Which Came First – the Goal or the Strategy?

The answer may seem clear, but many small businesses put the strategy before the goal. I know I have been guilty of this for my own marketing in the past. The shiny object syndrome of a fancy new tool or case study strategy leads us to jumping in and trying to figure out how to best leverage it without knowing what we want to get from it both in the short term and the long term. Let’s discuss a couple of reasons your goals need to come before your strategy.

Goals help define what your strategy should be in the first place. You can hire all the agencies and consultants in the world to come up with the most creative campaigns, but if you don’t know what you are trying to accomplish you are just wasting money. You need to have an understanding of who you are trying to reach and what action you want them to take. Once you know that, the tools and strategies to use fall into place much easier.

Goals let you know if your strategy is working. Again, you can put a ton of energy and money into a strategy and never know if it is working or not. Without goals, you may be wasting time and money on tools and strategies that will never bring you any business results. When you have goals, you can measure from time to time if your strategy is working. If not, you can make changes or abandon it and move onto something more effective.

If you are looking to get your goals AND strategies in line for 2015 be sure to sign up for my Marketing Plan Workshop on November 13. Get more information and apply to be part of the fun. Early bird pricing ends on October 31.

Welcome to the Updated Marketing Roadhouse

As the 5th anniversary of Marketing Roadhouse approaches, I felt compelled to make some changes not just to the design of the site, but also the content. Marketing Roadhouse will serve as the training hub of VillageWorks. The site will contain a combination of blog post (from me and guests), free resources and paid resources.

In the past, the content has centered around social media, and while social media will still be discussed, I want to broaden the conversation. Social media should be fully integrated into your overall marketing at this point, so I will cover marketing as a whole. Topics will cover strategy, tools, tactics and anything else I think will make your job easier.

I will also cover topics on what it means to be a small business owner with tips on staying creative, motivated and working towards your goals. You don’t have to be a business owner to get value from this information. I have been a business owner for 15 years and know many other business owners that have the same issues, so I thought this would be the perfect place to have those conversations.

I hope you stay with me for the next chapter of Marketing Roadhouse. I would love to hear what you think and the type of things that keep you up at night. If you know anyone that would enjoy this information, please share Marketing Roadhouse with them. Lastly, sign up for my email newsletter for additional resources and announcements about upcoming products.