Crawl before you walk. Plan before you execute.
It’s a simple concept, we know, but you would be surprised by the number of businesses that start “doing” marketing before they even ask themselves how or why.
Before you go running off to find the next social media or traditional marketing guru, take a minute to think about what you want for your business. Formulate a rough plan for where you want your company to be in the next five, ten years.
This plan will be the foundation on which your marketing strategy will be built. So, before we dive into the endless possibilities of marketing tactics, what are the areas of business growth you need to consider before marketing begins?
1. Know Your Business Goals
When you picture your company ten years down the road, what do you see? What are the goals you and your employees hope to accomplish in that time period? If you don’t set goals for your business, how will you know if your marketing strategy is working?
Setting goals allows you to track how well your business is doing and if your marketing is performing as it’s supposed to. If in Q2 you are behind pace to reach your goals by year end, then it is time to take a look at your marketing strategy and make adjustments accordingly.
Business goals are crucial — they are created not only to encourage business growth, but also to keep the marketing plan focused.
2. Plan For Business Growth
Now that you have envisioned the future you want for your company, ask yourself, “What’s it gonna take to get there?”
If your business goal is to double revenue, from ten million to twenty million dollars, think of all the investments it will take to support that growth.
Will you need to double the number of your employees to keep up with capacity?
Will hiring more employees call for an increase in office space?
If you are a product-based company, have you thought about the impact to your overhead and fulfillment processes when you double the numbers?
These are all things that need to be thought through, because once marketing begins you may not have time to figure it out on the fly.
3. Identify Growth Engines
Once you have set goals and created a plan to support growth, now we can take a look at possible growth engines. Ideally, growth engines are those specific marketing tactics that generate the most leads, with the smallest amount of time or effort.
By discovering and implementing growth engines specific to your business, you can increase the amount of leads that are coming in, while also collecting data to better optimize your marketing plan.
Growth engines will be key when designing your strategic marketing plan. It gives a great jumping off point when creating your marketing, and gives the results you need to grow your business.
4. Build A Marketing Strategy
Finally, using all these key components you’re now ready to start piecing together your overall strategic marketing plan.
You know what goals need to be met, how you plan on supporting the growth marketing will generate, and which marketing tactics are best suited to quickly generate leads from day one.
Keeping these steps in mind, you’re now prepared to move forward with a full, results-driven marketing strategy.