When your marketing sucks, your business is in pain. Your stress goes up, you work more and do less of the things you love. So why do we keep putting band aids on the symptoms instead of fixing the problem? How do we fix the cause so we can get back to doing what we do best, delivering great value to our clients?
Before ever getting close to marketing, there are two key elements that can determine your success or failure. Defining the direction for your company and how you organize your company to deliver value to your clients are two key elements that set the stage for marketing success.
Crafting the direction for your company organizes the business around guiding goals and gives you a yardstick to measure progress and success. “Get some clients” isn’t a strategy or a goal, it’s a cop out. You’re better than that. You have a business and you deliver great value to your clients, so take the time out to give it focus and direction. Doing so forces you to consider how to reach those goals and gets your thinking aligned towards what you need to do to make your goals a reality.
When you have your goals and plans thought through, consider how your business is organized. Is everything oriented around and subordinated to delivering value and growing revenue? If not, can you get rid of the elements that aren’t intrinsic to moving closer to your goals? When your thinking is coalesced around the key elements of your business, other benefits begin to shine through. Your marketing message starts to present itself, you become immune to “shiny object syndrome” and thus avoid distractions and business becomes easier.
Once you have a healthy core, your marketing can start to sing! Build a repeatable process for your marketing, one where you can track results and find replicable success. Don’t forget to measure. If it’s important to your business or your clients, measure it. Your results will tell you what is working and what you should stop doing.
This snapshot is drawn from a webinar I just delivered called “From Small Business Chaos to Small Business Zen.” You can watch a replay and learn more about how to take action as suggested above. It won’t be available for long, so check it out here while it’s still up.
From Small Business Chaos to Small Business Zen – 30 minute webinar on increasing revenue & decreasing stress! http://t.co/ZesQKSimaG
— Michael Nelson (@CogentCoach) October 3, 2013