BlueWave Media Inc.

Finding the right road

Posted on 23. Sep, 2009 by Kimberly in business

I shared earlier this week in a video, about being your own client — taking a look at things from their perspective. I think some of the feedback I received help to illuminate another very important aspect — you truly do need to know where you are going.

How many times have you set off on a lengthy trip and just gunned it in any old direction? While this might have an appeal to it, it really does allow for any good planning. How much gas will you need? Do you have enough money or food? Is there anything you need to know about the rules of the road or bylaws that would keep you out of the slammer? I mean, not saying that there is anything wrong with your driving, I am just sayin’.

Taking a long road trip is much like planning for how you will let others know about your business in your marketing strategy. If you only have so much money then you can only go so far or do certain things. Robbing the bank is not an option. You have to come up with the best tactics on your given budget, with measurable real results and be prepared to stick with it for the long haul…okay pardon the pun. You need to adjust as necessary but in no way am I implying that you flip like a flat-jack on the grill. Even though you do not see instant result, it does not mean you are doing it wrong. Be patient. If you have taken the time to really cover yourself in the methodology, costs, action and analysis — then don’t quit 1 week later. Good marketing does not mean it happen before your latté is placed back on your desk. Any marketing consultant who tries to convince you of that is a wolf in Little Red’s outfit. I think you get the picture.

So, let’s go over some points and commit them to memory:

1. Get to know your business: What are you doing, what is your focus, your market and your goals? This is a must or else the other steps are just waiting your time.
2. Get to know yourself: Your business is an outflow of you and your personality. Cookie cutter brochure templates, sites and working will only hide things and cause confusion. What makes you different? What are the qualities that you and your team bring to the table that make you so great as a business? This is so incredibly difficult as we find it easier to look at others and offer opinions but when faced with the mirror, we stumble to answer this question. Take your time. No rushing this one.
3. Get to know your clients (potential and present): Knowing who you are marketing to helps to define the path. Trying to reach a savvy elderly women’s knitting group is very different from reaching out to a entry workforce teen. This might seem obvious but it is so often overlooked. Write down all the qualities of this market group. Where are they? How do they communicate? This creates a great cheat sheet to keep you from trying out the flavor of the day marketing action — stick to the path. If the proposed method does need meet your target market where they are, it is a waste of your money. Enough said.
4. Get to know your routine: If you are an early morning riser and like to check email, stats and coffee pot levels, then maybe having a “where are we now” assessment on a daily, weekly and monthly basis first thing in the morning is a good option. Maybe you are not a numbers freak and just want the one page summary. Speak out — the way you take in the facts is to be openly communicated. Nobody wants to see your eyes glaze over when handed the 10 page monthly report.
5. Get to know your marketing consultant: This ties into the last point, but it also brings to light that you need to work with someone who understands how you work and is willing to find an approach that is effective and communicative. The main point being COMMUNICATION. If your work life is a mad dash, 5-6 phone calls a day to let you know you had 3 more visitors on your site may just not work for you. Work out a plan, a schedule and a way that works for both of you. If you are a techno-phob do not stick with a consultant that insists you get a GPS chip embedded in your flesh. Finding the right marketing consultant for your business is like finding a good mate — go on a few dates, get to know each other and you will know when it is right. Trust your gut…and a host of referrals/results. Do not just take in what they say, find out if they really have the goods.

Finding the right road for your marketing takes time and effort but it is so worth it in the end when you look back and see how the trip has evolved and how enjoyable is it. You become excited for what is around the next bend instead of fearfully avoiding it. Have a great trip!

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• Wish it – Dream it – Do it
• Wear the Right Pants
• There is always room to grow
• Build a Better Castle — Part 1

Tags: business