How to Focus on Your Strategic Plan
There are a million ways to market your business. Anyone in the field is well aware of the different directions their marketing plans can take and all the ways they can spend their money to get there. Marketing is a game of strategy, and often a game of hitting and missing enough to know what works best for your unique company.
There is no one size fits all. No matter how many books you read or competitors you analyze, you will always find that some of the things that worked for someone else will not work for you. In order to find the best fit for your unique company, you must focus your plan around who you are, who your target is, and how you want to brand yourself to gain their attention. This starts with a strategic plan that outlines your purpose, your objectives, and your overall plan to get there.
Every company and organization has a purpose. Whether you are a small non-profit striving to change the world or a large company who truly believes in what you have to offer, you have a purpose set in place to achieve. The start of a solid strategic plan is to identify this, as it is going to be the foundation moving forward. Why should someone consider you? How can you make something better or easier for someone else with what you have to offer? This is essential to establish or reiterate at the beginning of the planning process, as it sets in motion why you are doing what you do.
Once you have established your purpose, you must establish the goals and objectives that you aim to reach. How many people do you realistically believe could use your service or product, and of that how many do you believe you can capture? By setting objectives in place, you will have a clearer idea of how to structure your plan moving forward.
With your purpose and objectives established, it is time to decide how you will push forward to deliver upon the goals you have set. This may look like an increase in content, or an entirely new website. Every company’s plan looks a little different, and it is important to note that your plan may change over time from the plan you set and determined at the beginning. This plan is simply a guide based on your target demographic and previous marketing campaigns. It is set to determine what strategies will deliver the best results, but as the plan is executed, you may find that some strategies work better than others. Don’t be afraid to follow these results!