AHHH, January! A fresh slate, a clean and clear shot at the new year. Anything is possible to put into a plan for the business moving forward. IF that is, you actually take the time to craft a plan, outline it, with sufficient detail and structure to actually make it happen. Otherwise, it goes the way of so many January “fresh start” starting points and is quickly forgotten or abandoned by week three.
With almost any set of goals, marketing is usually way up in the top three goals of the company. How do we as a company want to be perceived? What do we want to focus on to attract additional business, and more importantly, the type or business segment we want to increase? Do we want to focus on highlighting what we offer as a company verses our competition? Service? Extra programs you can’t find anywhere else? What is it YOU as a company want to be known for this year?
Is it different than last year? A continuation? A refocus, rebrand, extended or new services, segments? How important a marketing plan is to your company is wholly dependent on what your company’s goals are for the year.
Maybe the question shouldn’t be: How important is marketing to our plan (let’s face it, everyone likes talking about marketing, it is the sexy, fun side of the any business) but what are our goals for this year and how can we leverage a marketing plan to support it?
It is not a chicken or the egg scenario. Goals have to come before the plan, or you have plan to go...Where?
Thea Dudley is an expert credit and collections officer, having spent 30 years in the construction field working for contractors and distributors. See her full bio here.