Today I met with a business coach who asked me “big questions” like How much do you want to grow your business this year?  and What’s your end goal?   Wow!, I thought, with my head spinning, it’s day 13 since I made things official.  Those are BIG questions!

But, of course, she’s right.   And then I realized that those are the same first questions I ask when I speak with new clients.

Beginning with the end in mind is essential for marketing programs.   It is far better to start the planning process around the goal (the end) and then determine what mix of marketing activities is going to get you to that place.  Here’s one way to think of it:

“How can our firm keep clients updated about new regulations and important industry news?”  or rather “Our goal is keep clients informed regularly so they think of us as knowledgeable and will contact us first if they have a need or a question.”   This kind of thinking will alllow for a broader, integrated marketing solution and is therefore superior to a narrow question like “Should we be on Twitter?”

So, what goal do you have in mind for your firm?   Let’s talk about a marketing mix to get to you there!

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Alison has more than fifteen years of professional services marketing and business development experience. She is a Boston College Double Eagle, holding both a BS in Management with concentrations in Marketing & Information Systems, and an MBA. Alison is a member of the 2009 Boston Business Journal’s 40 Under 40 class of honorees.