By Christine Graf
Business planning involves many things. Budgets, staffing equipment and much more go into the process.
Marketing, to grow business and build a brand, is an important part of the process.
Asked what trends he sees for clients in 2019, Christopher Ryan, president of SIX Marketing said, “Everything today is based online. People are going to research you before they even do business with you,” he said. “Your web site is one of the most important tools. Make sure it is saying what you deliver. Make sure it’s clearly representative of your business.”
Marketing Kangaroo’s Kim Hickok, a brand strategist with decades of experience, said the first step is to develop a brand strategy. It defines what a business stands for, as well as the image it conveys. It also establishes long-term plans designed to achieve specific goals.
“It means knowing who you are as a business and having a story about your business. It’s about asking ‘Who are you? What’s your story? Who are you talking to?’ The brand strategy should be shared in a way that connects with an objective,” she said.
Ryan said his company doesn’t recommend canned language on a website.