As we approach the end of another year I found myself pondering goals and objectives for the year to come. Reading through the Second Opinion Marketing website I came across an old article which seems just as apt today as 3 years ago when it was first published, especially as it started off “Amidst the doom and gloom of recession and failures on the high street, now is a good time to look ahead to creating a more secure and prosperous future for your business.”

It seems little has changed in the economy over the last few years but maybe by taking the advice offered in this edition of my Ebulletin you can improve the fortunes of your business.

As a marketing coach I am all in favour of goal and target setting and firmly believe that by sitting down and making a plan you are over half-way to achieving it. So, as a New Year dawns, why not spend an hour or two making some resolutions as to how you might improve your marketing performance in 2012. To help you along here are a few ideas you might incorporate into your own plans.

Stop

Doing the same things you’ve always done, try something new. Be open to new ways of marketing your business, remember:

“Minds are like parachutes, they only function when open.”
Thomas Dewar.

Wasting money on fruitless marketing activity that doesn’t generate the response you want. Make sure it’s all carefully monitored and you pull out of activity that doesn’t earn its way.

Working in non-profitable areas of business – now is the time to trim your business, to focus on a niche and dominate that niche. Looking at customer value can really help with this.

Making excuses for not going out networking, making that difficult sales call or seeking expert help with sales and marketing.

Start

Going the extra mile to give exceptional customer service. With less money around clients are more demanding than ever and have a greater propensity to switch supplier. By giving great customer service you can stand apart and improve your chances of them staying with you.

Listening to customers and prospects – you may find you have a bit more time on your hands so use it wisely – spend it with the people you are trying to sell to. Find out what problems they have and talk to them about solutions. Discuss the opportunities you can help them exploit.

“Your marketing strategy starts, ends, lives and dies with your customer.”
Michael Gerber.

Using social media to reach a much wider audience, build your brand and create a dialogue with customers. Twitter, Linked In and Google+ continue to attract media attention, maybe they deserve to have some of your attention too.

Merry Christmas and let’s hope 2012 is a year of success for us all.

Further Reading

12 marketing days of Christmas
3 tips to end your year on a business high
Turn your website into a goldmine
How to avoid expensive marketing mistakes

Written by Teresa Harris, Second Opinion Marketing. Teresa is an independent marketing consultant working with professional practices, small businesses and public sector bodies to develop effective marketing plans which achieve their business objectives. As a marketing coach Teresa works with new marketing managers and small business owners to enhance their marketing performance.