Without structure or routine built around your marketing efforts, you're
likely to lose focus and get distracted--something that's far too easy for
small business owners and the self-employed to do--and your marketing will
fizzle.
One simple way to add structure to your marketing is to create an overall
plan that outlines for you exactly what you hope to accomplish and when. You
can then supplement this with shorter-term, action-oriented "to-do" lists
aimed at reaching your marketing goals.
Here's how I keep my marketing goals pointed forward:
1. Every year, I create a short list of "Calendar Year
Objectives"--marketing goals I want to achieve by year's end. I usually give
each goal a name, and then write two or three sentences describing what
achieving that goal should look like. For example, an objective might be to
write a book, followed by the title and subject matter, and by what date I
hope to get it done. This does not have to be a painful exercise--my list
usually fills only half a page.
2. Using my "Calendar Year Objectives" as the basis, I then create a
"90-day Plan" where I outline specific steps as to how, in the coming 90
days, I intend to make progress toward my stated goals. At the end of the
first 90 days, I look at what I've done, what's left undone, and then adjust
as needed for the next 90-day cycle.
Each "90-day Plan" I create is generally two or three pages long,
comprising a list of clearly stated bullet points with relevant dates. The
idea is not to make the creation of the plan my end game, but rather to have
a simple, action-oriented tool in place that keeps me focused.
3. Every month I then create a simple list of items that I need to
accomplish within roughly the next 30 days. I call this list my "Monthly
Milestones" and it's usually nothing more than verbiage I cut and paste from
my current 90-day plan, arranged in sequence.
4. Lastly, at the start of each week I create a "Weekly Task List" of
what I need to do so that progress towards my goals continues. This is akin
to a "to-do" list and I simply cross off each task as I get it done. Some
weeks my list is loaded, other times there may be only one or two items.
What's key is that there's always something to do . . . and that something
always gets done.
Of course, in all that you put on paper or commit to your computer
screen, be sure to maintain an element of flexibility. Create your plans and
follow them knowing that from week-to-week and month-to-month your
objectives can--and most likely will--change.
