Business View Magazine - November 2016

Business View Magazine - November 2016 29 elements – List customer attributes, buying triggers, expectations. Step 3: Decide “Can my team accomplish this?” Devel- oping and implementing a successful digital marketing strategy is not a one-person job. You need in-house re- sources for strategy, execution, analysis, and creative. If your business is not fully equipped, now is the time to reach out to a professional agency for expert advice and support. Step 4: Don’t let fear or complacency about digital marketing stand in the way of giving your business the best possible growth boost. Marketing CoPilot has de- veloped a customer scorecard you can download free. Homework, if you will, to start understanding the jour- ney your customers take from having a problem to se- lecting you to solve it. Wiese’s advice: “Go get the customer scorecard at http://marketingcopilot.com/customer-scorecard - template/ and get started. Sit with a coffee and docu- ment your five best customers, why they bought from you, and what they do online to make buying decisions about your product or service. Then map it back to what you are doing today and see if it aligns.” *Marie Wiese is the author of newly-released “You Can’t Be Everywhere: A Common Sense Approach to Digital Marketing for Any Business.” See our review of this must-read book in our November 2016 issue of Business View Magazine.