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Being intentional with your marketing is important because marketing should be an investment in your business. Unless you get a return on your investment, it’s simply a business expense and a waste of money.

Let’s say you’re single and you’ve just signed up on the leading online dating site. You put in a catchy intro line and write a very thought out profile of yourself featuring all of your best characteristics. When it comes time to add a picture, you go through your phone library to try and find the right pic but nothing is good enough, so you attempt to try and take the best selfie ever. After you’ve taken at least 10 pictures, you’ve found one that will do the job. The next step is to post the ad and wait to see if you get any takers.

I enjoy long romantic walks to the fridge.

Your intention in joining an online dating site is to find a compatible mate. Every step of the process in filling out your profile is intentional to try and achieve your objective. After a few days on the site you notice that your profile is attracting a certain type of personality that you may not be attracted to, so you decide to change your intro headline or try some different photos in an effort to paint a better picture of the type of person you are. You may try and edit your information to try and avoid the type of people you’re currently attracting or simply fill out the ‘chemistry analysis’ to help you with the filtering process. Regardless of what you do, it is all done intentionally for an ultimate objective.

Marketing in business should be no different. Here are a few steps in helping you be intentional in your marketing.

1. Have clear, focused and definable objectives

Increasing sales is not a clear objective. It’s a necessity for the survival of your business. Be specific with what you want to achieve with your marketing efforts. For example, securing five new clients that spend over $50,000 per year buying farming equipment in the next 12 months, that is a defined objective.

2. Your efforts need to be measurable

How will you know if all of your marketing effort was an investment or expense? Inbound marketing is an approach that allows you to measure the effectiveness of your marketing efforts. Check out our 5 Tips to help understand Inbound Marketing to help you get started.

3. Be attractive, be different & be creative

Back to our dating site analogy; you are looking at 2 profiles. One with a picture and headline that reads “I’m a confident and spontaneous person who enjoys sharing the simple things in life but also enjoys the thrill of exploring the mysteries life has to offer”. The other profile has no picture and a headline that reads; “I’m up for pretty much anything. Just ask”. Which of the two do you click?

4. Be aware but have faith

Not every entrepreneur or business person is a good marketer. This is why it’s important to find a team of marketers that you trust. Finding a team that understands and who is vested in your business by sharing the same desire to grow your business as you do is a huge step in the right direction.

Being intentional is about knowing exactly what you want out of your marketing efforts and being willing to invest the time and money in doing so. By finding the right marketing team to creatively help you achieve your objectives, you can ensure that your marketing dollars are being put to good use and not just another line item on the expense sheet.

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