What is your primary product or service?
Describe how your product or service benefits me as a potential client/customer:
What is the most important thing your potential clients of customers need to know about you?
Describe your best customer or client?
Age:
Gender:
Income:
Interests:
Do you have customers or clients outside your home market? Where?
How do your best customers or clients find you?
Do you offer incentives for referrals?
Does your primary product or service require detailed explanations, product demos, significant background information, etc.?
Why?
Name your 3 top competitors, and describe them:
1:
2:
3:
Describe what makes your organization unique?
Name 5 things you have that your competitors don’t:
1:
2:
3:
4:
5:
How do your customers view you now?
Name 5 reasons your customers/clients choose you over your competitors:
1:
2:
3:
4:
5:
Do you view yourself as the market leader? Underdog? Up-and-comer? Explain:
How healthy is your market? Is it expanding, contracting experiencing a paradigm shift?
How large is your staff?
Does your client or customer interact directly with your organization’s people?
Name your staff members most likely to have direct contact with customers or clients and provide 3 to 5 sentences describing their role.
What level of expertise does your staff possess? Education? Years in field?
Who are they and why should anyone care?
In the marketplace, how prominent is your brand?
Graphically, is you brand immediately recognizable? In other words, do people remember you based on logo, colors or other branding elements?
How important do you consider branding as a key success factor?
Do you actively guard/protect your brand?
Is your brand/logo protected by federal trademark registration?
How do your past customers or clients describe your organization?
Are you personally actively engaged in maintenance of your website? Your staff?
Do you consider social media a key component of your marketing efforts?
Do you have accounts with the following:
Business Facebook page:
LinkedIn:
Twitter:
Pinterest:
Instagram:
YouTube:
Vimeo:
Google+:
Others:
Do you actively guard your reputation online? How?
Who, in your organization, responds to, or otherwise engages in your online relationships?
How was that person/group selected for that role?
What are his/her/their qualifications?
Is that the best use of his/her/their time?
Do you utilize online video as a component of your business? Explain how?
Video product demos:
Introductions to key staff:
Instruction/how to videos:
Other:
Do you consider online video an important part of your future online marketing? Explain.
Do you watch online videos? For:
Entertainment:
Information about products or services:
To learn how to do things:
Other purpose:
Do you post comments when you like or dislike a video on a website like YouTube, Vimeo, etc.?
Do you have a blog?
Do you actively post articles, images, etc. to your blog?
How do you decide what information to include on your blog?
When was the last post made to your organization’s blog?
What was it about?
What were the dates of your last 5 blog posts?
Do you have an editorial plan for your blog? Describe it:
Who is responsible for maintaining your blog? What are his/her qualifications?
Do you respond to comments made by visitors to your blog?
What was the last comment posted by a visitor to your blog?
What do you consider a tangible measure of success when you post an article to your blog?
Do you monitor blog posts in search engines?
When writing blog posts, are they keyword focused? How?
Describe how you determine which keywords to focus on:
Do you take measures to optimize pages/posts for search engines?
Do you keep an email contact list?
How many contacts?
Do you utilize a 3rd party bulk email service like Constant Contact or MailChimp?
How often do you contact your list?
Newsletters?
Special announcements?
Sales/promotions?
Do you segment your list? If so, list the segments:
What was the date of your most recent mailing?
What was the subject line?
Do you split test? By subject line? By content/images?
What was the open rate of your most recent email campaign?
What was/were your direct calls to action?
On a scale from 1 to 10, how important do you consider email marketing to your overall marketing efforts?
Do utilize a CRM? Which one?
Do you utilize auto-responders or other marketing automation tools? Describe them: