm, a non-profit organization or a business to business (B2B) technology company, you need successful marketing.  But don’t go for the one big event or the killer TV ad or the viral video first.  Make sure that you have your marketing basics in place first before you partake on any big marketing activities.   Get the block and tackling done first.  John Wooden, greatest college basketball coach ever, worked on the fundamentals 1st including how to put your socks on, before working on the sophisticated offensive plays.


Of course marketing is different at all organizations but here are my thoughts on what is a foundation for marketing:

  1. Establish your brand and logo. Must be consistent.  Make sure everyone knows the branding and the importance of it
  2. Clearly identify what you do and what differentiates you from your competitors.  What is the one thing you can shout about
  3. Create your messaging that everyone in your organization knows. What is your 2 minute elevator pitch on who you are, what you do and why you are different
  4. Firm up you target audience, their buyer persona, who are you selling to and how you want them to find you.  All of these will affect the marketing activities that you perform.  Find out where your prospects go to find information (live events, web searches, word of mouth, thru channel partners, etc.)
  5. Have a website that uses what you did in the first 4 items.  Usually your website is the hub of your marketing activities
  6. Establish your social media presence that uses what you did in the first 4 items.  This could be LinkedIn, Twitter, FaceBook, Instagram, YouTube, etc. – maybe just one to begin with (or a few)
  7. Make sure you have a clean customer / client list so that you can communicate with them.  This should reside in a database (CRM, Marketing Automation, Email) so that you can easily send them a regular email newsletter on what is going on with your organization and keep your organization top of mind for when they need services or product again
  8. Determine tools and resources you need.  Ask yourself (get the appropriate individuals together to discuss) the countless number of questions that need to be asked and answered, for example:
    • Do we need a consultant to assist in writing our content?
    • Do we need to hire a marketing person(s)?
    • Do we need a content management system?
    • Do we need an email system like Constant Contact or a Marketing Automation Solution like HubSpot?
    • Do we need a social media tool like Hootsuite?The sooner you have the answers, and the tools and resources in place, the better.  Make sure that you have a budget for any additional tools and resources.
  9. Define who is responsible for the above items and any future marketing activities.  Firm up job descriptions and titles.  Make sure that the marketing team individuals are compensated correctly

Hope these foundation items helped.  Above applies to all types of organizations: law firms, small businesses selling to consumers, B2B technology companies or non-profit organizations.  Build foundation first before you get lured into a big print ad, white paper creation, event sponsorship or a social media contest. You don’t have to do all of the foundation items all at once but the sooner you get these items in place the better.  You don’t want to look fragmented or unorganized or inconsistent. And you don’t want to be ineffective or inefficient.  Let me know your thoughts on if I missed any foundation items.  Happy building.





  1. September 27, 2016 at 5:30 pm

    Excellent blog about the marketing foundations. Well done with the focus on the fundamentals!

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