Before you define what you expect to achieve from your marketing you need to review your overall business aims and objectives. It is critical your marketing objectives directly deliver on the overall business objectives.

To understand your target audience's needs, goals and behaviours - which will inform your marketing tactics - you need to get really specific with who you are trying to attract. Then build buyer personas which help you identify where you'll find your prospects, and how to get your messages into their information stream, what valuable content will help them solve their pain points and build trust.

Your brand is far more than a logo, styling and colours used. It is the experience, perception, relationship, expectation and trust your customers have for your brand. Define how you want your brand to make people feel and look. Specify the personality and values of your brand in addition to the features and benefits. By doing this you ensure everyone will be communicating the same promise - from the designer creating a logo or marketing collateral, the writer creating your marketing messaging to the service team at the coal face dealing with customers. Our process, fine tuned and proven over the last 25 years, results in a succinct 'core values onion' document and business owner clear in what we they, how they do it and who they do it for.

Now you're ready to identify the tactics you'll use to achieve your goals including inbound marketing (website, email marketing and social media), demand generation (paid search, paid social media, events, retargetting, influencer marketing, public relations), sales execution and customer service. Then build out campaigns utilizing your tactics of choice.

Marketing and sales technology improves efficiency and the customer's experience leading to increased sales and revenue. Businesses that leveraging these technologies can gain a competitive advantage and position themselves for long-term success in a rapidly evolving digital landscape.