SCORR Marketing Advice: Starting the Year Off Right
January 1st, 2010
Start the Year Off with a Solid Strategy
by Cinda Orr
It’s January. A new year, a new beginning. We all know the clichés associated with a new year—yet it truly is a time to take stock and set the course for a successful 2010.
In a moment of reflection, I glanced around the office. On my bookshelf is a plethora of business books—most were “all the rage” in their era and some have stood the true test of time. The ones that have stood the test of time offer advice that appears to be common sense. Let’s all start our new year on the right foot and keep in mind what it takes to achieve our goals.
Strategy
All great companies have a strategy. Period. Every organization needs a blueprint to achieve its goals; it is the backbone of your organization. Develop a strategy, plan before you act, hold yourself accountable—if an action does not put you closer to your stated goals and objectives, question moving forward with it.
Know your audience
Critical to any business foundation is an understanding of the target audience—what are their wants and needs? What motivates them to select your business offering over the competition? Why do they buy your service or product? Taking the pulse of your audience is necessary to set the stage for your marketing message and to evaluate performance.
Promote your business regularly and consistently
I am in the business of marketing so this may seem slightly self-serving, but truly great businesses own their message and promote their brand on a regular, consistent basis.
Evaluate your opportunities
This is a broad, overarching statement. Opportunities come in many shapes and sizes. As a marketing firm, one of our core responsibilities is to drive leads (prospects) to your business development team for effective follow-up and evaluation. Clearly, it is also imperative to have a firm grasp on your competitive landscape.
Make business planning on ongoing, regular priority
Your strategic document cannot be completed at the beginning of the year and then dusted off when another year rolls around. SCORR Marketing recommends a quarterly evaluation of the strategic road map to ensure all milestones are being met, the tactical plan is being executed to meet objectives and business decisions are still aligned with strategy.