Ten questions to ask yourself before you start marketing

Feb 17, 2022

I’m a curious person. I’m always asking questions and I believe the more you ask, the more you know. I also believe that an educated and considered approach to any situation will ultimately drive successful outcomes.

So when we first start working with a client, we ask and ask and ask until we know enough to be able to make considered marketing recommendations.

As a business owner, you can ask yourself the following ten strategic marketing questions to help better guide your marketing activity.

1. What is it that you are trying to achieve with your marketing?
What are your business objectives and how can marketing help you reach them? What goals need to be in place to help you drive these objectives?

2. Who are your customers?
Which groups of people are going to be the most likely groups of people to purchase your product or service? Hint: it's not everyone.

3. Where do the opportunities lie for your business?
Find them. Exploit them.

4. What economic environment is your business operating in?
Is it a competitive market? Is it a price-sensitive one? Is it fraught with legislation that potentially inhibits or encourages customers to buy your product or service?

5. Who are your three major competitors?
You may not believe that you have competitors but I can guarantee that your customers have other options available to them when it comes to solving the particular problem that your business also solves.

6. Why should your customers pick your product or service over competing brands?
Just come up with one reason. One reason that none of your competitors could also claim. This is called your Unique Selling Proposition. Top tip: when you have come up with your one thing - go and check out the websites of your three competitors again and see if they are also claiming this one thing.

7. What are your business’s potential threats?
What could stand between getting your product or service into the hands of your customers? Threats are generally external forces that you cannot easily control. Take COVID for example....

8. What is your capability in terms of resources for growth?
Do you have the people and the funds to invest in to grow your business? If not, how do you plan to resource this future growth?

9. Who will be responsible for driving your marketing?
Who does the buck stop with for this activity? Are they qualified and motivated to get the best result possible? Do they have the capacity to make the required commitment to the role of marketing? And if they don't, what needs to change?

10. What is your definition of success?
How are you going to measure success? What milestones and metrics will you monitor along the way?

By asking yourself these ten key questions you will be able to more effectively plug your marketing goals and tactics into your overall business goals.