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In this episode of the Marketing Manager Playbook, our marketers George and Steven explain why it’s essential to have a strategic marketing plan for your business. Watch to learn how we conduct our discovery phase: creating and analyzing the SWOT (strengths and weaknesses of your company), identifying your target market and defining your customer persona (illustrating an avatar), and discovering where they retrieve their information (via digital or traditional media channels). Working with your internal staff can help you define what mediums and platforms are most relevant for your target market will help a successful conversion. Having a clear understanding about the amount of value a customer delivers helps our marketers gain focus and bring in ongoing ROI (return on investment) needed to support your growing business.