Imagine walking alone through a garden maze with tall hedges. How do you feel? Are you afraid of getting stuck? Or discouraged by dead ends?
What if you were handed a map showing your current location and the way out? Think of the greater sense of control and confidence that comes with having a plan. And how much faster you can navigate when you know which way to turn to achieve your objective.
Many small businesses find themselves in the middle of the marketing labyrinth without a clear vision or strategy for communications. They dive right in, promoting their products or services, having spent little time planning.
From outside, people shout, “turn left” [“write a blog”] or “go straight” [“try Facebook Live”].
Sometimes, they get lucky. They walk through unscathed, having hit few dead ends, and gaining followers.
Often, their efforts result in overwhelm. They’ve tried many tactics, but they’re not sure which, if any, are taking them in the right direction.
Spending a bit more time developing a marketing strategy can actually save you time and ensure that your communication efforts are more efficient and effective. Also, engaging an outsider with a different vantage point can help you see things from a different perspective and reassure you along the way.
A marketing strategy consultant or coach can help you achieve clarity by asking questions such as:
- What is most important for your business to achieve? And by when?
- What makes your business unique?
- How would you describe your ideal client? What do they currently think about your business? What do you want them to think?
- How would you describe competitive offerings?
The answers to these and other questions can guide the development of a plan with defined business and marketing objectives and a handful of messages and tactics that work together to support your goals. You don’t need to do all the things. You just need to focus on the right things (in the right way and at the right time).
The result: Your time can be spent doing only those things that support your business. Your brand identity and positioning become clear to your target audience. Work feels less like responding to fire drills.
Wythe Ave Consulting works with small business owners and marketing professionals to deliver strategic plans and coach the execution of communications that drive meaningful and measurable impact.