Picking up where we left off in February regarding key questions to ask yourself when forming a marketing strategy for 2012, here’s the next point of consideration: What worked in the past and were you ready for it? This is a good time to identify activities that gained you clients in the past and felt comfortable to you. To answer that key question meaningfully, consider the following:

• Why did you stop doing past marketing activities?
• Did the market change, or did your business change?
• Were you unprepared for the growth?
• Did you get distracted?

Evaluate what worked, why it worked, and what adjustments need to be made in order to resume those efforts. Consider how to integrate a few effective past strategies with those activities that are currently working. (Remember, shoot for consistency not quantity!) Most importantly: Schedule them. If you don’t schedule and protect time for marketing activities, they won’t happen!

Next week, we’ll hit some tips for creating effective messaging.