I’ve noticed an alarming trend among small business owners “doing marketing.” That trend is that they often fail to plan. Planning is huge part of marketing success. In fact, it’s probably the most important part. But, it’s not being done.
They jump right in, roll up their sleeves and get busy playing with Facebook posts, doing Snapchats, and making content without stopping to think about how this marketing activity is contributing to their bottom line.
I’m using this post as a wakeup call if this sounds like you:
- Do you spend lots of time on social media, but see little to no leads or sales from it?
- Are you creating content on our blog or video channels, but don’t see any email list conversions from it?
- Are you feeling frustrated thinking that online marketing doesn’t produce $$$ and that your business only comes from word-of-mouth?
This weekend I deleted multiple social media accounts from my phone. After using the last part of 2016 to develop my marketing plan for 2017, I realized that some social media channels weren’t feeding into my plan and needed to be shut down. They were just feeding my ego to see views or likes, but weren’t feeding my family in terms of ROI, so they’re gone.
Ah, that feels better! Now, I’m focused on growing my business, and not stroking my ego.
If you’re lacking a marketing plan and spending lots of time online “marketing” with little to no real results, please take time this month to stop and think about what you’re doing and how it contributes to your bottom line. I offer the following.
8 Keys to Success for Your Marketing Plan
1. Have a clear vision: Start by creating a vision statement. A vision statement is a declaration of a company’s goals for the midterm or long-term future. Ranging from one line to several paragraphs, a vision statement identifies what the company would like to achieve or accomplish.
2. Pick 3 main goals: When choosing your three main goals, make sure they are S.M.AR.T. goals. A S.M.A.R.T. goal is defined as one that is Specific, Measurable, Achievable, Results-focused, and Time-bound.
3. Assign responsibility: Assigning specific people to specific tasks ensures everyone knows what is expected of them. When everyone understands their responsibilities, it discourages excuses and finger pointing.
4. Hold each other accountable: Ensure assignments are shared with everyone involved so questions can be easily answered and tasks can be completed efficiently. Knowing who is responsible for what also adds accountability. Accountability is an important aspect of responsibility.
5. Monitor and track progress: Set up a system to monitor and track progress such as a reputable Project Management System. Fairly easy to setup and use, this will also assist with assigning responsibility and accountability.
6. Celebrate success: While you may have your three S.M.A.R.T. goals created, don’t pass up the opportunities to celebrate small successes along the way. Celebrating success not only builds moral, but motivates everyone to continue doing their best.
7. Learn from mistakes: Making mistakes is one of the most valuable ways we learn. Instead of chastising or punishing mistakes, use them as an opportunity for learning and growth. There is an old saying “If you’re not making mistakes, you’re not growing”.
8. Evaluate outcomes for return on investment: Return on Investment, or ROI, is important to keep track of with all of your investments to determine if they are working for you or not. If an investment in an advertisement didn’t give you the results you needed, make sure you are not continuing to dump more money into it. While some investments take time to yield a return, make sure you are evaluating the ROI and making changes when necessary.
What more information? Contact us online or call 904-428-8764 for a complimentary 30 minute marketing strategy consultation and to learn more about our Discovery Sessions.