New year’s day brings with it excitement and anticipation of everything that will happen as the next 364 days of marketing activity unfold.
Every year, I take the time out to reflect on the past year’s accomplishments and set some new marketing resolutions. If you are in the process of goal setting for your 2014 marketing efforts, here are some ideas to help you with your thinking:
- Be clear about what you are all about. Start with a clear mission statement that your entire organisation understands and supports. Then make sure your value propositions make it obvious why your prospects should choose your products or services over those of your competitors.
- Take time to plan. Taking a planned approach to your marketing saves money, improves timing and generates greater results. It’s obvious yet many fail to take time out to plan.
- Take time to get closer to your customers, understanding their needs and their views about your products and services. Introduce measurable ways to monitor their feedback and build your Net Promoter Score (NPS).
- Take charge of your marketing metrics. Put systems in place that enable you to monitor and measure results. Then use the data to improve your performance. Know how many leads you need to generate to heir your sales targets. Know how many you are generating and take quick action when leads are falling short.
- Bridge the gap between sales and marketing. Spend more time with your sales team and get a true understanding of their challenges. I like to sit in the same room with the sales teams I work with. Hearing conversations uncovers some great opportunities. Then generate marketing that supports them with better leads, more qualified leads as well as marketing that makes it easier to close sales. This comes with a true understanding of the prospect buying cycle.
- Get serious about content marketing. If you are not blogging regularly, you need to get started. Ensure you’ve got a copywriter that understands your product lifecycle, your prospects buying cycle and your sales cycle. Your SEO and lead generation will suffer if you do not.
- Get social, but plan your approach. Make 2014 the year that you master social media. Your marketing will begin to suffer if you don’t. Know where to be social, how to be social and most importantly know why you are undertaking the activity in the first place.
- Take time to properly understand all of your competitive forces. Be clear on all competitive forces that impact your performance. These can change sooner than you realise. Take time to look outwards and invest this knowledge in your services and your marketing.
- Pick just 3 things to improve by 10% or 15%. Not all goals need to be transformational to be effective. Sometimes simple, small changes can have a big impact across the board. Could it be a simple price change? An added value service that grows customer value? Look at your numbers and you’ll find answers.
- Learn a new marketing skill – become a strategic marketer. Knowing how to take a strategic approach to your marketing can be the difference between mediocre results and great success.
Setting realistic, measurable, SMART goals is the first step towards a more profitable, successful new year. This year, there are 5 marketing resolutions at the top of our list. We’ve kept out list short, realistic and relevant in order to ensure success.
What resolutions will you have on your list for 2014? Get in touch and let us know how we can support you and ensure you achieve them.