On the marketing side of things, marketing efforts are encouraged to be highly focused in the following areas:

• Company Branding:
  • What does the customer think of when they think of your company?  If you are a new company it is a surety they don’t think of anything! What is it you want your customers to know about your company?
  • Product Positioning:
    • So what? How does your product solve the customer’s problem?  How is it unique?  Do they get it? Why should someone buy your product today? How does it differ from your competition?
    • Demand Generation:
      • Where is the customer? How can I tell them how to find me to solve their problem? How do I motivate the customer to call the company?

Marketing in today’s high tech economy is a little easier today than it was even 10 years ago as web technology has become nearly universal across North America. It is critical to have budgets carved out in the following areas:

• Company Web site
  • Bold and fresh, updated quarterly
  • Anything that will make your prospect customer somehow richer or more enlightened after visiting your site.
  • A solid PPC/ SEO strategy
    • Everyone is sitting in front of their computers. How do they best find you?
    • Show presence
      • Good opportunity to adjust your product or strategy to accommodate a changing market.
      • Good opportunity to show the industry/customer/prospect who you are and establish yourself as relevant.
      • Good opportunity to market and sell product, check out the competition and finally identify new sales channels.
      • Calls to action
        • Webinars
        • White papers
        • Prizes/gifts

Etc.