Articles
by Stacey Ackerman, M.A.
Happy New Year!
It is now time to detox from the stress and chaos of the holiday season and focus on the year ahead. The New Year is a wonderful time because we get to wipe the slate clean. All of the broken promises we made can be put in the past as we define our business goals for the coming year.
I encourage you to set aside a full day this month to reflect on last year and set goals for the coming year. It is best to spend the day away from your every day environment and go to your favorite coffee shop, library, book store or café.
As a small business owner, the only way to grow is to analyze where you've been. When you know what's worked well to grow your business in the past, you can continue those efforts. When you are aware of areas that didn't achieve the results you were hoping for, you can redirect your marketing dollars in a new direction.
When analyzing your last year's marketing efforts, you don't need a high-tech solution. A simple spreadsheet will do the trick. List out every vehicle you used last year to attract clients including newsletters, advertising, directory listings, associations, trade shows or public relations efforts. Then, tally up how many new clients were obtained from each vehicle.
Remember, some marketing tactics have a longer lifecycle and may not be quantifiable. For instance, a sign showcasing your logo increasing your brand presence, but is not a measurable tactic. And, donating to a community group is good marketing because it increases goodwill, but it is also difficult to measure.
When planning for 2008, look at your overall business goals. Start with the big picture, and then work down to the specifics. It's only when you know where you want to go that you will get their effectively.
TIPS
Top 10 business resolutions
- Take a day to reflect on last year's progress and learn from your mistakes.
- Set measurable growth goals for 2008.
- Put together a marketing budget and stick to it. Without a budget, it's easy to overspend.
- Create a workable annual marketing plan based on your goals, budget and manpower.
- Set aside dedicated time each week to work ON your business, not IN your business.
- Utilize the talent around you. Don't try to be an expert at everything. The most successful people surround themselves with key players.
- Always be moving forward. Keep up your marketing efforts in good times and bad.
- Be open to new ideas. Without change everything stays the same.
- Take the time to learn what your customers really want, not just what you want to sell them.
- Track and measure your marketing efforts all year long.
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