performance improvement

Last month we discussed your company’s marketing and the fundamentals or foundation of a solid marketing plan – marketing messaging. Hopefully, you’ve reviewed these elements and taken a few steps to improve the foundation for your company’s marketing efforts.

Now that you have a solid foundation with great messaging, let’s review your marketing channels or marketing array – how do you reach your ideal target audience? What is your current marketing array? Here are a few ideas (though this is not an exhaustive list):

  • External signage
  • Logo with tag line
  • Email signature
  • Local advertising
  • Marketing collateral – flyers, brochures, etc.
  • Website
  • SEO/SEM
  • Local Chambers
  • Referral partners or organizations
  • Webinars, seminars, presentations
  • Business Associations
  • Networking Groups
  • Referral and loyalty programs
  • Social media
  • E-listings
  • Email marketing and nurture campaigns
  • Automation
  • Geogrid
  • …and many more…

Take a look at the list above. Which ones are already in place, which ones should be added and/or improved upon? If you are overwhelmed with what seems like endless possibilities, examine where your recent sales or marketing successes have come from. If you’re not already doing so, asking how people have heard about your company and its offerings will help to figure out what is and is not working for your marketing strategy.

A big part of your marketing effort and its success will lie in setting up a marketing plan – one that takes your marketing initiatives and creates specific plans for each marketing element. If you don’t currently have marketing data or marketing KPIs , this would be a good place to start, as data will be critical in assessing what is and is not working. As an example, for your website, you will want to optimize it for a set of search terms, and then know the number of visits per day or month, and which pages are viewed by visitors. You will also want to know how many web forms are completed and submitted. In the end, for each of the channels through which you market, you will want to know the number of contacts, phone calls, or leads each produced. This information will determine whether that particular channel is yielding a good marketing ROI (return on investment) or not. With data, you can decide what to add, change or stop. It will be a worthwhile investment of time to figure out where your marketing success or the lack of it is coming from.

Building or enhancing your revenue performance will depend on how well you develop your marketing foundations, messaging, and the channels you use to reach your intended audience. For the specifics of your business, its marketing efforts, and their success we’ll need to rely on your candid assessment. So, don’t wait, take stock today and figure out where success or the lack of it is coming from.

In future months we will examine, separately and in depth, Sales, and each of the other Five Business Dangers. We will also provide a free assessment tool that will highlight specific gaps within the Five Business Dangers.

Your Gateway to Performance Improvement and Business Success

If you’re feeling some pressure to address the success of your business, don’t wait – it doesn’t take more than a brief phone call…

David is an accomplished and experienced business professional who brings over 40 years of insight to the table. As a business coach, he specializes in helping business owners prioritize their needs. He can help you examine the health of your business and find critical areas which once addressed will result in performance improvement for your business.

It all starts with a single, free conversation. Call 734-726-5208 today for a free coaching session or contact David through the website. Your success is waiting!