Posts tagged with "Strategy"

WANNA MOVE THE NEEDLE? Here’s How To Leverage Effective Business Tech Tools

One of my biggest pet peeves in the digital marketing space is the term “all-in-one solution”.

Ya see, I think it’s a misnomer.

Or, actually, I think it’s misleading.

Any tool is an all-in-one solution if it’s the only tool you need, but the reality behind small business is that it’s infinitely complex – and therefore the landscape of tools to support your business is infinitely diverse (and ever expanding).

I have my own robust techstack, and Infusionsoft by Keap, and AccesAlly are at the core of it. I’ve written more about the specific tools that have earned my trust – if that interests you reach out to me and I will be happy to share.

But the reality is that the tools that support each business will be somewhat personal – they’ll likely need to match up with your business needs, priorities, and goals.

So, in this diverse, technical, and tricky landscape, when you could literally spend weeks researching options – how does a business owner choose what tools to depend on?

The answer is ROI.

Like anything in business, the tools you choose are an investment – and it only makes sense to continue investing in those tools if they’re earning an ROI for you.

Now, the typical way people think about “return on investment” is in a financial way, and your tools could certainly work to create new revenue – but they could also pay a return in other ways, like by saving you money, effort, or time.

I highlight that because I think focusing solely on a monetary concern will not only limit the tools you have at your disposal, but it can also be shortsighted in terms of crushing your longer term goals.

The next piece of advice I have for selecting the tools in your techstack is to focus on the role they will play.

You almost want to think of the tools you use as actual employees you’re casting into a role.

This’ll help in a few ways – first, it’ll help you get clear on the expectations you have for that tool.

And second, it’ll serve as a reminder of why that tool is valuable – because there will come a time when you question it, or when there’s a bug of some sort; and it’s important to be able to go back to it and recognize that this tool works around the clock and doesn’t take days off.

And finally, I’ll leave you with what I think is the most important lesson – small business is about crafting journeys.

(What’s a journey?)

The experience you create for your customers is what sets your business apart from others.

So if we recognize that, then the tools we use should be designing and supporting the journey we create for our customers.

And to zoom out one level further – that means that we, as small businesses, or as entrepreneurs need to spend time getting clear on the existing journey our customers are already having.

Then, ask yourself what it should look like. Try and visualize what your perfect customer journey would entail – if you only had one customer, and you could give them all your attention, what would that feel like?

That’s the blueprint.

(Here’s a case study) of how a tech stack can support an end-to-end customer journey.)

Once you have both of those it’s time to go to work narrowing that gap.

The tools you choose are how you build the customer experience blueprint.
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Greg Jenkins is the founder of Monkeypod Marketing, where he focuses on empowering entrepreneurs through virtual courses and educational resources.

In addition to small business and marketing automation, Greg is a semi-professional dogsitter; he loves hiking, traveling, watching basketball, and binging netflix. And dogs, did we mention dogs?

Anchoring Agility While Staying Committed to Outcomes

How to Stay On Track … Even When Stuff You Could Not Imagine Upends You

It feels that in business as life, the only predictable is the unpredictable!

Dynamic markets, the internet, information products, bill boards, news cycles, natural disasters, the media influences your every waking moment: it has become near impossible to focus on goals.

There are just too many distractions competing for your time and money. A lot of sameness!

So how can you get stuff done?

How can you respond, instead of react, adapt and adjust without giving in? How can you avoid being derailed?

The answer seems to lie somewhere in between the following:

1. Training for short sprints while having the marathon in sight.
2. Setting and rewarding the achievement of short term implemented goals, without beating yourself up over a delayed long term vision.
3. A willingness to become agile or flexible as the marketplace stutters, starts, shoots then withdraws.
4. Having patience with yourself, your vision and most of all with others. I know its easier said than done!

A search for market congruency with your goals may reveal that timing to move forward on a project is not yet right, but that does not mean you should abandon it. A lack of congruency may be a hint that even a delay will become beneficial. It may suggest that more input from market influencers is needed to get your outcome just right!

Insight and commitment from team members, stakeholders and other outside groups may shape the ideal or unique path you should trek for goal fulfillment. Their influence will also provide insight on the feasibility and the timing of your results.

Your access to financial and other resources will determine how quickly you can implement and leverage any short windows of opportunity that exist. Some opportunities may be fleeting at best, but without an agile strategy you will not be able to leverage them to advantage.

So your basic strategy should be: to be always “in training” becoming action ready for passing opportunities that can leap your outcomes forward while anchoring your intent. Tell us what you think. Click Here to get your Blueprint on Enterprise