Are your marketing efforts methodical and driven by real data, with a focus on measurable results? Or do you have a tendency to run promotions on a whim — maybe because business is slow or you got a great rate on some unused media inventory?

It's unfortunate that we often run across the latter when talking to new and prospective clients. We find many new businesses — and even established companies who have just gone a bit stale — are often not focused on putting meaning into their marketing efforts. They tend to be focused on the transaction rather than the relationship. They think the latest social media trend will answer their prayers. Or perhaps they just rely on gimmicks or fluff to draw attention rather than capitalizing on the actual merits of their products to build brand value.

So, how do we turn the tables and start making our marketing efforts more meaningful? For starters, your efforts should be focused with a clearly defined target audience and appropriate message. You should strive for customer acquisition and business growth, rather than simply making a sale. And possibly most important, yet most overlooked, your marketing should help consumers make a wise purchasing decision.

Eliminate Contradictions

Of course, your marketing efforts do not stop at the advertisement. You must really pay attention to details and think things through to the very end. If you promise a quality product, don't kill the experience with poor in-store display and sloppy handwritten signs. Don't let your staff kill the experience either. I have one client in particular with an employee who refuses to state the store name properly when answering the phone. She believes it sounds better her way. She may be a great employee in all other respects, but she should have absolutely zero customer interaction. Don't let this happen to you.

From the advertisement that brings them in the door, all the way through the purchasing experience, and right down to putting the product to use, the customer should experience your brand to the fullest.

Utilize Trends Wisely

Stop looking at your marketing efforts as mere sales tactics. Your company blog, your Facebook fan page, and even your Twitter posts can be great tools, but they are tools for engaging consumers — not selling to them. Find ways to use these current trends to build relationships and establish your business as a leader in your industry. But, do not get tied into social media to the degree that you are totally dependent on it — these are trends and will be replaced with a newer, shinier trend at some point.

Another trend to be careful of is pricing trends. We've seen dangerously low pricing trends within our own industry. It's virtually impossible for us to compete with hosting companies who oversell resources and printing companies who sell below wholesale, so we don't even try. The simple fact is that either a) they serve a very specific consumer base that is different than ours; or b) they will not be able to sustain a level of profitability that will allow them stay in business. Avoid the temptation to allow such pricing trends to shape your business. We keep our price points fair and appropriate to the value of our services. You should too.

Just remember, marketing is a job that's never done. It's an ongoing process and should evolve with your business. It should be driven by data and goals. And it should be about engaging the consumer — not persuading him.