Marketing New Year Resolutions
We’ve all said it, we’ve all done it …. New Year’s resolutions. But, the real question is, who is still looking at those resolutions we made months ago? Not many. A new calendar year symbolizes a new beginning. Many of you are probably thinking about personal resolutions, but how about establishing New Year’s resolutions for your business?
Small business owners are consistently pulled into many different directions. We spend so much of our time trying to make that next sale, keeping customers happy and product on the shelf, that many tasks fall by the wayside. What if you set just five or six manageable goals and looked at them on a weekly or even monthly basis? Consistency and keeping them top-of-mind is key. Write them down, don’t let them weigh you down.
We challenge you to think about these five marketing ideas in thinking about how to focus your 2019 business resolutions.
- What do your online and real-world footprints look like?
- Do you know who your customers are?
- What is your brand saying to your customers?
- Have you actually listened to your customers?
- Are you putting too many of your marketing eggs in one basket?
You might be asking yourself how to turn these into resolutions.
- Pick one real-world or digital channel each month, whether it’s Facebook, Google Search, Yelp, etc on the digital side or your collateral, trade show booth, business signage etc on the real-world side and dive deep and learn how your customers are reacting to your messaging across all the channels? Are you being consistent in your messaging? Are you leading with your competitive advantages?
- Make this the year, you will know who your customers are. Even if you cannot afford a fancy customer relation software, a simple excel spreadsheet will work to start.
- Details matter. Take one piece of marketing collateral – a sign, a brochure, one page on your website – and take a critical look, or better yet, ask someone in your professional network to take a look. Tell them what your goal of that piece is and ask them does it achieve it. Each month, pick a different piece of material.
- Words are powerful. Customers want to be heard. Picking up the phone, talking to a customer face-to-face in a store means you are connecting. In the days of heavy automation, that personal contact is lost. Set a goal. How many customers are you going to connect to this month? Make sure it’s realistic.
- Many companies try one marketing tactic; sometimes it goes well, but many times, it fails. There are many reasons for the failure, however the biggest is that just one print ad or one Facebook ad or one direct mail piece isn’t going to move the needle. Customers consume their information in a variety of different ways and you need a suite of integrated activities to help you move the marketing needle. What product or segment are you going to focus on?
Go ahead, write down those resolutions today and throughout this month, refine them until you have 2 or 3 achievable ones and 2 or 3 stretch ones and then make a plan. 2019 is the year of technology mixed with getting back to basics. Your customers are your success. If you have a solid actionable and results-oriented marketing plan, making that next sale will be easier and keeping your customer happy will take less time. Let us help you make your 2019 resolutions a reality!
