You focus on making your clients happy, serving their needs, and protecting your organization’s reputation. You also focus on equipping your sales team with the tools they need to succeed. Oh, and you are responsible for vision-casting the marketing plan and communicating it to your entire organization. You are the typical VP of sales and marketing, and you need help.
Your days always seem to lean toward selling new accounts or handling customer requests. Next thing you know, you haven’t purchased any ad space, sent a promotional email, or thought about social media in a month. Scrambling to get something out the door is no way to execute a marketing strategy, and the results show.
This is the typical pitfall of a mid-size business. When too few people take on too many tasks, marketing yourself takes a backseat. The resulting “lull” periods of decreased sales make you nervous about your revenue stream.
We get it. We’ve helped dozens of clients avoid this pitfall and get their marketing (and by extension their revenue) on the right track. Taking time for a simple consultation meeting can reenergize you and your team.
Gather key company stakeholders to refresh your organizational marketing goals, redefine your target buyers, perform a SWOT analysis, and generally set a foundation for your efforts. But, don’t do it alone. Bring in a seasoned outside partner who can actively participate in your conversation with a fresh perspective.
Devise a timeline of action steps that you can add to your personal calendar for the year. Do you need three social media posts per week? Is a monthly email sufficient? What about a quarterly direct-mail piece? Do you need all of these combined? Once you’ve defined your requirements, assign them as specific tasks or projects.
At 212, we offer what we call a Story Retreat for this exact purpose. This intensive, two-day seminar has been invaluable to many of our clients. Each one is now producing consistent marketing materials with a clear company direction—and reaping the benefits. We bring our best and brightest to these retreats to facilitate discussions on key company goals, products, and beliefs that can be leveraged as marketing assets. But, the biggest advantage of these retreats is a full, 12- or 18-month marketing plan built around your company’s precise goals, values, products, brand, and target buyers. This marketing plan represents a very real game plan you can follow to institute steady, effective messaging and brand awareness for your organization.
Making a plan and sticking to it is the best way to create a habit of consistent internal marketing. Take the time to stop the daily tasks and concentrate on strategic planning. You’ll be glad you did.