We’re half-way through the year now, so that seems to be a good time to look at your mid-year resolutions for your business. Wait. What? Mid-year resolutions?
We’re probably all familiar with personal new-year resolutions. You know, those promises bordering on vows that we make to ourselves around the first of the year to lose weight, get in shape, eat healthier, spend more time reading, etc. How are those working out for you? Yeah, me neither.
What about your business? Did you make new-year resolutions around growth or profitability goals? How about specific things to do to improve your marketing? Expand your portfolio? Tighten up your strategy? Implement some new tactic?
The middle of the year is a perfect time to revisit your goals and plans for the year with an eye toward making necessary adjustments to keep you on track for reaching the finish line in 6 months. And if you haven’t really set any goals or made and concrete plans, what better time to start than right now?
Here are a few ideas for things you can do in your business right now…
The best marketing you can do for your business will involve a solid strategy built around your Ideal Client definition, the Unique Selling (Value) Proposition of your business, and your core values. Resolve to commit a solid strategy to paper and then use it to drive all of your marketing efforts.
Once you have the strategy piece nailed down, map out the “customer journey” or experience you want your prospects and customers to have with your business. Looking at the interactions they have with your business through their eyes will give you the perspective you need to guide them down the path of know, like, and trust that leads to them doing business with you. What opportunities do you see to improve their experience and therefore position your business in the most favorable light?
Review your marketing materials to see if they are all about you and your business, or if they put your prospects at the center of the story. Hint: if you marketing materials use too much “I” or “we” language, they are less likely to connect with their intended audience. People are looking for solutions to their problems, so your marketing materials need to first let your prospects know they are indeed your target audience, then they need to connect on a solutions-to-their-problem level.
Examine the tactics you are using and be sure they are the right ones to connect with your audience, and if they are being used in the optimal way to do so. Meet your prospects where they are on social media, networking, searching for articles to answer the questions or inform them, etc. Keep in mind that different people absorb information in different ways (auditory, visual, experiential, etc) and be sure to have something for everyone you want to reach.
Pay attention to how the technology is changing, and how it can best be used to your business advantage. The world of marketing — especially “digital marketing”, “online marketing”, or “internet marketing” — is constantly evolving. What worked last year may no longer work today, and what is hot today may not have even existed last year. What adjustments do you need to make to your “marketing stack” to ensure optimal results as measured by return on investment of your marketing dollars?
For us, this website, launched less than a week prior to writing this blog article, meets one of our resolutions — that of modernizing our site and making it more visitor-centric. We still have a lot we want to do with it, but that’s the nice thing about approaching a marketing system as an ongoing, evolving process. Specifically, it doesn’t all need to be done at once. The key is to put a plan in place, map it out, and get going on it.
That brings us back to the point of this article. What mid-year resolutions have you made for your business, or more specifically your marketing?
Jeff Stec works with small business owners to help them grow by building marketing systems tailored for their unique business needs. Jeff is the Founder and Principal Consultant at Tylerica Marketing Systems. He is a Duct Tape Marketing Certified Consultant, A Duct Tape Marketing Total Online Presence Expert, and a SEO for Growth Certified Consultant.