One benefit of an economic downturn is that it encourages us to examine our business and focus on strategic planning. Hopefully, you’ve been using this slowdown to rethink your marketing strategy as well. Here are 10 marketing resolutions I encourage all business owners to make as we head into the New Year.

Few aspects of business are done without planning, but marketing is often left to happenstance. The result is that efforts fail, money and time are lost, and frustration sets in. To avoid these pitfalls, invest in strategic planning. A plan will determine goals, core messages, tactics and tools for measuring ROI.

An integrated marketing campaign in which all disciplines (publicity, website, advertising) speak with one consistent voice will get better results and cost less. Don’t hire multiple agencies to implement various tactics. Corral your efforts with an agency that specializes in integrated marketing communications. It’s common-sense marketing that works.

If your logo looks outdated or amateurish, your customers will convey these same qualities to your business. A professionally designed logo will repay you ten-fold, so don’t relegate such an important component of your business to a relative or employee. Hire a professional.

Every business should have an elevator speech, key messages and a value proposition that distinguishes you from competitors. Before you market, determine these important messages. Then deliver these key messages consistently and clearly in all of your marketing vehicles.

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