Now that you have a handle on your goals, your customers and your competition, you’ve got to develop a way to let the world know about your business. Your marketing message should always be customer driven—touting the tangible benefits of your company, stressing your ability to solve problems, showing your willingness to fill a need.

But the marketing strategies you use to send those messages can vary greatly. For instance, here are a few ways you could choose to market your company:

• Advertise in print

• Build a Web site

• Network

• Use direct mail

• Advertise on television or radio

• Launch a public relations campaign

The mix of marketing strategies you choose depends a great deal upon your finances. But you must also decide which form of promotion will reach the customers you’re trying to attract. Your marketing strategy should also lead you toward the goals you set for your business.

As you contemplate your marketing options, be sure to consider the ability to measure results. That’s the only way to know if your efforts are succeeding. Marketing should translate into more customers (or existing customers becoming bigger customers), which should then translate into more sales. It requires a long-term commitment of time and money.