Marketing Plan: More Method, Less Madness

"Most small companies take a shotgun approach to marketing," says Charlie Cook, who runs Marketingforsuccess.com.

While it's tempting to make marketing decisions by the seat of your pants -- after all, you know what grabs your attention -- you're better off taking a more scientific approach, Cook cautions.

"[You must] put time, diligence and effort into the process," says Steve McKee, president of the Albuquerque, N.M., ad agency McKee Wallwork Cleveland. "Companies always get the marketing they deserve."

Here's how to avoid taking a shot in the dark.

Retrace the Breadcrumbs

When customers find you, make it a point to find out how they did it.

Service providers, such as law firms, or business-to-business outfits, such as IT support firms, can use existing customer databases to track promotional efforts, and CRM -- customer relationship management -- systems, like Intuit's(INTU Quote) Quickbase, will provide a record of the materials you sent to any new clients that come your way.

Retailers and other walk-in businesses might take a more informal approach, training staffers to ask all customers where they heard about the company.

Put Your Money Where Your Clients Are

"Look at your planning for 2008 in terms of getting the most bang for the buck," says C.J. Hayden, author of Get Clients Now. Ask yourself, "Where can I get by only spending a little time or money?" she says.

Then focus your marketing by determining how much profit per customer each channel brings in.