Brighter Marketing

Just because we launched The Brighter Marketing Bible with a bang this week doesn’t mean we can sit back on our laurels. We need to continue to promote to develop more book sales and also to make sure that it stays at the forefront of people’s minds. So if you haven’t purchased the book yet from Amazon, then perhaps this small  excerpt from the book might help to change your mind. It is all about setting goals and knowing where you want to get to;

GET FOCUSED – RIGHT NOW!
If there is one thing you must do before you start any marketing, it is  to decide where you want to be. It sounds simple – and it is – the  vision for the business will be  key in determining the marketing  strategy and tactics you need to deploy to achieve your goal.  It is also vitally important that this is communicated throughout the company. If your employees don’t know where you are heading, how can they help you get there? Everyone will pull in different directions and your marketing won’t be effective.

Remember, marketing is the responsibility of everyone (not just the marketing department), from the way the phones are answered to how the sales team approaches selling. All of this builds up an image in the minds of prospects and of your clients. If employees deliver consistent messages, great! If not, much of your marketing effort can go to waste.  Goals are critical to your business’s success. They keep you and your team focused and ensure the marketing you undertake keeps you on the right track to achieve them.

So, discuss your goals for the business with your team. Here are some questions to get your session started and to stimulate thoughts and ideas. This is not about creating  a mission statement – it is about putting a stake in the ground, defining who you are, what you do and what you want your company to become.

•  What kind of company are we?
•  What are we selling? 
•  Who are we selling it to?
•  What do we want to achieve in the next year, two years, etc?
•  Why do we want it?
•  What is our ultimate goal? 
•  What do we want our clients to think about us?

You need a clear picture of what you want to achieve to ensure your marketing can help you do it.

If one of your goals is to grow the business by 20% over the next three years and then sell it, this will require a different marketing approach than a company that wants to increase sales by 5% year-on-year.

Write it down
Write down your goals. Studies show that commitments that are made actively have more staying power than those made passively.  In the book  Focus: The Power of Targeted Thinking, Jurgen Wolff states that many successful people say they write down their goals instead of just thinking about them. Look at your goals every day and spend some time trying to achieve them.