Marketing Tool Box

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As a successful business, you have your ‘tools of the trade’ for getting the job done.  Why shouldn’t the same be true when it comes to promoting your business to potential new customers?  Here are five things that all businesses should have in their marketing tool box.

Have a Marketing Plan

The baseball great Yogi Berra once said “if you don’t know where you are going, you’ll end up some place else”.  That’s powerful advice for a business’s marketing plan because if you don’t know where you’re going, how will you know when you get there?  The first thing companies should have in their marketing tool box is a plan.  This should be a set of well-defined and realistic goals, written down on paper, with tangible deadlines.  Running a marketing plan in this way helps ensure that results are actually achieved and visions realized.

Company Website

About 5-10 years ago, having a website was more of a novelty for many B2B companies.  At most it was a fancy brochure for supplying phone numbers and location information for a web-savvy few.  In 2016 the landscape has changed.  While organizations and the brand persona’s they portray may seem the same on the outside, the members of these organizations are younger and more inclined to use the internet than ever before.

In other words, having a well-built and informative website has become a standard for doing business.  Even companies that rely mostly on referrals and routine contract renewals are starting to see that having a website is an essential piece of the marketing picture.

A Solid Customer Database

Good data is key to marketing a business effectively.  Another important tool in your business’s marketing tool box is a clean customer database.  This means complete name, address, phone number, email and other data that can be used to send marketing messages on a regular basis.

There are many ways to collect data like this but the real challenge is in keeping it organized and up to date.  Make sure information is cleaned on a regular basis by updating phone numbers, emails and other pieces of data.  Depending on where you get your customer information, it is also helpful to make sure the people you marketing to are a part of your target audience.


Printed information about the value you bring to your customers is always important to have.  Up to date, informative literature in the form of printed marketing collateral helps make your business look professional.  Businesses can also get a lot of mileage out of these materials at trade shows, using them in mailers, passing them out at client meetings and other venues.


What your customers and clients are saying about you can be extremely powerful for potential customers.  People within organizations often do research on the companies they plan to do business with.  Testimonials offer a trust factor that can’t be matched by clever marketing messages and other content produced by a business.

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