Simplify Your Hiring Process

Some companies dread having to hire a new employee. The process can be time-consuming, expensive, and at times frustrating. And after interviewing, you may not even end up with the right candidate. Simplifying your hiring process so you are ready to hire the moment you need someone can help your business on multiple fronts. When you simplify your hiring process, you can fill the position faster, spend less time and money, and ensure the candidate is the right fit for your company.

Job Postings

Start by creating a job description template with a starting salary range that all of your job postings can follow. Next, get ahead of the game and outline your current company job descriptions now! This allows you to post an opening as soon as it’s needed. If you are handed a two-week notice, this will reduce the days your team feels the pinch of being short-staffed. You can also openly share job descriptions and salary ranges internally so employees looking to grow within your company will know the expectations and skills they need to obtain a specific position within the company. 

Ask For a Cover Letter

Unless your candidate will fill a role that requires them to showcase their writing, branding, or selling skills, ask yourself if you want to require a cover letter. If the answer is yes, determine what you hope to learn about a candidate from their cover letter. If you are going to invest the time in reading a cover letter, offering candidates some direction on what to include might be beneficial if you are looking to learn something specific. 

Interviews

Simplify Your Hiring - Ten Min InterviewThe 10-Minute Interview 

What better way to simplify your hiring process than with a 10-minute interview! Knowing that you only have 10-minutes with a candidate allows you to pinpoint the most important questions to ask and more quickly determine if they are the right fit. Outline five to ten interview questions in the first round of interviews and stick to only these questions. It is tempting to go on a tangent if a candidate answers a question with an interesting response, but don’t! We recommend noting the follow-up question and asking it during a second interview if they are a possible candidate.

The Second Interview 

Fewer candidates should be brought in for a second interview. The exact number may differ based on the number of original candidates and the position being filled. These interviews should also be longer and potentially less scripted. It is still important to have a list of questions to ask each candidate but pursue follow-up questions during the interview to fully understand the candidate. Generally speaking, we recommend no interview process should extend past two interviews.

Job Offer

Send a personal response to every candidate you interview. It can be a templated response but include a personal introduction. This shows that you valued your candidate’s time. If possible, respond to every person who applied for the job even if they didn’t receive an interview. Responding to all applicants shows them that your company makes decisions within appropriate time frames and that they aren’t going to hear from you months later asking for a job interview for a job they no longer remember applying for. 

Send a personalized email with the job offer and a copy of your employee handbook attached for the candidate you wish to hire. 

When you simplify your hiring process and build structure, you ensure candidates have the best possible experience.


Need help? We can help you streamline your hiring process by creating structure and proper documentation, including job descriptions, interview questions, job offer templates, and onboarding checklists.


Name(Required)
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Heather Morrison
Heather is the VP of Operations at Innereactive and we are lucky to have her. She has over five years of experience running an HR department and enjoys helping businesses like yours find solutions to their HR needs.

The Art of Ghostwriting

The Art of Ghostwriting

Do you have a sales training course you need to develop, a blog to write, or a website you’d like to update with some professional touches? We understand the challenge many people face when presented with a content-heavy project. If you are asking yourself a lot of these questions, ghostwriting with Innereactive may be the perfect solution for you

  • Where do I start?
  • What topics should I cover?
  • How long should the copy be?
  • How will I make time to complete this?

If you are looking for an expert in content development, strategy, and education, we can help! Let us be the expert behind the pen, give you all the credit, and let you focus on other important tasks.

How Ghostwriting Works | Woman Typing on ComputerHow Ghostwriting Works

One of our marketing experts will meet with you to understand your project goals and objectives. If you need any advice for a go-to-market strategy, education, or just product positioning, we’d love to share help you with your strategy as well. During this kickoff period, we would collect any resources on your topic and fully comprehend the message you’re trying to convey. This is where we ask you a lot of fun questions and allow you to pour out what excites and motivates you about this topic and why your target market needs to invest. This process, coupled with ample research, allows us to develop a comprehensive outline that organizes your message in an engaging and meaningful way. Plus, we’re really fun to work with. 🙂

The Final Product

Your Brand & Your Voice

We take pride in knowing that our clients trust us to write quality material for them. After working with you through the final editing and proofing of your project, you will have a strong, solid, high-quality, original product to call your own. And what’s great – it will reflect your brand and your voice.

Continuing education approval

If we’re helping write a continuing education training course, we can also get the course approved through credentialing organizations for you! One less thing to worry about. Our event manager has become an expert in opticianry and optometry CE in both the US and Canada. Having your custom course approved through credentialing organizations for live and virtual CE approved presentations will help increase your audience!

Sit back, relax, & let us ghostwrite for you!

If you’re someone looking for a ghost writer, chances are, you’re already very busy building your business. Course writing, sales training and promoting your products and services in an educational way is very time-consuming. If you’re wondering if someone can capture the true essence of your business even if they don’t work for you, look no further than Innereactive. We specialize in writing about topics like:

Optical:

  • Lens Technology
  • Frame Buying
  • Inventory Management
  • Dispensing to Patients

Marketing:

  • Social Media Post Content
  • Websites and blogs

Human Resources:

  • Business Operations
  • Company Culture
  • Leadership & Change
  • Practice Management
  • Staff Training

And More!


We are ready to help your launch your next educational training, a new website, or a blog with content built to drive results.


Name(Required)
What marketing services are you interested in?(Required)

Jess Hunt
Jess is the Events Manager at Innereactive. After gaining 11 years of event experience in the food industry, she’s ready to take on the optical world. She’s very passionate about helping people, simplifying processes, and creating positive experiences.

What is SEO and how can I improve mine?

SEO stands for Search engine optimization, but what does it truly mean? Optimizing your site for search engines allows them to consume your site’s content as efficiently as possible, allowing new and returning traffic to find your site easier. So, where do you begin? When working with Innereactive on a website design, we will make many of these choices on your behalf to optimize your website SEO or walk you through any decisions needed. If you’re looking to set up a new site or improve on an existing site on your own, here are our tips and tricks!

New Website SEO

When establishing a new website, first sit down and determine what type of traffic you expect and outline your target audience. Narrowing down an audience will allow you to focus on the keywords that will perform best for your needs. For example, suppose you are a brick-and-mortar store looking to optimize for local users. In this case, place less emphasis on globally applicable terms and focus your keywords on geographic features coupled with your industry. (Ex: Eyecare in Detroit, Lawncare in Grand Rapids, etc)

Optimizing Existing SEO

Before making any changes to your SEO, the first step should be establishing a baseline of existing performance. Use this baseline to determine if your changes improved or hurt your site performance. A baseline can be established through a variety of metrics, the easiest being pulled from existing analytics platforms like Google Analytics or Google Search Console. Some of the more important metrics to focus on are:

  • New Users
  • Returning Users
  • Average Engagement Time
  • Keyword Results & Ranking

Using the above data points will give you insight into what drives successful performance on your website. If you plan to run a digital ad campaign, keyword results can be invaluable to provide insight into already successful search terms related to your business.

What Affects SEO Optimization?

Search engines place a lot of emphasis on data like keywords and meta descriptions to discover your website content properly. But there is much more that goes into SEO of a site! Many search engines also factor in the frequency and freshness of content, social media presence, backlinking, site mobile usability, etc. So how do you use this knowledge to your benefit?

Blogging

If your industry is suited for it, blogging can be a fantastic way to bring frequent and relevant content to your site. When recognized by search engines, this new and recurring content proves your business is still active and relevant. Coupled with driving new and returning visitors to your site, blogs can be a powerful marketing tool for your business.

Social Media & Backlinking

Social media platforms such as Facebook, Instagram, and Linkedin expand your potential website reach and can create a healthy network of backlinks to your site. There are many tools out there to help analyze your existing backlink structure and allow you to identify who is referring traffic to your site. We are a fan of Ahref’s tool, which offers free and paid options for all business scales. Ready to take your social media to the next level with digital advertising? Check out our blog about Paid Social Advertising or reach out to us today!

Mobile Usability

With 4 out of 5 users browsing and shopping on their mobile devices, search engines include metrics like how fast a site loads and how easy it is to use on a mobile device to determine results and rank. If your site is not mobile optimized, you may be losing a lot of potential user engagement. To learn more about how to optimize your website for mobile usage, check out our article about mobile-first design.

As you can see, SEO is a large and complex topic with many aspects to factor in and adjust. If you are interested in improving your website performance and SEO, fill out the form below or subscribe to our blog for future tips and tricks! We are excited to help you grow your business online.


If you are interested in improving your website performance and SEO, fill out the form below or subscribe to our blog for future tips and tricks! We are excited to help you grow your business online.


Name(Required)

Josh Glovak
Josh is the Web Development Manager at Innereactive. He finds a lot of enjoyment in the puzzles and problem solving that comes with managing a web department. Josh chases that desire of making faster, cleaner, and user-friendly websites.


 

Transitioning from In-Person to Virtual Events

The wonderfully collaborative community of live events came to a halt for us all in 2020. Over the past few years, we have learned to embrace a virtual environment for our internal teams and our external event goals. If you’re facing the challenge of taking your already planned live event virtual, here are our tips and tricks!

From In-Person to Virtual Events

If you have a pre-existing live event booked that needs to be converted to virtual, make sure you understand and have read through your facility contract.

  • Are you canceling soon enough to get some or all of your deposit back?
  • Remember, the sooner you cancel the facility, the better!
  • If you weren’t doing it before, make sure you’re now reading the fine details before ever signing anything.

No live event means you’ll no longer need to worry about food & beverage, room setup, AV, accommodations, covid-safety precautions, etc. However, that doesn’t mean your event planning process is any easier! With virtual and in-person events, it’s all about perfecting the details to execute a successful event & build a following.

Communicating with registered attendees

Notify Your Current Attendees

Did you have attendees already registered for your live event? It’s essential to notify your attendees of the event change. We recommend reaching out by email and phone to guarantee no attendees show up in person on the day of the event.

Market to new attendees!

One benefit of transitioning to a virtual event is your audience just grew exponentially! Use this opportunity to grow your event size and market to new attendees. Use these tools to get your name and event out there:

Planning Event Size & Platform

Just as a venue is key to creating a successful live event, the platform & speaker are vital to engaging your online attendees. There are many platforms available to help you host your online event. Over the past few years our team has fallen in love with the power of the Zoom platform for digital events. Here are some factors to consider when looking at your online learning platform and speaker.

  • Does your speaker have experience presenting in a digital course?
  • Do you need to see attendee faces or videos during the event for credentialing reasons?
  • Should attendees have the ability to speak or collaborate during the presentation?
  • Do you need a polling feature for live results during your event?
  • Are you manually sending pre and post-event emails? Or can your virtual platform handle that?
  • Do you need to accept payment for your events?
  • Can you add custom branding to your event to create a more customized event experience?

If you need help deciding which platform is right for you, or need someone to do the heavy lifting of planning, we can help!

Game Day!

Don’t go into the day of your event without practice! Set up a mock virtual event to do a run-through with your presenter/s and support team the week before. Many platforms, including Zoom, offer a practice session before your official event starts. Here are some questions to ask yourself leading up to the event:

  • Who is monitoring and responding to your Q&A or chat section?
  • How are you presenting and launching polls through your presentation?
  • Who will handle the opening and closing statements?
  • Do you have someone to introduce your speaker?

While transitioning a live event to virtual poses some challenges, it also opens many opportunities to extend your reach and engagement. If you have questions or are looking for guidance on planning a successful virtual event, we can help!


Name(Required)
What event services are you interested in?(Required)

Jess Hunt
Jess is the Events Manager at Innereactive. After gaining 11 years of event experience in the food industry, she’s ready to take on the optical world. She’s very passionate about helping people, simplifying processes, and creating positive experiences.

Email Marketing Dos and Don’ts

Email marketing continues to be one of the most popular channels of communication and promotion for many companies. According to OptinMonster, 99% of people check their email inbox every day, with some even checking it 20+ times a day! So, it’s no surprise email marketing is an effective way to reach large audiences. Check out our recommended do’s and don’ts of email marketing below to ensure you don’t fatigue your email list and promote engagement in your send.
The Do's of Email Marketing

The Do’s of Email Marketing

Do Choose Quality Over Quantity

The goal of your email marketing list should not be based just on subscriber numbers. An extensive subscriber list is useless if they never open, click, or buy from you! The most important aspect of email marketing is content & engagement. Creating content that resonates with your audience will help your subscribers engage with what you are sending.

Ever heard the phrase, “less is more”? This phrase rings true even in email marketing. Instead of sending mass emails to all your subscribers, review your content and segmentation lists to ensure you are sending high-quality content first and foremost. If you notice high unsubscriber reports or low open rates, it may be time to scale back or revisit your marketing strategy.

Do Make Sure Your Emails are Clear and Concise

You might think a fancy design, GIFS, or auto-play videos are crucial to catching your audience’s attention and standing out, but the chances of everything loading correctly or quickly are slim. With users viewing your email across various devices and email clients, your cute graphic may appear as just a grey box to many users. If you are investing in heavy email marketing, we recommend partnering with an agency like us or using a tool like Sendgrid Email Testing to catch as many code-based differences as possible.

Tips for Including Videos

If you have a fantastic video that you want to share, take a screenshot and link to the actual video on your website. This tactic will increase your click-through rate, and subscribers will appreciate not having a bulky email in their inbox.

The Dont’s of Email Marketing

Don’t Blast Your Email List at the Same Time

The great thing about today’s technology is that you can set up different times when emails go out, even if you aren’t in the office. If you have customers around the country, make sure that the email blast is staggered based on their time zone and needs. For example, subscribers in New York may want to receive emails early in the morning during their commute, whereas subscribers, where you are from, might wish to have it closer to lunchtime.

Try testing out sending email blasts at different times to see how customers respond or use analytics to determine the highest open rate time for email messages.

Don’t Mislead Your Recipients

Click-bait or misleading subject lines will not only hit spam filters quickly but will also mislead your audience. Be very clear about what your marketing email includes and what action you want your subscribers to take. Avoid spammy subject lines and always welcome your call to action. Remember that email blasts require carefully organized emails to be sent at the right time to the right person.

If you need assistance writing, designing, or sending email blasts, we can help! Our team can help develop your email marketing strategy, write copy, design graphics, develop an email template, and create a personalized schedule ideal for communicating with your customers.

 


Ready to send effective emails to your audience? We can help you with everything from strategy and design, to the development and implementation of emails to successfully reach and engage your audience.


Name(Required)
What marketing services are you interested in?(Required)

Marisa Lyon
Marisa is the Finance and Marketing Manager at Innereactive, and we are so grateful to have her. She enjoys helping businesses find the right solution for their marketing needs.

 

Event Planning Feature Image

An Event Planners’ Guide to Successfully Staying Organized

Event planning can be overwhelming and chaotic if you don’t have a good plan of action, especially planning multiple events at once. As an event planner, you must be organized, communicate well, and keep accurate records. Here are a few tips to ensure you have a firm handle on everything to help execute your event successfully!

Technology & Event Planning

Process Management

Technology is an event planner’s best friend! If you haven’t done so already, research and utilize an event or project management software. Personally, our team uses Monday.com. Monday allows us to create a template process that we can easily duplicate and customize for each new event. This process spells out all steps applicable to each event (so nothing is forgotten) and is updated daily to help us track progress and timelines.

File Storage

We also recommend using an online file storage system, like Google Drive to organize event documents and notes. Try creating a folder for each event you are hosting to file up-to-date registration lists, venue contracts, and event notes. We know an event planner rarely has a moment to spare and never has the time to sit at a desk with a laptop at an event. Creating an organized electronic filing system allows you to quickly access and share anything directly from your phone.

Printed Event Materials

While electronic files are critical for event planning, it can also be helpful to create a printed binder or folder for some events. Having hard copies of the most important event details on hand at your event is a smart contingency plan. (You never know if the internet will be reliable or if suddenly your phone will break!) We recommend keeping hard copies of some of the information on hand:

  • venue contracts
  • banquet event orders
  • event agendas
  • attendee lists
  • room layouts
  • and the like.

Be Prepared for the Unknown

Sometimes no matter how organized you are, glitches will happen. Event planners are probably used to the concept of: “it’s not IF something will go wrong, but WHEN something will go wrong.” We don’t say this to scare you, but we always recommend you prepare a list of things that could go wrong at an event. Along with what-if’s, think through some backup solutions, so you’ll be ready to take on anything that comes your way. The key is executing an event with guests unaware that anything has gone astray.

Ultimately, every event planner needs to find the organizational system that works best for them. However, we’ve found the key is having quick and easy access to information. Once you have a solid plan in place, you can reduce stress, create a seamless process, and allow your creativity to flourish.


Looking for some help organizing your next event? Our team of experts are here to assist you during all stages of event planning and management.


Name(Required)
What event services are you interested in?(Required)

Jess Hunt
Jess is the Events Manager at Innereactive. After gaining 11 years of event experience in the food industry, she’s ready to take on the optical world. She’s very passionate about helping people, simplifying processes, and creating positive experiences.

The Importance of a Company Handbook

The competition for top talent has always been a challenge, but with the recent “Great Resignation,” finding and keeping the right employee is more challenging than ever. There are endless directions your company could take to attract and retain talent, but having and sharing your company handbook will increase your company’s transparency.

Using Your Company Handbook In Hiring

I can hear you asking, what does my company handbook have to do with finding the right employee? The truth is, employees have choices — more choices than ever before. They want and, in some situations, are demanding more. Employers need to shake the misconception that employees are grateful to just have a job.

Enter your business. You offer more, you value your employees, you provide excellent benefits and pay, and current employees love your company culture. This is great news! It sounds like a lot of current job seekers would be interested in applying for your open position. But how do you communicate all of this information? You could put some of it in a job posting, and that would be a great idea, but you don’t want to make your job posting too long. You could discuss some of it during your interview, but you may run out of time to discuss everything. Enter your employee handbook!

The Perfect Job Offer

Your employee handbook can help you secure the talent you need to see growth and success within your business. When you are ready to make a job offer, send the candidate an email attaching both a formal job offer and a copy of your employee handbook. Call out a few important points in the handbook in your email or job offer, but invite the employee to review the handbook in its entirety before accepting the job.

When created properly, an employee handbook can give employees a clear understanding of a company’s true culture and how it treats its employees. Extending the handbook as part of the job offer shows that your company values transparency. It will also likely decrease those immediate employee turnovers (assuming your employee handbook is an honest depiction of how you run your business).

The Employee Journey

Even after the initial hiring process, employee handbooks are beneficial. They hold both the employer and employee accountable to a certain level of conduct. As an employer, your handbook allows you to have a standard guideline to point back to if an employee’s behavior ever falls outside your company values or expectations.

Keep Your Company Handbook Accessible

Start the employee journey by asking employees to sign the most recent version of your employee handbook. Keep an updated version somewhere where anyone on the team can easily access it. This will increase compliance and create a level of security because employees know what is expected of them and will know how to handle certain situations if harassment or discrimination ever becomes an issue within your company.

Update It Regularly

Keep in mind that you are not locking yourself into anything by publishing an employee handbook. You can add new policies and update or remove existing policies to offer better insight into company expectations or outline how the company plans to move forward. Be sure to communicate those changes to your employees and ask for updated signatures! In fact, you should set up a time to review your handbook annually to ensure all state and federal regulations are still being outlined properly.


Need help writing or updating your employee handbook? We can create a customized handbook that outlines your business’s vision, benefits, building amenities, employee conduct requirements, and state requirements.


Name(Required)
What HR services can we help you with?(Required)

Heather Morrison
Heather is the VP of Operations at Innereactive and we are lucky to have her. She has over five years of experience running an HR department and enjoys helping businesses like yours find solutions to their HR needs.


Understanding Paid Social Advertising

A complete social media plan should include both paid and organic social media strategies. Paid social media ads are a staple in marketing strategies across small and large businesses to build awareness and drive sales. Organic social media traffic is great to build engagement and loyalty but can take days to build due to site algorithms. Paid social advertising can give you an extra boost in traffic at a speed that organic posts can’t match.

What is Paid Social Advertising?

Have you ever seen a “sponsored,” “promoted,” or “ad” tag near posts on social media or a Google search? Those are examples of paid advertising. Let’s look at a few different social media platforms and how advertising on each could benefit your business! It is essential to understand that each platform offers different benefits to determine what social media platforms would best promote your business.

Facebook

Facebook provides two main advertising options for your business page, to create an ad or boost a post. The main difference between these ad types is your ability to target an audience based on geography, interests, demographics, and more.

Boosted Posts

A boosted post is one that you would post to your company’s page and pay Facebook to expand the range of the post. Facebook allows you to choose who to reach, your maximum budget, and how long to run the ad when advertising in this manner.

Facebook Ads

Creating a Facebook Ad is a great marketing tool, especially when you have a specific goal in mind because you can fully customize your ad.

Instagram

To run ads on Instagram, you will need a business profile. Lucky for you, Facebook owns Instagram, so you can manage all ads for both platforms on Facebook. Your budget will determine the Instagram ads timeline. Instagram ads focus heavily on visual content and look the same as regular posts, which are less intrusive. Instagram ads will measure the success of your ad campaign based on awareness (reach and recall) rather than follower counts, likes, or comments.

Google

Google ads are a crucial marketing tool for any business looking to get meaningful ads in front of a targeted audience. Google’s algorithm will show your ads to the right people, in the right place, at the right time, allowing businesses to reach anyone who uses Google to search for information. Google ads offer different ways of targeting your audience compared to social media sites, allowing you to target your audience based on:

  • keywords
  • location
  • time/frequency
  • or what devices to appear on.

 


If there is an area of your business you would like to grow with paid social advertising, share the details with us and we can create a proposal for you!


Name(Required)
What social media services are you interested in?(Required)
Select all that apply

Marisa Lyon
Marisa is the Finance and Marketing Manager at Innereactive and we are so grateful to have her. She enjoys helping businesses find the right solution for their marketing needs.


The Importance of Mobile First Website Design

We do many things each and every day that we don’t give much thought to. One of those things is browsing the internet. Do you recall the last time you visited a web page? Was it on a mobile device or a computer?

Prevalence of Mobile Usage

As of 2021, mobile device market penetration has reached approximately 80%. This means four out of five people browse the internet on a mobile device when waking up. This statistic is important to keep in mind when designing your website.

The average user spends about three hours a day on their mobile device. This is a significant portion of your audience’s day that could be missed by neglecting to design your site with Mobile First thinking. Three hours may not seem like a lot of time at first glance. However, it accumulates to approximately 70% of all time spent on digital media. Additionally, 69% of users use their mobile devices to do product research and online shopping.

Creating a Mobile First Website

As a website owner, you can optimize your site structure using Progressive Advancement techniques. Progressive Advancement is the practice of starting with the bare essentials needed to get your users where they want to go on the mobile site and then adding structure, functionality, and complexity as you scale up to larger screens and devices.


You could miss critical customer engagement if your website doesn’t interact seamlessly with mobile devices. So, is it time for a website update?


To achieve a strong and impactful mobile experience, start by organizing your content based on its importance.

  • What information should be conveyed on all screens to all audiences?
  • What are users going to be looking for the most? This content should be placed front and center.
  • What content is more impactful when browsing on mobile vs a desktop?

By asking yourself these questions when designing your site, you can reap the benefits of an organic user experience that flows nicely between desktop and mobile devices, ultimately driving higher conversion rates of your users and customers.

Using Analytics to Improve User Experience

To truly tailor your experience to your audience, leverage website analytics tools to analyze how your users are interacting with your site. Information of this nature can assist in cutting out unnecessary elements or re-designing them to drive better engagement. Poorly laid out pages can lead to a significant drop in retention and interaction if design choices drive users away before they reach your content’s target.


At Innereactive, we optimize all websites with Mobile First design. Fill out the form below to update yours and increase engagement.


Name(Required)

Josh Glovak
Josh is the Web Development Manager at Innereactive. He finds a lot of enjoyment in the puzzles and problem solving that come with managing a web department and chasing that desire of making faster, cleaner, and user-friendly websites.


Sources
https://www.oberlo.com/blog/mobile-usage-statistics
https://medium.com/@Vincentxia77/what-is-mobile-first-design-why-its-important-how-to-make-it-7d3cf2e29d00

The Importance of Setting Goals

How to Make a Plan and Stick to It

Taking the time to sit down and hash out a communication or marketing strategy plan takes a lot of focus and time. We get it! In fact, we do that sort of planning for a lot of our clients. If you’re considering making some changes this year, we’ve outlined a few steps to help you succeed.

  1. Be Intentional

Don’t set goals you think you’d like, but don’t actually want. In other words… be intentional about what you want to achieve. Don’t shotgun lofty ideas for the sake of writing something down and then expect to accomplish them. Your goals should be personally significant and you should feel a sense of ownership over them. Focus on a select few goals that are challenging, but also attainable and relevant.

  1. Be Realistic

One of the main reasons we see marketing plans fail is when people are unrealistic about their desired outcomes. Whether you’re developing short-term or long-term goals, it’s important to be honest with yourself about your company, and your capabilities. Take a moment to step back and critically look at your business, from where you are right now. Set goals based on where you are today, not where you’d like it to be today. Start with three realistic, attainable, and relevant goals and then set timeframes by which to achieve them.

  • Start broad and focus on your overall goals you want to accomplish for the year.
  • Focus on three-month increments by breaking your year into quarters.
  • Get a spreadsheet going to organize the who, what, where, when, and how.
  1. Identify Your Target

Your marketing strategy plan should define your target audience.  This provides direction and consistency of messaging across mediums as you move forward with your campaign(s). This may include blog topics and posting frequency, online ad and social media campaigns, and promotional materials. Remember, a good marketing plan will provide organization of a variety of marketing mediums and help them work together to achieve your final goals.

  1. Write Everything Down

While it seems simple, writing down your goals and your marketing strategy is important.  Having your strategy plan and goals in your head is not enough.  When you write them down, they become real. Outline like crazy. Add a calendar. Take big ideas and initiatives and break them down into smaller, bite-size tasks to accomplish by specific dates. Add color coding to organize topics and campaigns. Ask yourself, “Why do I want to accomplish this goal, and what are some specific ways I can go about achieving it?”

 

  1. Don’t Overdo It

It’s important to crawl before you walk, and walk before you run.  If you’re just getting started with marketing, or if it’s your first time with a formal strategy plan, be reasonable in the number of initiatives you include. If you include too much, it can be overwhelming and you risk burning yourself out. Start a spreadsheet and use these organizational tips to get started:

 

  • Organize your columns by month and rows by methods of communication.
  • Color coordinate each cell according to which campaign it’s a part of.
  • Be concise, bold topic names, and italicize supplemental information.

 

  1.  Stick With It

Once your marketing strategy plan is complete and you start implementation, you have to stick with it.  Just like any other job responsibility, marketing must remain a priority.  Only by consistently implementing a marketing plan will you experience consistent growth.