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Identifying the gaps in your marketing


If you're not being strategic in what marketing activities you invest in, it's time to start. Whether it's time, money, or other resources, it's important to identify where your gaps are. Where should you be investing more resources? Where should you be investing less?

Here's a system you can use to determine what adjustments you should make.

First, list all the different platforms and tools you're using or have considered using. Here are some examples:

  • Your website
  • Direct mail
  • Press releases
  • Facebook
  • LinkedIn
  • Blogging
  • Email newsletters
  • Google ads

Hopefully you get the idea. Once you have that list, you'll want to rate each platform and tool on four different factors. Use a scale of 1-10, where 1 is the worst and 10 is the best.

  1. How well does the audience of the platform match my ideal client?
  2. How well do the platform's capabilities match with what makes sense for my business?
  3. How well does the culture of the platform match my company's culture?
  4. How comfortable with this platform is the person that will be doing the work?

For each platform, add up those four numbers and divide them by four. You should end up with a number between 1 and 10, and that should be your target.

Now rate yourself on each platform and tool using the same scale and only one question: How well would you say you're currently utilizing the platform? The difference between your self-rating and your target is the gap.

What adjustments do you need to make? Most likely, you'll need to invest more in some areas and less in others.

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Mike Crandall

Mike Crandall

Sandler Custom Growth Solutions

Mike Crandall is a Speaker, Consultant, Coach and Trainer focused on Sales, Management, and Leadership Development.

He's also the owner of Sandler Custom Growth Solutions, a world leader in innovative sales, management, and leadership training. They offer consulting, coaching, and training for individuals and organizations serious about professional development and growth.

Mike is the author of "Motivational Management The Sandler Way" and has written a sales column for several years.

Tim Priebe

Tim Priebe

T&S Online Marketing

Tim Priebe is a public speaker, author, columnist, and the owner of T&S Online Marketing. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.

Tim’s company helps with websites, social media, blogging, email newsletters, Google rankings, and online video. Tim is the author of several online marketing books, including "102 Tweets," "Blog a Week," and "Online Marketing Mindshift."