When I first start working with clients very few of them have ever considered a real long term strategy. I certainly understand, it’s not always so easy to take time away from the day-to-day — from the ‘in your face’ problems, from the tough client, etc. However, I will tell you what I tell them:
“What got you here, won’t get you where you want to go.”
As business owners we need to be consistently looking at the formula of our business — of how we can evolve, progress, move forward, and advance our business. Whether you take a full day once a year, spend a week or address it once a quarter, its important to take a look at your long-term business and marketing strategy. If you already have a substantial plan built it’s helpful to adjust certain changes in your market and change the plan accordingly. However, if you are like most and you need to create a plan, don’t waste time getting caught up in distractions, just do it already!
Here are some questions to help get you started:
- Who is your ideal client?
- Are you currently reaching this type of client with your marketing?
- What makes your product/service unique or different from your competitors?
- How do your potential customers currently receive information about your business?
- Are you in control of this information and the flow and direction of it?
- What is your budget for marketing over the next 12 months?
- What are your website, social media, SEO and email marketing goals for the upcoming year?
- Are there under-developed sales channels that you could be utilizing?
- What are your sales goals for the next 12 months? Not just overall, but for individual products and services as well.
- Are you happy with how your brand is currently positioned?
- What can you do differently to help you reach your goals?
- Is your digital marketing strategy set up, and being run efficiently? If not, who can you partner with to change that?
- How can your sales team be more effective?
- Do you have a significant plan to market your most profitable product or service?
Not all of these questions may apply to your business, but I would bet that many do. Pick even 2-3 to get started. Ask yourself, and get your trusted advisors and your team to weigh in. Start putting pen to paper, create conversation around these topics, and your long term strategy has been born. Good luck!
To Your Success,