Kim McLaughlin is a Toronto-based, marketing strategist who specializes in marketing for professional-service firms.
However, there is a light at the end of the tunnel for small and medium-sized businesses, but it requires a shift in thinking and a return to grassroots marketing. A strategic plan identifies your company’s niche market and your marketing objectives . It also defines what is important to that specific demographic, and how and where to reach it. A set of key messages drives what kind of content should be created for the company so it can meet its objectives.For example, I often see professional-service firms trying to expand their C-Suite client database by investing in Google AdWords.
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