Review and Reset 2017
As 2017 gets underway we need to look back over the past before we can move forward. We learn from our past and it shapes how we perceive the future and the things that happen.
This past year has been a transition year for me, both personally and professionally. My youngest went off to college. I relocated from just outside a larger city to a small city at the coast. With the move, I left business associates and a network of colleagues. Starting over in a new area and rebuilding a business. Now it’s decision time for me. I will be making decisions on the focus of my business going forward and putting together a new business plan and a new marketing plan.
You have probably gone through changes in your business as well. While you probably don’t need to start over with your plans, you do need to review them and make any updates that are necessary. Review your business and see if your original business model is still valid. Did your business change? Do you need to modify your goals for the new year?
Analyze the impact of your marketing activities. What types of advertising are you using? Do you use print advertising? Social media advertising? Your review should take into consideration the return on your investments. You may need to make an adjustment in the types of advertising being utilized. Social media continues to evolve so you might need to change the way you interact on social media and the types social media you use for your business.
Look at your sales pipeline. Are you generating enough leads to fill your pipeline? How are you generating leads? What is your close ratio? Analyzing the answers to these questions will help you determine what is working and what might need to be changed.
Is your sales pitch still valid? Is there some characteristic of your product or company that you should promote? Think about what gives you a competitive advantage and make sure to include it in your marketing efforts.
Now look at your website and make sure that it is current and appealing. You should also make sure that it is mobile-friendly. With the number of tablets and smart phones consistently increasing, more people are using them to look at websites. There is nothing more frustrating than trying to look at a website that doesn’t work on the different mobile devices. Getting someone to your site is an accomplishment so you don’t want to turn them off before they even engage.
I hope this has given you some food for thought as you embrace the new year. Stay positive and make any adjustments you need.
Happy New Year!