New Year Marketing: 9-Step Plan to Market Like a Pro

The New Year is fast upon us, and it is not too late to organize your thoughts and create an action plan for marketing your business for success in 2012! A new year brings new beginnings, a chance to clean house, refresh dreams and put all your efforts into focus.

Because time is precious to everyone, we want you to make every minute you spend promoting your business pay off! It’s a great time to plan for success.

1. The most important step: Set Aside Time for Marketing. Even if you have not yet identified your end results and incremental goals (below), it is vitally important that you set aside time strictly for working on your marketing strategy. We recommend a minimum of two hours per week dedicated only to marketing. Tasks to complete during this time include creating and posting content (pictures, blogs, posts, website updates), networking and following up on leads, and other action items resulting from the work you do in Steps 2 and 3. Later, it will also include reviewing marketing results (see Step 5). If you use a calendar tool like Google Calendar, block out weekly times for marketing work. Block minimum half-hour chunks so that you can complete something significant every time you engage in this work.
2. Identify your end results. What are the specific outcomes you intend for 2012? Most people want increased sales, but you may also need greater brand recognition and more clients. You may want to be known as an “expert” in an area. Focus on one to three overall outcomes, and use these to drive all your actions.
3. Set realistic goals. Within the overall results you want, set realistic goals. Let’s say you have a new product you want to promote. Think of actions you can take to get the word out. Setting up a website is fundamental and not difficult to get started. Getting your product mentioned in 10 magazines within three months might be an unrealistic expectation. If you aren’t sure what you should wish for, a consultation with a marketing professional is perfectly in order. Three Girls Media & Marketing specializes in helping small businesses gain insight, perspective and focus on their end games.
4. Find social media compatibility. Spend some time on the various social sites, and determine which one best matches your business image, goals and audience. Not all are right for every business (Please see our previous blog post about Social Media). Once you identify the top two, focus on them primarily (in addition to your website and blog), as your social media marketing targets.
5. Use helpful Internet tools. There are free Internet tools available to help you gain insight into your market, your strategy, and even your wording. Although they can seem overwhelming to a beginner, tools like Google Analytics are indispensable to the DIY’er. Analytic tools monitor traffic and sales conversion rates, among other data. If you pursue a social media marketing campaign, which we highly recommend, there are Internet helpers like Hootsuite and Sprout Social to manage posts and notifications.
6. Monitor results. Whether you use an analytic tool or devise another system (such as tracking payment sources, or calculating referrals received, etc.) reviewing results on a regular basis enables you to spot trends quickly, so you can make adjustments to your plan. Decide how often you will review the results of your marketing strategy—monthly, bi-monthly, quarterly— so you can fine tune for optimum ROI.
7. Consider other marketing strategies. Not all DIY strategies are sufficient for all goals. In-person networking is one thing only you can do. Many business owners like to maintain their own social media and website activity, but if you are unable or unwilling to devote the time required for that, we advise delegating this task to professionals. Other marketing to do’s best left to marketing professionals include such things as graphic design and business identity creation, press releases, or a sustained marketing program that includes outreach to media professionals or big name advertisers.
8. Be yourself. People generally respond to people, not images or names. Carve out time in your schedule to meet people, to be a resource of information and referrals for others, and to promote other businesses you admire. Being a source of positive energy and support to others is one of the best things you can do to market your business. The main key here is to be valuable to others before expecting or asking that other do business with you.
9. Don’t be afraid to get creative! If you don’t think you are a creative genius, call someone who is! The staff at Three Girls Media & Marketing thrives on finding creative ways for small businesses to meet their goals within their budget. Drop what isn’t working and try something new. If you don’t feel happy about something, find another way to do it, delegate it or stop doing it. If something is bleeding you financially, get rid of it. If you like what a friend is doing, pick their brain over what is working for them and copy it.

We wish you the very best, most fun, creative and financially rewarding year ever! Don’t forget: small businesses are the backbone of our economy. Be a great business, support local businesses and thrive!

Special Offer: Three Girls Media & Marketing Inc. loves working with small and emerging companies to raise their brand awareness and name recognition. We offer a complimentary 30-minute phone consultation. Email info@ThreeGirlsMedia.com to make your appointment today!

Photo Credit: jbj