To build a strong and profitable business we must market, sell and deliver and the desired response is for customers to buy products and services and repeat the pattern. Successful marketing is a never-ending and continually evolving endeavor.

Contracts and sales are not usually won through putting all your effort and money into a single advertisement. Sales are accomplished by methodical and continuous efforts to increase visibility and build the company image as a competent, ethical and reliable provider of desirable products and services. The most successful managers realize that the company name or brand name is a promise to deliver what customers expect.

Marketing plans can be divided into three phases. The first phase includes maintaining a consistent and professional image that increases company/brand equity and improves the company/brand name.

The appearance and location of company offices, professional appearance of employees, treating clients as equals and the way you communicate to clients and customers all have direct implications for company identity.

A sound corporate identity must be developed to have a successful marketing program. Identity can be communicated internally and externally by printing the company name and logo on as many printed materials as possible. Business cards, letterhead, envelopes, brochures, e-mail and especially Web sites must work synergistically to reinforce the corporate identity.

Phase two involves creating a structured marketing communications program to establish with the company, clients and customers. Maintaining customer loyalty is vital because it is far more profitable to retain existing customers than to attract new ones. Although new business is important, it will be repeat purchases that make your company successful.

Phase three focuses on target marketing, which is best implemented after sales and production are stabilized. Developing a company newsletter, attending conventions and shows with a booth and the pursuit of press write-ups are all tactics that work well in this stage. If you have a newsworthy product or business development, media coverage is often a successful marketing tool because of its credibility with consumers (ads, of course, are often viewed with skepticism).

It is very important to complete a total business plan that encompasses procedures and policies in all areas of the business. A good marketing campaign could increase business ten-fold – are you ready?