 Now’s the time to take control.
When the ball drops, it seems everyone resolves to get in shape. But did you make the same resolutions for your business this year? In case your list is lean, here are some commitments you can make that will surely pay off in 2016: Review your marketing strategy. This assumes, of course, that you have one in the first place. (If not, may we suggest a to-do to precede this one…?) The world has changed: technology, competitors, regulation. Make sure your core message to targets is, well, on target. If it isn’t, adjust accordingly. This can be simple or quite challenging, depending upon the amount of remediation required. But whatever it takes, do it. Most of the other items on this list are tactical in nature, whereas this one is strategic. And it goes without saying (but we’ll say it anyway) that there’s no sense in executing on a flawed strategy. Update your calendar. Lots of what will happen in 2016—trade shows, events, holidays—are marked well in advance. How do they mesh with, say, your editorial calendar for blog posts? Your schedule for targeted e-blasts? Your holiday messages? It’s not too hard to accomplish this step, and you’ll be extra prepared for each ensuing month if you do. Contact! Whether you’re using CRM software, a contact database, a SaaS solution like Salesforce.com, LinkedIn, or are old enough to remember a thing called a Rolodex (it was developed shortly after papyrus), you still need to keep your contacts current. Review. Revise. Cull. Group. Promote. Demote. This can be perversely entertaining (“Who’s been naughty and who’s been nice?!”), but it’s also the fastest way to find the lowest-hanging fruit. From there, it’s relatively easy to shake the trees. Develop your outgoing materials. They could be whitepapers. Podcasts. Newsletters. Conventional ads. Brochures. Tradeshow materials. Each has significant lead time, so back them into your schedule appropriately. Line up the vendors and resources required for each. Build in a cushion for the unforeseen. And make sure, of course, that everything tees up with the marketing strategy you honed in the first place. Work the media. If you already have experience making public relations work for you, keep up the good work. If not, now is the perfect time to take advantage of this powerful, credible, and cost-effective medium. Look back on the calendar you just updated: What things have you marked on it that are not just marketing-worthy, but newsworthy? Whether you work your editorial contacts in-house or tap an outside resource for P.R. assistance, it’s worth every ounce of effort. Put it this way: How much exposure does one sentence get on your website? Now ask yourself: How much exposure does one sentence get on the website of, say, The Wall Street Journal? Be social. How many times in 2015 did you a) vow to use social media more, or b) cringe when you saw how well some of your rivals are using it? Well, 2016 gives you a whole new chance. So take advantage! Go live. With all the texts, tweets, and emails we send and receive, sometimes we forget about things like spontaneous phone calls (heaven forbid!) and live meetings. Don’t. Let 2016 be your year to reconnect in person. It’s good for the soul. And it can be good for business, too. Have ideas to add? We’d love to hear your resolutions. Contact us and fill us in!
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