Fall is here with the changing leaves, sweaters, and pumpkin lattes.
Marketing follows a calendar too. We turn the page to November, and thoughts to wrapping up 4th quarter plans: holiday promotions if you are an ecommerce business and 2018 planning for all.
But deciding which new opportunities to invest in, and which programs to replace, often comes down to tough choices. And, when it comes to the big decisions, it's easy to get stuck.
Here are some helpful tips from marketing thought leader Seth Godin to help you move forward boldly, and with confidence.
Tips for business leaders facing tough marketing choices
As you evaluate new opportunities, consider:
1. It's OK to hold two ideas in your head at once. One might work and it might not work; there's always another idea. The solution is to have a plan that's flexible enough to measure, evaluate, and move on.
2. Stop trying to keep all the frogs in the bowl! We Type A’s want CONTROL … that’s our comfort zone too, so we get it! But, be courageous. Accept a little chaos; have a team that can deploy, try and retreat when necessary.
3. Making decisions requires risk ... and courage. Taking a stand invites criticism and ridicule. While considering other points of view, be strong enough to stick to your convictions. It's a fine line, but courage but can lead to great outcomes, as high tech entrepreneur and venture capital investor Ben Horowitz illustrates.
4. You're expert at your business, but even experts need advice. You started your company, and chances are you’re smart enough to figure things out. But good ideas don’t work by themselves. You are not a marketing expert, and that’s OK. Get help in marketing from those who are, particularly if you're not entrenched in web- or technology-based marketing systems.
5. Your marketing plan can’t please everyone. It’s lonely at the top! Success means you will try something that some (your shareholders, your team, your mom) will love and others will hate. Marketing decisions can't please everyone. Go with your gut and the results will speak for themselves. And if the results don't measure up, digital marketing tools enable you to switch gears quickly and thoughtfully.
6. Spend your dollars with tomorrow in mind. We live in a connection economy not an industrial economy. When in doubt, err on the side of technology. Invest in new platforms, try new tactics. Yesterday’s marketing strategy is not a solution. You have to evolve with your customer.
Leading a growing company means having to take risks, constantly being pushed out of your comfort zone. Determining the best new marketing opportunities can be tricky, and change is hard.
We hope Seth’s wisdom gives you confidence to make tough marketing decisions, and inspires you to put new plans into action!