Posted by dscaringi on May 14, 2012
Businesses with written marketing strategies always outperform those approaching marketing with an ad hoc spirit. But how often do you use a formal strategy? How do you know when it is time tweak it? I always tell my clients that marketing is a long-term business investment that shouldn’t be dramatically changed too frequently. However, I also believe that being flexible is smart business. There are certainly appropriate times to shift marketing strategies. Sometimes determining the right time to pivot the strategy may be difficult to ascertain. Here are a few pointers for getting started:
- Take inventory of your marketing plan. Identify what you have accomplished and how you have done. Determine which marketing endeavors are delivering results and which are falling short. If you haven’t had a formal measurement system, start by looking at snapshots of financial records and the rate of incoming business. Compare those figures to the same timeframe of website traffic and other external marketing communication programs that have measurable results. Look for patterns and compare to the economic scenarios of the time. If your overall growth has been flat, or declining over the years, it may be time for a shift in your strategy.
- Review existing marketing goals. These goals need to reflect your current service offerings. If your services, target customers and the market are not aligned, it is time to adjust.
- How is your team? Analyze the strengths and weaknesses of your team and match their skills to the marketing goals. This will allow you to match people to the initiatives appropriately.
- Get real feedback from your customers. Understand what the industry is looking for and see if your clients’ demands are the same. Find out who uses your services and why, as well as what specifically keeps them coming back to you.
- Once you have done this homework, it is time to look at what is specifically missing in your marketing plan. Remember, it probably isn’t necessary to start over from scratch, but rather re-adjust according to the current market demands. Consider what components you may repackage for your target markets, as well as any new initiatives that can be added, such as social media.
Pivoting a marketing strategy can sound scary and costly, but it doesn’t need to be. Carefully analyzing current marketing practices will uncover new ways to present your business. Be thoughtful in your process, use measurable methods and think long-term. At the same time, remain flexible and review your results several times a year.
Posted by dscaringi on April 23, 2012
Spring is here again in New England! The sun is shining a bit more warmly, the birds are singing in the morning, the bees are buzzing around the blossoms. Everything is greening up and feeling fresh. It makes me want to refresh my surroundings with productive spring cleaning. What does this have to do with marketing? Lots.
Marketing plans should undergo a spring refresh as well. We are approaching the half-way mark in the year and what have we done so far to further business? To find out, pull out your marketing plan and read it through. Here are a few things you should be looking at specifically:
- What are your goals? Are the goals you set this winter still appropriate? Do you need to tweak them or add something new?
- What are your priorities? You really can’t do everything at once, so selecting the most critical components of your plan and then attaching actionable items will help you to be successful.
- What have you made progress on? Compare your outlook calendar to the actionable items of your plan. Do they line up? Have you scheduled yourself to act upon your goals in small, attainable steps?
- What to do next? Look at what you set out to do in the start of the year and compare what you have actually accomplished. What is the next logical step for you to take?
- Is your plan missing something that you could be working on? If you notice any gaps, fill them in and add actionable items to your calendar and plan.
These are some very high level questions to ask yourself, but they will lead you in the right direction for reconnecting with your goals.
We all know that marketing plans only work if they are used. So, don’t allow your plan to sit on a shelf in the shadows. If your plan isn’t being used, it is time to edit it so that it becomes your road map. Remember, we are talking baby steps here. Don’t be afraid to act upon something. Sudden change should never derail you, but rather invigorate you to try something new within your plan. Just be sure that everything you undertake furthers your business goals.
Finally, calendar appointments to remind yourself to review and update your plan from time to time. Keeping it in the forefront of your to-do list keeps marketing top of mind. Continuously working at it will make you successful.
Posted by dscaringi on April 6, 2012
We have a simple rule in our house: ’Be nice to everyone no matter what.’ My kids look at me quizzically on this mantra from time to time. They know the truth. Reality is…not everyone is nice to them all the time. So, why should they be nice back? I just smile and tell them, “it doesn’t matter how they treat you, but you need to be nice to everyone anyway.” So, why do I have this mantra? Because being nice really matters. It matters in personal lives and in the business world. I have seen the benefits first hand. Here are a few reasons to live by this mantra:
- It feels good eventually, even when you don’t want to be nice at first. Anger is a temporary emotion that is usually replaced with more positive emotions, which are usually much longer lasting.
- You never know what the future brings. Over a lifetime, you meet a lot of people who will move into lots of different areas. You never know when your paths may cross again and you may need to help each other out with something.
- At the end of the day, your reputation is all you have. Tarnish your reputation and it may never shine again.
Being nice doesn’t mean gushing over someone or bending over backwards to help someone who you just can’t stand. It does mean being respective, helpful and kind.
Long term relationships help all of us live full and productive lives. The more positive those relationships are, the nicer experiences we will all have. So, the next time you are tempted to be nasty to someone, rethink that interaction. Walk away, take a deep breath or just change your mind to something more positive. It isn’t always easy, but remember what Mom always said… “if you have nothing nice to say, say nothing at all.” It works.
