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How to make a difference to your marketing

Archived content

This page has been archived because it is no longer current information but is still relevant, or it is current but over 12 months old
  • Publish date: 01 December 2012
  • Archived on: 24 February 2016

Do your marketing efforts start with good intentions; then slowly (or quickly) fade as the year goes on? A marketing strategy can help retain focus, but only if its contents continue to “light your fire” throughout the year. This article considers some of the key objectives to include in your strategy to make a difference to your marketing activities this year.

How many of you commit time and effort to set your marketing strategy for the next 12 months, to then largely ignore its contents?

If your best intentions always seem to go “off track”, you may need to give more thought to your objectives and how best you can stimulate yourself and your team to deliver them.

As well as making sure your objectives are SMART (Specific, Measurable, Achievable, Realistic and Timed) you should also consider what type of objectives best motivate you. For example:

  • if you are a numbers person, you are likely to be more driven if you are given specific targets to achieve within a given period; or
  • if you get a sense of satisfaction from seeing the results of a finished product, you should set objectives along these lines.

Suggestions for marketing objectives

Clearly the marketing objectives set out in your strategy document will be specific to your practice and the types of marketing activities you need to implement. Below are a few marketing related objectives to help you remain focused on your strategy throughout the year.

These objectives have been divided between numerical and product focus, as mentioned above:

Numerical objectives

  • To phone two clients per week to see how things are going and to identify if there’s anything that the practice may be able to help them with.
  • To ask at least six clients per month if they would be happy to refer their family, friends or business contacts to the practice.
  • To attend at least two networking events each month and to make at least one relevant follow-up call, with a view to developing that contact further.

Product objectives

  • To create a new printed brochure to promote all the practice’s services: by 30 April.
  • To send at least four topical mailings to relevant clients and prospective clients: by 31 December.
  • To launch the new website: by 30 June.

Many of these objectives will require in-depth activities, implemented at different intervals, to keep the overall project on track.

For example, “To launch the new website: by 30 June” would also need the following “mini-steps”:

  • To appoint a web design and hosting company to help launch and maintain the new website: by 28 February.
  • To work with the web company to agree the design, contents and navigation of the new website: by 31 March.
  • To draft the copy relating to the practice’s services and information about the firm, its partners and staff: by 30 April.
  • To arrange photos to be taken to be used on the new website: by 30 April.
  • To have the draft website in place: by 31 May so that the copy and designs can be approved and the functionality and navigation can be tested before the site goes live.
  • To launch the new website: by 30 June.
  • To inform all clients and business contacts about the launch of the new website and what information they can find there: by 10 July.

The key to implementing any strategy is to have in mind the big picture of what you want to achieve, then to break down each objective into bite-sized pieces. Such an approach makes it easier to track progress and make sure things happen as you intended them to.

December 2012