If one of your competitors were to take a look at your marketing plans right now, how worried would they be?
I often speak with small business owners, who have no real plan or strategy for the development of their marketing. They only really think of marketing when something has gone wrong, (like losing a client) or they are suddenly concerned by a drop in business. If they treated their cars like that, they would never service them and only visit a garage when there was already an expensive problem.
That’s a great way to blow a ton of money, on a car that will pretty soon end up on the scrap heap. It’s also a pretty stupid approach to business development and marketing!
In my experience, and I have worked with thousands of business owners since starting my own business 16 years ago, many small business owners spend more time planning their annual week in the sun, than they spend planning the year ahead for their business. They carefully shop around for a great flight deal. They invest in weather appropriate clothing, so they look and feel great. They scout out the best restaurants. They research the area where they will be staying. They do this willingly and actually enjoy it too.
Net result: They have a GREAT time during their holiday, enjoying lots of truly memorable experiences. This is followed by 51 weeks of frustration, working hard in a business that’s making little progress, because of their lack of planning!
I love people who have a good work ethic. But working hard without a plan is a waste of your time. It’s pointless.
Start with the end in mind
Think about what you want to achieve with your marketing. For example:
- What do you want your business to look like in 12 months, 3 years or 5 years?
- What type of clients or customers do you want to work with?
- What kind of income do you want from the business?
- How many hours do you want to be working each week?
Is your current marketing taking you toward what you want to achieve? If it isn’t, stop! Stop immediately and review everything you do in order to generate business. Then ruthlessly question the effectiveness (actual results) of each element of your marketing. Replace what isn’t working, with more effective alternatives. Whatever you do, don’t be like the guy who is pissed off with the performance of his business, yet continues to keep on the same ineffective loop. Rowing really hard in the wrong direction, still won’t get you closer to where you want to be. It takes you further away.
There are thousands of free marketing ideas for you here on the blog. So, if you don’t like the direction your business is heading in right now, change it. Don’t complain and stay the same. YOU are the driver!