Marketing strategies come after the objectives and vision and
mission statement and before the action plan and tasks. The
marketing strategy is how you are going to carry out the
objective.
Tasks contain the detail. Tasks are what you want to list and
keep track of in your day timer system not your marketing plan.
Whether that is in Outlook, a Franklin-type system, or in your
electronic appointment system like a Palm Pilot. It doesn't
matter if you prefer to start with a task and work your way up
into the objective or work from the objective down. Both should
accomplish the same result.
After creating the objectives, and making sure they are
S.M.A.R.T. (specific, measurable, action-oriented and
achievable, realistic, and timely), focus on one and progress to
the Action Plan and Tasks. Completing one at a time in this
manner will expose any gaps or duplicates.
Occasionally, there may be several strategies to one objective
or several objectives for one strategy. If this occurs look for
duplicates. Duplicates say the same thing in different words.
This review will keep the plan clear and concise.
In my consultant role, I consistently see two mistakes made
during the strategy clarification process. Keep these in mind as
you define yours:
1. Timeframe not considered or matched so that it can deliver
the results desired.
2. Choosing what is comfortable but doesn't reach a large enough
profitable target market.
Timeframe
Strategies need to be designated as short-term, medium-term, or
long-term. The length of time for each depends on the business
focus, market, and its maturity stage. For a new business owner,
maybe all you can handle is a 3-month plan -- short term.
Whereas an established business may state theirs in longer
times: short-term 1 year, medium 3 years, and long-term 5 years.
A mature business may be 3, 5 and 10.
Operating in a 30-day vacuum for too long creates flash fires
that consistently need to be distinguished. When this occurs the
business is running you. At day 31 it¡¯s a scramble to create
the next 30-day plan and the cycle repeats. After so many of
these cycles even the most patient person will give up on
planning.
Balance for a new business will have more short-term objectives
and strategies and less medium and long-term. This normally
occurs because testing and finding what works is still a big
part of their process and the marketing system is still in flux.
Balance for an established business (5-10 years) would have more
objectives and strategies under medium-term. Whereas a mature
business (ten years up) would be striving for more smoothness in
their long-term strategies except for new product or service
development which begins its heaviest set of strategies in the
short-term.
Choice
Choosing the right strategy isn't always about setting a
strategy comfortable for the solopreneur. The correct strategy
is one that is right for the prospects. The best one delivers
the results desired. Normally, one that reaches the market in
the fastest and easiest manner using the least amount of
resources.
I hear comments from solopreneurs like this: "I don't like to do
that." "I simple can't possibly do that." "I refuse to do that."
"I don't have the time." This closed mind just because its
uncomfortable is their saboteur to success. Afterwards they
justify it with, "Money isn't everything." They logically know
that its natural to justify any decision we make but they don't
see the connection. Some figure this out years later, others
never get it and go out of business, and others finally get
themselves to that comfortable place.
The perfect strategy services both the comfort level and the
broadest market possible so it may deliver the desired results.
don't waste time doing what you are comfortable with that
doesn't reach a profitable enough market. This wastes valuable
and limited resources and creates failure.
Once you incorporate these important features into your strategy
development you will your plan easier to follow and implement.
About the author:
Catherine Franz is a master business coach, author and speaker.
For the next week, there is a 2 for 1 sale on her books.
http://www.Abundancecenter.com
