In our last blog we introduced the DISSC Model for getting rapid marketing results. We also discussed the first step of the model: ‘Define Your Foundation’.
In today’s blog we are moving on to step 2:
The truth is that you will probably have more than one marketing goal on the go. However, for the best and quickest results, you need to choose the one that is the most important to your business at the current time and make this your number 1 focus for the next quarter. By ‘most important, I mean the one that should give bring the best results if you focus on it.
Everything you do in the DISSC model revolves around making decisions that identify your current situation and the steps that will resolve the challenges you currently face.
What is your most pressing marketing issue that needs to be resolved as quickly as possible?
It is likely that this issue will come from one of three key areas: Sales, Lead Generation and Brand Awareness A.K.A. “Getting the Word Out.”
The first step in the process is to brainstorm and create a list of your various marketing issues. Here are just some of the potential issues to get your thinking started.
Sales is a term used to describe the activities that lead to the selling of goods or services. Salespeople are responsible for managing relationships with potential clients (prospects) and providing a solution for prospects that eventually leads to a sale. (https://blog.hubspot.com/sales/sales-and-marketing)
If your business is not making enough sales, your future is in question. The Covid-19 environment has brought a number of challenges never experienced before.
Some examples of new sales challenges you may be having include:
This is on top of regular sales challenges such as:
Lead generation is the process of attracting prospects to your business and increasing their interest through nurturing, all with the end goal of converting them into a customer. (https://blog.hubspot.com/marketing/beginner-inbound-lead-generation-guide-ht)
Some examples of lead generation challenges could include:
Your brand is not just your logo. It is what customers think about when they hear your business name. It reflects your business values and what sets you apart from your competition. Your brand should be fully integrated in your marketing, from your logo to the products and services you offer and must be consistent.
Some examples of brand awareness issues and challenges could include:
Having brainstormed your marketing challenges, narrow your list down by prioritizing your list. The issue at the top of the list will be the one that has the most importance to your business, right now.
Having identified the issue, you now want to create a goal to overcome it. This is the goal that will have the greatest impact right now and will have all your focus for the next 90 days.
To be effective your goal needs to be more than just a simple statement. For example, if your ‘simple’ goal is to ‘make more sales’, you will want to define more parameters to determine when you have achieved that goal.
The SMART goal setting method is an effective way of doing this.
In this case ‘smart’ does not stand for wise or intelligent. It is an acronym that stands for:
So, instead of ‘Make more sales’, your goal might be, ‘Make ten Zoom presentations per week that result in at least three sales conversions.” Describing your goal this way gives focus and a way to measure your progress in achieving the goal.
Finally, with the DISSC Rapid Results Marketing Formula, you need to be able to achieve your goal within a three-month period. If this is not possible, break it up into smaller goals and choose which of these needs to be achieved first to reach the ultimate larger goal.
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