Like many people, you’re probably back from holidays in the office by now, ready to tackle the challenges that the year ahead will bring and looking forward to reaping the rewards of your hard work.
What better time than now to start off on the right foot with your marketing activity for 2017?
Set goals for the year and work out how you will measure your results. What would you like to have achieved by the end of the financial year on June 30? What would you like to have achieved by the end of the calendar year, come December?
Think big! Set yourself big goals that you can achieve this year. You need to find the right balance between lofty, unattainable goals that will leave you discouraged, and insignificant goals that keep you from missing out on growth potential. I’ll talk about breaking your goals down to achievable actions later, but for now think big!
How can you leverage your internal resources for your external marketing? Do you have employees who work for you who are passionate about your business? Do you have good relationships with suppliers and contractors who can help your marketing aims? What sort of budget do you have for marketing? Have you set aside money in your budget or are you going to be seriously bootstrapping your marketing efforts this year? All of these factors will help determine how you develop a strategy to kick all your marketing goals in 2016.
What Didn’t Work Last Year?
Where did you direct your marketing efforts in 2016? Have you evaluated your marketing campaigns? Were you strategic, or did you just do ad hoc marketing in the hope that something would work? How much time did you spend on marketing without seeing any real results? Be honest. At the same time, if you achieved success with any of your marketing initiatives, you should harness the momentum and build on that for 2017.
Harnessing partnerships with other businesses and forming strategic alliances can be a great way to further your goals. Perhaps you can work together with other businesses in your industry to run a promotional event. Perhaps you can work with a complementary business to offer discounts to each other’s clients. It needs to be a win/win situation for both businesses though to get the best results.
Successful marketing takes a lot of planning, but if you start thinking about the key points above you’ll be on the right track. Over the next few weeks, I’ll discuss all these points in more detail to help you meet your 2016 marketing goals.
And as always, feel free to comment on this blog – and share your thoughts.