“A goal without a plan is just a wish.”
This year, many companies are expecting improvements in the economy and consequently in their own fortunes. Organisations including the CBI (Chamber of British Industry) are forecasting an increase in GDP (gross domestic product) for the country, spurred on to some extent by an increase in household disposable income.
However companies which do not have some kind of plan and strategy to follow are unlikely to achieve their goals.
In today’s joined-up world of business, commerce and customers, ensuring your company’s products and services are seen, understood and appreciated means going beyond the shopfloor and standard advertising. Ecommerce techniques, from email marketing and social media management to having a clear and responsive website, all encourage potential customers to seek out your business.
In order to be successful, your business must have a strategy and plan underpinning each area of activity. For example:
- If your company sends out a marketing email is it clear what your customers should do next?
- When your customers click a link through to your website, do they get a great experience?
- If someone comments on your business on social media, are you always ready to respond appropriately?
- When you send a marketing email does it go at the best time for your target audience?
- Are you always showing your customers that you have the knowledge and expertise that they want?
A strategy and plan which states what the company wants to achieve over a specific period of time, how this will be achieved and when it will be achieved by can inform all these activities. This will inform how your marketing and ecommerce activities are presented.
It is no longer enough to just place advertisements in the marketplace and hope to attract and retain customers. The right strategy, combining emarketing, ecommerce and social media tools gets your business out there, and makes you proactive in achieving more.
And whatever you do, don’t forget what Winston Churchill said: “However beautiful the strategy, you should occasionally look at the results.” If you can see what you’re doing is pushing you in the right direction keep doing it, if not it’s time to change.
If you want to learn more about how your business can benefit from an effective marketing strategy, contact the experts at LWS on 01903 790100 or via firstname.lastname@example.org.