Marketing is an avenue sought by businesses who are looking to increase their reach, and ultimately, their customer/client base. If done in a strategic way, the many initiatives resulting from a solid marketing plan can, and should result in a return on your investment-otherwise known as ROI.
The ways in which increasing exposure for any business are many, and should be closely dependent on goals, the industry a business is in, their target demographic, and other variables that require a marketing professional to mold their plan uniquely to each and every business they serve.
One of the most important – and often overlooked (and vital) parts of marketing – is measuring the results of the steps taken. What good is regular posting on Social Media, blogging, email marketing, events and other initiatives if you have no sense of how (or if) they are impacting your business, and ultimately, your bottom line.
Whatever you decide to do, to increase your business’ presence in the market place, be sure that you (or the company you hire to handle this) documents your successes and/or failures.
That way, over time, you will know better where your marketing dollars are best spent, and therefore increase your chances of making a return on your investment, a reality.