Many business clients want to “try things out” in an attempt to grow their companies. I hear things like:
“Let’s run an ad for a month and see what happens.”
“What if I did a video–would that be a good idea?”
“What do you think of ‘Constant Contact’?”
“Should I join BNI?”
“I need better web site content–can you write something up for me?”
“Should I pay for search engine optimization?”
“How about Facebook–could I get some business there?”
While I certainly can help with specific tactics, and will charge for my time, I prefer to give my clients a chance to succeed so they will recommend me to their friends! That’s why I provide a complimentary initial consultation and a strategic analysis of current communications. I then formalize this “back to basics” approach with a framework called “B.R.AC.E.”, which stands for Budgeting, Research, Action Plan, Communication and Evaluation. Absent this type of exercise, clients tend to waste money on poorly targeted initiatives that are difficult to quantify.
How much money have you budgeted for external communications?
What about staff?
Are you reaching and engaging the right people (and how do you know)?
Do you make a compelling argument for using your business?
What are your short and long term goals and objectives?
What’s your plan and how will you decide if it is working?
A cost effective communications plan is well researched, repeatable, flexible and measurable. And, particularly in difficult times, it is absolutely essential.
Using “B.R.A.C.E.” as a foundation will simultaneously reduce your costs and increase your market share.