Do you have your marketing plan in place for 2012? It's not too late, but you better get going. The good news is that there are 5 simple things you can do now to accelerate revenue growth in 2012.
This is not about feel-good resolutions, but specific actions that will give you a major edge over your competition and drive opportunities to your doorstep. It doesn't matter if you are a one-person service firm or a large manufacturer, here's what you can to now to accelerate sales in 2012:
» The best place to start is by listing three to five specific results you want to attain by the end of 2012 — then work backwards by quarter. For instance, if your goal is to increase revenue by 40% in a new market segment or to have your website generate 1,000 qualified leads per week, what must happen in the 4th quarter for that to take place? Then, to make that a reality, what milestones must be achieved in the 3rd quarter? And so on, back to the 1st quarter. These are your most strategically important areas of focus for the new year — all of your initiatives must fit into this road map. Look at it weekly;
» Identify your ideal customers and get to know their struggles along with what kind of results they’re looking for. This will have a huge impact on your sales and marketing effectiveness. It will allow you to focus only on the benefits that matter most to your audience in your presentations, literature, and on your website. Just as importantly, you won’t waste your time and promotional activities on the “wrong” prospects. Do your homework and look at deals you’ve lost or won, and why. Determine the profile of your best customers and then go find more prospects like them;
» Rework your marketing message with a distinctive voice. Focus only on your ideal customers and figure out how to grab their attention based on your uniqueness — if you don’t, you’ll just be part of the competitive haze buyers face every day. Identify the results and outcomes your prospective customers find valuable. Develop a unique voice that gets people to say, “wow, I want to learn more.” Remember, people don’t buy products or services, they buy benefits;
» Refresh and perfect your conversations. You are constantly presenting your company — on the phone, at a networking event, to large audiences, in emails, and on your website. Use your distinctive voice and focus on the issues that are important to your prospects. Introduce insights that challenge their current thinking. Tell a story that illustrates how your solution solves their problems. Make it conversational, even on your website and in PowerPoint presentations. Ask questions to help get the conversation going and then listen and learn about your prospect. Practice, practice, practice;
» Get the word out. PT Barnum said, “Without promotion something terrible happens... Nothing!” Your promotional strategy can be as simple as a blog or as complex as a coordinated public relation blitz using social media, print advertising, and press interviews. Finding the opportunities to promote is never the issue — knowing where your ideal prospects “hang out” and getting your message directly into their hands is. Communicating often will support your sales effort by educating the market to your point of view and building brand awareness.
Make sure your ideal prospects, messages, conversations, and promotional activity fit the road map you created. Stay focused on the most strategically important areas you’ve identified. Do this and your company will have fantastic year of revenue growth.
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Ron Stein is the founder and President of FastPath Marketing (www.marketing-strategies-guide.com). He has more than 20 years experience in sales, marketing, and business development, working positions ranging from salesman to vice president of sales and marketing to CEO of startups with industry leaders such as Motorola, VideoServer, Paradyne, and SercoNet. Ron is a member of the advisory team at the Tampa Bay Innovation Center, a nationally recognized entrepreneurial and startup accelerator for the state of Florida. He can be reached at 727-398-1855 or Ron@FastPathMarketing.com