Goals. They aren’t just for sport.
The most common mistake business owners make when engaging in their marketing efforts is putting the cart before the horse.
They think they need a website because their competitors have one.
They think they need a video because, “aren’t TV commercials the best way to advertise?”
They think they need to be on Facebook because “everyone is on it”.
They know they need to follow the trends in order to keep up. The problem is, they never ask themselves, “Why?”
We’re not saying you don’t need a website.
You do! Everyone does. If you want to be found, that is. A recent study showed that nearly 100% of consumers do online research before choosing a product or service. That’s literally almost everyone.
So, you do need to represent yourself on the internet. Your first instinct might be a series of “what” questions:
What colors should I use?
What type of layout should I use?
What kind of font should I use?
While these are all important questions, you should be asking yourself:
Why does my business need a website? What is its purpose?
A salesman came to us with a simple request.
“I want a website.”
Our first response was, “Why do you want website?”
He replied, “Well, because everyone else has one.”
While it is important to keep up with the competition, it is equally, and probably more important to have a strategy and a set of goals to make sure you are maximizing the full potential of your marketing tools.
Before we could offer a solution, we first had to identify the problem.
So we dug in. The salesman traveled from customer to customer selling his product. He had regular customers and a loosely defined routine for his sales schedule.
In addition to his regular customers, he would also try to obtain new customers in the particular region he was travelling in.
After briefly talking it out, we discovered the goal: more leads! He wanted to minimize the down-time, maximize the reach.
We now have the problem (leads & time management) and the solution (website). The only thing left to do was map out the route to get there!
We set him up with a web calendar, allowing clients to come to him and cut out drive time. We also added the ability to do video and phone conferences so he could take more meetings and spend even less time in the car.
In the end, the salesman was able to use his time more efficiently, by making his website work for him. By removing unnecessary drive time and with the ability to schedule his weeks with the click of a button, sales rose dramatically.
It was easy for the salesman to measure his success. He only had to compare monthly sales with and without his new plan, and the results were obvious.
Without discovering the true purpose of the website, the salesman might have never realized he needed to change his sales approach. He might’ve gotten a few more leads from the website, but he might not have taken that step back to assess his process as a whole.
Just by simply setting those goals for the website, he realized, and solved, a problem he didn’t even know he had.
Take a step back. Examine your marketing approach and ask yourself:
“Why is this (ie. video, website, social media) needed? What is the purpose? What should it accomplish?”
Answering this will help you define your goals and move your marketing strategy forward.