Many of your website visitors are asking themselves “why should I visit on your website or buy from you?”
Growing your business through the internet is a daunting task full of challenges and complexities. It requires vision, strategy, and implementation if you really want to be successful.
In 1630, the future Governor of Massachusetts, John Winthrop, offered a vision for the future of a new world as he and hundreds of Puritans sailed to the new world from England. His clear vision: “We shall be as a city upon a hill, the eyes of all people are upon us.”
In no other time in history can your business be a city upon a hill for all to see like it can be today. Through the Internet, you not only have access to people in your own community, county, and state; but also the entire world.
But why should someone buy you or advance your business through commerce if you have no vision of your company or of them as your customers?
Your vision is wrapped up in knowing the problems you solve for your customers, who those customers specifically are and how your products and services solve their problems.
How Does This Apply to My Website or Social Media Strategy?
In all likelyhood, you went into business because either you felt you could do it better, wanted more freedom, or you just had a great idea that excited you?
Customers can resonate with that, but that is not why they buy. Customers buy because the feel they know, like and trust you. That sounds really good, right?
But what does that mean?
It means they have to resonate with how you help them meet a real or perceived problem, need or want. It means that you have a belief and passion in what you offer; and it means you can articulate why they should get it from you in a world competing on price with limited resources when you want to be the one they go to but you don’t want to be the cheapest.
There are four main components to you identifying your company’s future and how you will get there.
Lee Iococca Offers Vision, Strategy, Goals, and Objectives and So Can You!
On November 2, 1978, less than four months after he was fired from Ford, Lee Iacocca joined Chrysler as it’s CEO on the very same day that the company posted a third-quarter loss of more than $155 million, adding to an already enormous deficit.
Iococca immediately sprung into action, firing 33 of Chrysler’s 35 vice presidents. In the summer of 1979, Iacocca had already begun building his team and addressing the company’s most pressing problems, including too much inventory and too little emphasis on quality control, resulting in huge warranty costs.
Also a contributor to Chrysler’s woes, Iacocca decided, was what Iacocca considered to be uninspired marketing campaigns. They offered $50 to customers who test-drove a Chrysler, then bought a similar vehicle from the competition. And they offered a money-back guarantee — buy a Chrysler, drive it for 30 days, and if you didn’t like it, bring it back for a refund.
In the late 70’s and early 80’s the economy was bad and there wasn’t anything Iococca could personally do to solve that problem. People felt like they couldn’t afford a new car and so they held off buying one. This almost put Chrysler out of busienss except for Ioccoca’s vision, strategy, goals, and objectives.
Let’s look at what Iococca did and how it applies to you:
Everything starts and ends with a vision. Are you visionary? If not, then you’re not paying attention to reality, reading, studying or listening to what your engaged audience is telling you.
Iococca had a clear vision – turn -$155 million into a profit.
Your short term vision may be to make more money this year than last year. Or, you may need several visions in order to grow your company.
Have you given thought to where your company will be next year, in two years, or longer? What does it look like?
Iococca knew he had a major problem, and it was predominantly marketing. What a genius concept to offer money to test drive his cars which he believed in and was passionate about; and then to buy the competitors car and pay people to drive it as well.
If your strategy is to use the internet to grow your business, how will you do that?
- Blogging and Content Marketing?
- Social Media?
Do you have a strategy to reach your audience and as a part of that strategy have you tightly defined your audience?
Goals are always achievable and measurable. You either hit them or you don’t.
Ioccoca’s goals were clear; keep Chrysler out of bankruptcy (GM was forced to take that route) with a short repayment plan. ( In fact he paid off the entire loan if $813,487,500.)
If your goal is to increase your audience, how big specifically will you grow it to? You must define a goal and make it big, and go for it!
What are the tasks that are going to be required to achieve the goals? Those are tasks. You know them well. You are probably adept at using them but you’ve never had real intention behind them.
In Ioccoca’s situation, he specifically:
- Acquire a government loan
- Reduce his salary to $1
- Cut production of specific vehicles that did not meet sales demands
- Let go of employee’s that were not contributing to the company
- Increased marketing and brand awareness
- Increased efficiency in production and sales
What do you have to do to meet your goals? If you want to increase your online audience are you willing to:
- Write “x” number of articles per week or month?
- Share on social media and engage in social media groups with others and their content
- Spend the time necessary marketing and promoting your articles
- What objectives or tasks will you have to put in place to fulfill your goals?
These are just some ideas to get you thinking and I hope I’ve done that?
There it is… in order for you to be successful online, or anywhere for that matter you must have:
You may have many different visions from increasing revenue to introducing new products or services; or solving one of your own problems.
Here is what I know to be true: Everything you do starts with solving a problem for your customers. You just have to figure out what those problems are and how you’re going to solve them. If you do that, it sure makes defining these four things much simpler.
Do you want to be able to have a vision, strategy, goals, and objectives that help your company? Many don’t know how or are too close to their company to see it themselves. That’s why big companies hire consultants to help them in this area. If you would like to consider an affordable way to get the help you need to take your company to the next level, we would love to work with you as a consultant or coach to put these things in place and help you grow your company by helping you:
- Realize the real problems you solve for your customers
- Learn your vision to help them solve it
- Define your goals
- Create objectives to help you get there
You can be a light on a hill, a bright and shining place online that exists to help others achieve their goals and dreams through your company if you will take the time to learn why you are different and why your prospects and customers need you. You just have to do the foundational work so that they understand why.
If you have a question, comment or idea I would love to hear from you. Please leave it below in the comments section and I look forward to engaging with you!