When was the last time you did a SWOT analysis? And no, SWOT analysis is not counting how many mosquitos you can kill on a hot summer day here in Wisconsin.
A SWOT analysis is looking at your Strengths, Weaknesses, Opportunities, and Threats. Most leaders look at the entire organization for a SWOT analysis. Now, consider looking at these four elements specifically in relation to your marketing.
Here are some questions to ask yourself (and your team) about your marketing. Which box would you put the answers in?
Strength | Weakness | Opportunity | Threat:
- What makes your product/service unique? (if you say ‘great customer service’ here, what exactly makes it great?)
- Have you created a buyer persona so precisely that you can picture them in your head?
- Does every piece of marketing you send out represent your brand? (consider every document that is put in front of a prospect or client and anyone in your organization that talks to them. Do they have a coherent marketing message?)
- Do you have enough team members to get the work done? Where do you need to outsource?
- Do you know where your target audience hangs out?
- Why do you lose clients or prospects to your competition? If there is a pattern, what do you need to do to fix it?
- What are your business goals for this year? Next year? Do your marketing strategies work with or against those goals? (i.e.: brand awareness, expanding current client work, product and/or location expansion)
- Are you utilizing the right marketing channels? Social media, print advertising, billboards, press releases, digital marketing, client retention marketing, website strength, blogging, and so on.
By looking at what is going well and where improvements are needed is an excellent way to jump-start your marketing strategy.
Not sure where to start or do you need a facilitator (or referee) to have such a conversation with your team? I am happy to help! There are benefits to a #rebelmindset!