What is the most important marketing tool in your proposal?

Every time I present a marketing strategy proposal, I get the question 'which one of these marketing tools is the most important?'  I know that you are not suppose to answer a question with a question - however - my response is 'what are your goals?'.  I cannot answer their question without knowing what is their most important goal for their business.  Adding new customers? Bringing back old customers? Increasing sales to existing customers? Just increase the bottom line?

I was actually asked that exact question today during a presentation today.  My answer for this particular company was a new website and SEO.  The website is the foundation to all their marketing strategies.  It has the greatest potential for generating leads and providing the most information for potential customers.  If you are an ecommerce site - then I don't have to explain that one.

I know what many of you thought when you saw SEO. I am not talking about just keyword phrases. I include inbound marketing and blogging in my SEO package. You cannot provide a successful SEO program without including inbound marketing and blogging. Call-to-actions, landing pages, links and social media are all a part of an inbound marketing plan. Blogging can increase traffic to your site by up to 50%.

Don't get me wrong - other traditional advertising, email marketing, internet marketing and traditional media can all be important components of a successful marketing plan. However, small businesses many times need to start slow and a little at a time. Know what a small businesses goals are and match the appropriate marketing strategies to their goals.

What are your goals for your business in 2011 and does your marketing plan match those goals?