It seems like only very recently when I was planning and gathering all my ideas for 2014. Fast forward to just less than a year later and upon reflection I’ve realised just how quickly 2014 has passed. I’m sure you feel just the same as me.
It’s typical at this time of year to begin planning for the next year in business. I’m sure that you have heard it before, but it so very important to reflect over the past year prior to looking forward and planning for your next year in business.
With regards to your marketing activity, what has really made a difference for your business in the past 12-18 months? In most cases we should be able to pin point 3 or 4 big things that really made a difference. What were those 3 or 4 things for you?
- What was it that really moved the needle for you?
- What worked well?
- What didn’t work so well?
- What could you have done better?
It’s time to change the way you communicate
If you were to look at your current marketing efforts would you truthfully be able to come to the conclusion that you’re producing marketing that people actually want to see? Is it what people really want to consume?
My guess is that the majority of your marketing message is all about you, your products and your services. This has got to change.
Based upon my own experience and knowledge with working with all kinds of businesses, there are few related and distinct areas that the majority of businesses can develop going in to 2015. In 2015 marketing is going to be all about:
- More clarity in your marketing communications
- Humanisation of your business
- Connecting with your audience
- Building and developing trust and stronger relationships
- Becoming a teacher and educator of what you do
What’s new about this prediction? Nothing. It’s been said before by many people over the years. But it’s truly what’s lacking in the majority of SME marketing efforts.
Your mission for 2015
2015 is approaching quickly and it’s certainly not going to wait for us whilst we get our plans in place.
The fact is that your customers spend very little of their time in ‘buying mode’. Most of the time they are researching, asking questions and looking for solutions to problems. So what can you do in 2015 to connect with your audience when they are not in ‘buying mode’?
For 2015 make it your mission to talk about your products and services less. Put more effort into delivering a marketing message that truly connects with your audience’s wants, needs, frustrations and aspirations.
Have fun and don’t forget to be awesome!