Developing a great product or service is only the first step in bringing the world to your business’s door. The second, equally important step is getting the message out to potential customers about what you have to offer and helping them understand how it will make a positive difference for them.

It’s easy to get caught up in your own enthusiasm about your offerings, but that’s not enough. You have to consider the perspective of your target audience and craft a campaign that really speaks to them. Here, 16 members of Business Journals Leadership Trust share important steps businesses often overlook when they’re crafting a marketing campaign and why they’re so essential to success.

4. Collecting a range of customer testimonials

Businesses often overlook consumer testimonials. They are the authentic voice of users of your product or service. Testimonials bring a user experience to life. They are more reliable and trusted than a company bragging and give the potential buyer insight from a variety of “real-life” perspectives. – Aviva Ajmera, SoLVE KC