Now is the time to reevaluate what you are doing to build the value of your brand in the eyes of your customers and of your prospective customers.
The answers to these three will help in your evaluation:
- What is new and exciting around your office?
- How do you differentiate your business from your competition?
- What can customers expect of you?
- What is the next step for the customer or prospect?
“What’s new?” People always like to learn about what is new. Think of all the advertisements you hear on the radio or watch on television. They are always touting something that is new in their products: new size, new color, new services. Promotional offers are also new, and they expire within a relatively short time to encourage people to act now. What’s new in your business? Can you create news with what you are doing?
“So what?” This is one of my favorite marketing expressions. “So what” does the customer or prospect care about what you are saying? Knowing your target audience(s) and what they care about is critical to successful marketing. Articulating this knowledge should be the first step in any marketing initiative. Get professional marketing assistance if you cannot do this yourself.
“How do you do it better?” Differentiating yourself from your competition is the best way to build your competitive advantage. Do you give better service? Are you less expensive? Do you offer different products or services? Do you achieve better results? And so on. If Proctor and Gamble can differentiate its toilet paper, you can differentiate your business offerings. Of course, your differentiation has to be perceived by your customers as being valuable. Remember: “so what?”
“What do you want them to do?” Each marketing communication should have a purpose tied to a “call to action.” The recipient of the message should be encouraged to take action now based on what he or she has just learned about your business. Sometimes the call to action is to buy now. Other times it is an offer to learn more by visiting your website.
With these answers in hand you are ready to develop a set of effective marketing activities. Without these answers your planning is little better than the expression “Ready. Shoot. Aim.” Sometimes you will hit the target and meet your goals; most of the time you will not. It’s like investing in a web site with no plan and wondering later why your traffic is so low.
So now is a good time to:
- review your marketing investments
- revise your marketing goals if necessary
- build a plan for the year. Execute the plan, and
- evaluate the results.
Happy New Year.
Ewing Consulting has over thirty-five years of experience to offer all kinds of marketing solutions including web design services. Contact us today to get started.