The first step in marketing is to determine your goals.
Many companies move forward with no clear goal of where they would like to go with their business. They usually say, "we want to increase profits!" While there are multiple ways to increase profits, the goal must be focused. Is the goal to reach more people, sell more products, increase margins, decrease cost of goods, or something completely different? Profits increase when a clear goal is determined.
When it comes to your goals, marketing must be at the center as your advertising campaigns will be the visual and verbal expression of your goals to your current and potential clients. Refining your goals and marketing efforts should come through discovery research.
Research can be done in many forms including:
- Market Analysis
- Discovery Interviews
- Customer Surveys
- Competitor Research
Once research is complete, then a clear goal and appropriate strategy can be developed.