Our favorite, and most essential, question we ask our clients is:
“What is it that you want to see from the work that we’re going to do?”
We call this your “Key Performance Indicator” (or KPI). What is that one thing that, when accomplished, will tell us we’ve succeeded? Your KPI will be the driving force behind your entire marketing strategy. That’s the reason we ask this question early on every time we meet with a new client.
On a basic level, many clients say their KPI is to grow their business. That’s great! I mean, don’t we all want to grow our businesses? However, there’s other factors involved in business growth that we need to know. We need the how’s, the why’s, and the in-what-way’s:
How do you want to grow your business?
In what way do you want to see that growth?
Why do you want to pursue that type of growth?
Usually when the economy is down, growing your business is purely that – growth. Any way to get additional revenue coming to your business will be fantastic. You might consider broadening your product offerings or promoting discounts, or work with people you wouldn’t normally work with for the sake of growth.
Business Growth in 2020
It all boils down to: What type of customers do you want to work with? It’s okay to simply want more customers, especially if you’re in a restaurant or retail environment. The difference between a quality customer and a not-so-quality is very small in such situations. You just want more butts in seats, and that’s okay.
But if you’re more of a B2B environment in 2020, we get you. We don’t want just any customer or client either. We want the kind of client who is on our retainer program, using more of our services, trusting us with all that we have to offer.As you’re diving into finishing up this year’s marketing strategy, think about what type of customer you’re really looking for. Then create a strategy that reflects that. Or bring your KPI to the creatives at Blackwood where business growth happens. Let’s build something remarkable together.