- Market Segmenting — When you understand the people you're looking for, it's easier to find more of them. A market segment's unique make-up defines its needs and wants, suggesting products to sell and methods to use — and if it's right for you.
- Market Selection — Market segmenting identifies opportunities; it's up to you to decide how many market segments you'll need and which ones to develop. Solid information is essential in market selection decisions.
- Customer/Client Profiles — Market planning continues with customer/client profiles — word-pictures of the people you're looking for, summarizing what these groups mean to you, what you do for the group, and why.
- Market Positioning — Positioning allows you to focus your resources and expertise, as they apply to your market segments and think through the messages you wish to communicate to create competitive advantages. Your positioning or benefit statement should be well thought out and lend itself to professional identity branding.
- Professional Identity Branding — Your "brand" — reputation, integrity, performance, credentials, distinctive competencies, and other key factors — shows in everything you do and differentiates you from your competition. Establish your brand up front — in conversation, in writing, and in what you make people think about.
- Marketing Strategy — This is your formal plan for entering and systematically developing your market segments and achieving your goals. It coordinates your positioning or benefit statement, customer/client profiles, and professional identity brand with tools and techniques for establishing yourself in new market segments while servicing and expanding your existing client base.
- Implementing & Managing Your Plan — Now that you have a marketing plan, you'll need to implement, manage, and sustain it. It's also important to remain focused on your long-term goals — and stay motivated!
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