Conducting a Brand
Having a disconnect between what your plan to achieve and what you currently have, only leads to a disjointed strategy and ultimately waters down any effort to grow your business. And we are already stretched thin as it is #amIright?
The second step in any process is figuring out the what. In our case, what do we have that can stay, needs to go, needs recycling, revamping, etc., always against the backdrop of our creative business plan. Effectively, I am talking about an audit or a review (much nicer word to me).
Listen to the post instead: "Conducting a brand review"
HOW DO WE START TO FIGURE IT OUT?-
1) Start by reading the last post. Download the workbook which will guide you step by step on how to start creating a strategic plan of attack before you dive into this part of the process.
2) Once you have the first part done; start systematically going through each goal you set out and divide them into a logical sequence (be it chronologically, priority, etc). Let’s say we stick to using the example we have used throughout this series of growing our list. Our goal is to grow our list by 500 a year, that means 41 per month or 125 per quarter. Now we have to go look at our plan and see what activity will help us achieve this goal. Webinars, challenges, whatever it is, make a note of this.
For each ‘sub’ goal (125 emails per quarter) start attaching an activity that will help you reach that main goal and go even a step further by also creating a list of to do’s that will help you get there. Webinar? what do you need to have a webinar? Marketing efforts, what will you be promoting, topic of the webinar, all pages, graphics needed to have a webinar, etc. Write even the smallest of tasks, this will help you, in the long run to manage your time and help you realistically plan for it.
3) Here’s where the magic will start happening. Now that you have a plan. Let’s see what you actually have right now that can be used, or do you actually have something that can be actually hurting you instead of helping you. Say you want to start aiming at group services instead of 1:1 but the main opt-in in your home page is a ‘Sign-up for a 1:1 call with me”. Then you know that you need to change that opt-in to be something more in line with what your goal is.
Again, go through each page of your website (don’t forget subpages, and blog posts pages) and make notes of every promotional message, opt-in, product, services and whether or not is align with the particular goal you chose. Do this for each and every goal.
Don’t forget to download the guide to help you out in the process. And once you do you will be signup for the workshop in February where we will go through this process together with real live examples to help you walk away with your very own plan.
When conducting website reviews with clients, we go into much more in-depth than this. We look at their current message, communication avenues, marketing efforts, currently clients, and their ideal client profiles to assess whether or not this has changed. If it has, then this also need to be noted as part of the review before we start the next step in the process.
But I don’t want to overwhelm you. The process laid out here will give you a good head start, and give you so much valuable information to run with it that you will have enough work to do before going a level deeper.
LET’S DO IT TOGETHER–
I don’t know about you but I am a visual person, I rather see how things are done than being told ‘how to do them’ So if that’s you and you benefit from doing it together. I would love for you to join me in the upcoming challenge ‘Digital Spring Cleaning’ it will be a week full of prompts, tutorials and a workshop where we will work on connecting your strategic plan into your website for maximum optimization. We will be connecting the dots and making your online presence ready for 2017! If you are interested in joining click the link below and you will be added to an interest list for more information.
That’s it for now.
You worked hard on your annual plan, let’s make sure you have all you need and get rid of what you don’t…
Download the free resource and get notified when the challenge starts!