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The story behind every success story is actually a plan.
Business success almost never comes accidentally. It?s not about good luck or perfect timing. Taking articulated and organized steps will help you in every area of business growth from how you keep your records, measure progress, and market to prospects. There are so many tools for business and marketing management available today that the choices can be overwhelming. The solution to that is a rational, smart approach to knowing your business?s strengths and weaknesses. The right tool for the right goal will be more evident when you know exactly what needs to be accomplished.
Don?t assume that success comes from opening the door or putting up a website. Set Goals!
Set SMART goals for your business:
Specific: What do you want your marketing program to accomplish? Don?t be vague. State your goals very clearly. If your web traffic is low, perhaps a goal should be to increase website visits by 1000 per week. If you?re sending out lots of marketing materials but seeing few new customers as a result, a good goal might be to increase your sales conversion rate by 10%. Another example would be to add 100 new email contacts per month.
Measurable: Even a specific goal won?t? be much help if you can?t measure how you?re progressing along the way. Know what tools you need to accurately measure how you?re doing. Google Analytics is great (and free) for web traffic and keyword research. Special coupons with time sensitive copy can measure response to ads. Keep good records, create charts, and use pay-per-click management tools to monitor where you are on goal attainment.
Actionable: What will you do to reach these goals? What specific action can you take today, tomorrow, next week? It?s great to know where you want to go, but you must work your way back from your goal to what you can do today to get started. Break it down into baby steps. For example: ?We will begin using Twitter January 4, 2010 to direct traffic to our weekly blog articles.? Or, ?Each Tuesday we will send an email blast containing a promotional discount to be used by the following Friday?.
Realistic: Look to the long-term for the ultimate goal but you should break this down into smaller, achievable pieces. A journey of a thousand miles begins with a single step. For instance, to reach your 3 year sales goal, you may need to grow an average of $400 per week in 2010, $600 per week in 2011, and $1100 per week in 2012. Incremental steps make goal attainment much more likely to occur.Time bound: When will you achieve this goal? What is the target date? In the example above, the company has a 3 year goal but it?s also broken down into 1 year increments as well as what that looks like weekly within those years.
After you set your goals, take action to make them happen.
What outlets will you use and how will you use them? What works better for some companies won?t work for others. Your B2B marketing plan should take your specific prospect base into consideration. Make your message consistently available across many outlets and let the customers decide what works best for them.
Direct Marketing is best done with a targeted contact list that allows you to reach your specific audience via email, direct mail, and telemarketing. Don?t waste your energy reaching people who can?t use your product or service: focus on those who can. Networking today is more than the local Chamber of Commerce or trade conference. Don?t neglect online B2B networking options. Every social media outlet also has local and industry-wide networking. Twitter uses ?Tweet Ups? to connect locals and Linked-In introduces professionals to one another with common industry ties.
Your marketing calendar schedule should also include informational marketing that extends beyond a flyer or brochure. Social media like Twitter, now searchable on Google, not only provides a platform for interaction but also a way to publish your blog, article, or website?s URL to build traffic. Newsletters can be sent through email, direct mail, or posted on your blog. Educating your customer base is an important part of your marketing strategy. Special landing pages on your website can also be a powerful portal for information. For more information on how to purchase a targeted contact data list, get your free 2010 Marketing Calendar, or discover other tools for business success visit www.businesslistpro.com or call 800-280-4904.
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