Marketing rarely fails because of a lack of interest, ideas oreven adequate resources. However, it always fails when it doesn'tturn prospective buyers into believers.

Marketing derails when it's little more than a series of looselystrung together and uncoordinated tactics — email campaigns,promotions, presentations, blogs, social media engagements,charitable support, newsletters, collateral pieces, webinars,events and all the other stuff intended to “get the messageout.”

While this is a high activity picture, it's also a fruitlessone. It helps explain why marketing budgets are cut and marketmanagers last a year or two and move on. Then, the story isrepeated, once again.

There's another way to look at marketing: helping customersenhance their lives and fulfill their aspirations. Whensomeone makes a purchase, large or small, it's as if they'resaying, “I believe.” Far more than spending money, they are puttingtheir trust in a business or a brand.

So, what will make marketing work? What should a company do toget its marketing on the right track and keep it there?The answer is in asking the right questions:

1. What's your message?

Or, do you have one that everyone in the company can verbalizeif asked? Most importantly, could your customers express it? Likeso many other companies, you may be letting others define yourmessage. If so, it's time to take charge. That begins with askingquestions and gathering information. Here are a few starters:

• Why should anyone want to do business with you?
• What sets your company apart from the competition, ifanything?
• What are your customers' complaints? What do they like aboutyou?

How do you know what your customers think about you? Ask them.Get on the phone, use surveys, or, better yet, go see some of them.That's right, in person. They'll get excited to see you, instead ofan invoice.

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By now, you may have figured it out. Marketing has nothing to dowith your company or what it sells. Marketing is 100 percent aboutwhat customers want and what's in it for them. To put it bluntly:If you talk about your company, visitors will run. Why? They careabout themselves. We can learn from companies with acustomer-focused message:

• Walmart. Save money. Live better.
• Toyota. Let's go places.
• Burger King. Made to order.
• Coca-Cola. Taste the feeling.
• Capital One. What's in your wallet?

Now, take it a step further. Focus on what's important to yourcustomers, such as responsiveness, transparency, ease of access,keeping promises, helpfulness and caring.

Next, come up with four or five customer-focused messages. Then,survey your customers and prospects, asking them to select themessage that best represents your company. Along with obtainingvaluable information, you are letting them know you care.

An effective marketing strategy is key to success onceyou've formulated your message. (Photo: iStock)

2. What's your strategy?

Then, with a compelling marketing message, the next task isdeciding how to deliver it to customers and prospects. In otherwords, how do you go about pulling them closer, so they want to dobusiness with you?

Here are possible components of a marketing plan. Each oneshould have its own strategy and customer-focused content:

• Social marketing. Choose and nurture thesocial platforms that work best for your business. Don't diluteyour efforts by trying to be everywhere. Explore Facebook,LinkedIn, Twitter, Pinterest, Instagram, YouTube and Yelp.
• eNewsletters. Capture interest by sharing yourknowledge and experience, as well as customer testimonials, alongwith periodic helpful alerts.
• Events, webinars and podcasts. Make sure thecontent is always customer-focused.
• Group presentations. Identify and contactrelevant groups, along with asking customers for suggestions.
• Charitable support. Partner with a charitywhere you can leverage your company's capabilities and make it yourcorporate mission.
• Advertising. Both online and print ads do wellif your choices are well researched. Consider Facebookadvertising.
• Website. Think of your website as a resourcefor attracting customers. Focus the content on what interests them,what they want to learn not what you want to sell.
• Bylined articles. Demonstrate your competencewith both short pieces and longer articles. Post on LinkedIn, andsend to trade and general online and print publications.
• Videos. 45 to 90 seconds. Demonstrations,customer testimonials, but no talking heads.

If you think such a list is daunting, you're right. So, first,tackle those tactics that are most critical. Then, set realisticdeadlines for implementing new initiatives, but always thinkexcellence.

3. How can you keep your marketing ontrack?

Watch out! Marketing tactics often begin with enthusiasm butquickly fade away. This happens when the purpose isn't clear. Keepasking, “Why are we doing this?” and “Is it helping us pullcustomers and prospects closer?” If, the answer is no, evaluate andmake changes. More than anything this is what helps keeps marketingon track.

Related: 100 best sales & marketingideas

But there's one more thing, as they say: The effects ofmarketing are cumulative, not instantaneous. Sure, early adoptersare quick to jump aboard, but it takes more time for others. Theywant to be sure before they buy and that doesn't happen quickly.Unfortunately, too many marketers fall into the trap of quittingtoo soon. What's important is being there when customers are readyto buy.

Even so, competitors are always readyto strike, and that's why consistency is marketing's “secret juice”that goes a long way in bulletproofing customers. When customersknow why they are doing business with you, they stay with you, andthey are also more likely to make referrals.

There's no magic to marketing, and there are no gimmicks.Marketing delivers the right results when it pulls customers closerand closer so you can understand them and they can appreciate whydoing business with you makes good sense — their way of saying, “Ibelieve.”

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