When it comes to business, you attract your clients through your marketing strategies. It all begins with a marketing plan. In order to make those strategies pan out, they need to support the business goals that you have in mind.
What are your Business Goals?
It is the goal of every business to make a profit. For your business, that is too vague of a goal to become your entire reason for doing business in the first place. More definition is required if these business goals are to turn your enterprise into a success.
Business goals need to be more specific and broken down into long and short term. This way, you are always working towards something while using the successes you have already achieved to keep you motivated.
If you aren’t sure of your business goals, these tips can help.
1. What do you envision yourself doing? – Yes you are a private investigator but beyond that, how do you see yourself performing a service to the public?
2. What are the possibilities? – There are many subspecialties within private investigation. Decide which one or ones you want to niche into and thereby define your business. Write them all down and then sort through the results.
3. Evaluate the possibilities – Look at your goals through the eyes of Attainability, Time required, Desire and Financial impact.
4. Work on a Plan – How will you go about implementing your goals? Consider using the SMART plan – Specific, Measurable, Attainable, Relevant and Time-based – to evaluate the goals you want as the focus of your business.
5. Break it down – Now that you have a plan, consider ways you can turn it into small bite-sized pieces to make achievement (and setting milestones) easier.
What Type of Marketing does this Require?
Now that you have a plan for creating business goals, the question is what type of marketing efforts pair well with them? Right now, you may be noticing that you are not getting the best return on your marketing investment. You have funneled “x” amount of dollars into promoting your PI Agency but the number of clients that actually engage you is in no way proportional to the funds spent.
Now you have to ask yourself if you are making the best use of your marketing dollars given the goals that you have chosen. If your goals have been previously undefined, then that could be the reason that you are missing the target.
When business goals are defined, it is easier to outline a marketing plan that will support them. For instance, when your specialty is financial investigations, posting fliers in mailboxes in neighborhoods may get you some clients but what you are really looking to do is target small and large businesses.
Take a look at your business goals. Define them and then target your marketing efforts to that niche market.