Now’s the time to plan for 2009!

Today’s newsletter is about developing a marketing plan that will pay huge dividends in the long run.

I recently received a phone call from a potential client who wanted a website but was worried that she couldn’t afford one. I asked her, “What do you want the website for?” She was surprised by my question, but replied. “Everybody is telling me I need to have one. Should I put it off just because I can’t afford it?” “Well, it all depends on what you’re up to”, I answered. Then we sat down and had a good look at where she was at, what she wanted for her company this year, and what resources she had to work with. She was pleasantly surprised to discover that she had a lot more options than she had at first thought.

Certainly, I could have told her, “Of course you need a website!”, but that would have missed the bigger picture. While it’s true that a website is one of the best and least expensive ways to promote your company, it’s also important to remember that it should be part of a well-thought-out marketing plan. Spending time thinking about where you want to be a year from now, for example, will likely save you money in the long run. There are lots of questions you could ask yourself, but here are two simple questions that can get you started in the right direction:

1. What are your sales goals for this year? Having clear goals will assist you in deciding how much you want to invest in promoting your business. It will also give you a way to measure the effectiveness of your marketing tactics — are they helping you move towards your goals or away from them. If they’re not producing the results you want, maybe it’s time for a new approach.
2. What marketing strategies are you prepared to put into place to accomplish your company goals? Once you have established your sales goals and the investment you are prepared to make, you can then look at methods that will fit your budget. There are many options choose from — both online and offline.

If your budget is limited, for example, and you can choose to undertake only one activity, make it the creation of a unique company identity. A strong visual identity that differentiates you from your competitors is money well spent, and can be used to promote your business inexpensively in lots of ways, including the creation of business cards, stationery, and email newsletters that stand out.

The point is this: Without planning, it’s hard to know where you’re going or even to see what you need to get there. As the saying goes, “Without a destination, any road will do.” But if you’re looking for results, plan ahead. You’ll not only know where you’re going, you’ll also know how you’re going to get there.