YIKES! The close of this calendar year is knock, knock, knocking on heaven’s door… Sayonara 2016… HELLO 2017!
But seriously though, WHERE has the time gone?! Each year new seems to scream by 10x faster than the last. I can’t keep up anymore.
And speaking of time, the end of the calendar year is natural reflection point for most business owners. It’s a time to assess, measure, and recalibrate for the quickly approaching new year.
It’s also the point at which many businesses diverge. Either your business is killing it, like Mothra decimating Tokyo in ‘60s Godzilla flick. Or it’s slowed to a trickle, like that ancient leaky faucet in my Great Granny long-neglected old house.
This divergence leaves us at a bit of a crossroads. So let’s treat this post as a Choose Your Own Adventure of sorts…
If your biz is rockin’ out with all guns blazing, skip to the section below entitled: Smash The Pedal To The Metal in 2017
If biz has been languishing down in the dumps this calendar year (and perhaps longer), skip further down to the section entitled: Regroup + Retool in 2017
Sound like a plan? Koo! And away we go…
Smash The Pedal To The Metal in 2017
If your biz has been kickin’ much bootay in 2016, what’s your best course of action?
More of the SAME!
In other words, hone in on what’s working, and turn up the volume… Consider your marketing campaigns + tactics from the past year. Which have been the most effective? And which have fallen short?
After you zero in on the “(shake your) money maker” tactics, focus + redouble your efforts. Pour more of your time, effort and cash (if applicable) into these “money makers.”
And once you get that sorted out, it’s time to…
Swing For The Fences!
When it comes to marketing, I’ve long eschewed focusing on goals in favor of developing good marketing habits. Mostly because the “marketing habit” will serve you well beyond some arbitrary goals have been lost + forgotten.
On the other hand (you knew the other hand was a comin’, right ;–), goals serve as benchmarks that help define your overall progress.
And when your business is flourishing – That’s the time to set lofty goals. Test yourself. REALLYpush your limits. See just how growth and development you can achieve. And how much cash you can rake into your coffers.
Growth – By The Numbers
The most effective way to REALLY test your potential is to set specific target numbers… Let’s say you bring in an average of five new clients a month. Aim to double that and bring in ten. Or let’s say your annual revenue typically grows by roughly 10%. Double that figure and shoot for 20% growth.
Of course, these are just examples. The point is zero in on the benchmarks that make sense for your biz and adjust your marketing strategy and tactics to hit those targets.
Regroup + Retool in 2017
If you’re reading this section, I’m guessing your biz has spent the year in the doldrums. Maybe you’re not failing, but things are headed in the wrong direction. And you’re struggling to see any glimmer of hope on the horizon.
Well, lots of businesses have tough years; your struggles are by no means the first. And any number of factors can yield a bad year. But there’s a larger question here: Is this just a “bad year?” Or are there deeper issues at play?
The Dip
Marketing guru Seth Godin tackles this issue head-on in his best-selling book, the Dip. The book’s basic premise is the question of what do you do when your business takes a dramatic or prolonged downturn? For most, there is one of two possible answers. Persevere and aim for recovery. Or pivot and head in a new direction.
The path you choose depends upon your assessment of your business. As part of your New Year’s revelatory reflection and evaluation, you need to ask yourself some difficult questions.
If your biz is genuinely facing a Dip, here are three most important questions you MUST ask yourself:
1. What are your prospects for future growth and development?
2. If your supposed prospects don’t pan out, what then?
3. If you were to pivot, in what direction would you take your business?
These may be difficult questions to answer, but the answers are critical if you hope to successfully navigate a Dip.
Regardless of Which Direction Your Biz is Headed, Let’s Chat About it!
Whether you’re gearing up to lay waste to Tokyo, or trying to pinpoint the kink slowing up you biz-flow hose, I wanna hear about it! Swing by my Google+ page and let’s rap. See you there!