How to Know When to Change Direction

… and SPOILER! Changing direction is NOT a bad thing. Here’s the thing - marketing is constantly changing. While the key to maintaining an effective marketing strategy is all about discipline, knowing when to redirect that discipline elsewhere is crucial.

We're ending 2021 with a blog post that more or less is going to get down to being human. If you're running a business, you no doubt think of that business a little bit like your baby. You're most likely constantly pouring your all into it.

Which is why it's SO important to keep reading as I discuss what you need to be looking out for and how you can take a step back to spot it.

So, I'm not necessarily saying abandon your strategy (but also this is why it's important to HAVE a strategy in the first place - so you have something to check yourself against.) 

What we also always talk about here at Local 44 North in addition to documenting everything and having a plan is ...measuring for success.

In that original strategy document for whatever tactic you're going to be implementing - whether it's an overarching marketing strategy including many topics or just say a social media strategy - you should have goals for that strategy, a current benchmark for where you're at with that tactic, and what success will look like. 

And just to expand upon that a bit, usually those goals take shape in either the brand awareness or lead generation type goal. But they can also include sales and customer service as I consider those part of marketing as well. They all feed one another. But without going too much down the rabbit hole, most marketing tactics are usually focused on one of the first two: lead generation or brand awareness.

So, in your strategy document, you'll have goals set for those tactics as well as at timeframe for when you should hit those marks by. (and if you're not hitting those marks, it's time to make some adjustments.)

Actually, this is a super simple thing that I think most folks just don't do. They just get out there and do it without really taking time to plan and/or after they set something in motion, they don't continue to measure against their goals. Measuring is KEY here, people!

BUT - I want you to see the big picture. While it's easy to talk about what your goals are for your business in terms of sales, marketing, etc. Taking a step back to make sure THOSE goals in terms of sales, etc. enable your LIFE goals as well is super important.

I think it's super important BUT EQUALLY important is the ability to take a step back from your business, take some time off, think about what matters to you in your life and think of your business as a tool to GET those things, and then adjust from there.