If you’re reading this, I know you have heard of marketing before…in fact, you’re probably actively working to market something, whether you are a small business owner or you simply have a side hobby that makes a little extra cash. The key element that so many people are missing, however, is a clear marketing strategy that gives a path forward for what to do and how to do it. Most of our marketing efforts involve wasted time, energy, and possibly even money, and a marketing strategy is the most effective way to prevent this from happening.

One of my main roles is to create a marketing strategy for clients, from a landscaping company to a local day spa to photographers and everyone in between. The hardest part is knowing where to begin, so I wanted to write a series addressing the how-to of creating an effective marketing strategy that will serve you for years to come.

The first step in creating a marketing strategy is looking back at what worked and what didn’t for your business. Let’s break down what an actual business evaluation looks like.