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2. Set clear goals

It’s important to be clear on your marketing goals—they need to be measurable and specific. Do you want to get more people to visit your website to take a specific action? If so, how many people over what period of time? Do you want to get people to visit your store for a free sample or consultation? What kind of customers would you most like to attract? How many of them do you want to come in?

Setting your goals will allow you to plan what needs to be done—and what kind of investment will be needed. Think about your customer segments—the personas you want to reach and what their needs are.

“Does your value proposition clearly explain how you will address their needs and why they should visit your site or shop? From there, you can decide how best to design your marketing campaigns to create offerings that are more likely to lead to sales.”


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