Nobody does marketing just because it’s fun (although it can be a lot of fun—especially when it’s working!). We all engage in marketing activities because we want something to happen. We want traffic. We want leads. We want customers. We want results.
It’s easy to get wrapped up in the particulars of marketing—in the various components of a marketing plan. But an effective marketing plan is more than just the sum of your marketing activities. Having an excellent website is great. So is having an outstanding blog. A great Facebook presence is important. Having a strong Twitter presence to go with things such as email campaigns and online (or live) events is a good thing, too. But all these activities need to be part of an overall plan. How do you build that plan?