Brown Bag Lunch and Learn focuses on Strategic Planning

Strategic planning shouldn't be something companies dread said Carol Rovello of Strategic Workplace Solutions during her presentation at January's Lunch and Learn.

Too often strategic plans are tedious lengthy documents that gather dust on a shelf, but approaching the process with simple tools and process can make strategic planning beneficial for businesses of all sizes.

"Only when you think strategically can you identify the organizational direction that has the best chance of leading to business success," Rovello said. "It is important to remember that your strategic plan should be fluid."

Steps to strategic planning:

1. Define where you are, where you want to be and how you will get there.
2. Examine pertinent data (internal and external)
3. Explore strategies
4. Implement the plan
5. Monitor and revise as needed
6. Evaluate your results

Rovello recommended a SCOT (strengths, challenges, opportunities, threats) analysis in place of the traditional SWOT. (strengths, weaknesses, opportunities, threats). A SCOT analysis takes a broader approach. "Not all challenges area a sign of weakness," she said.

Additional tips:

• If you are solo, get trusted advisers to help you in the planning process. Outside input is helpful.
• Take a collaborative approach but remember you don't need consensus on everything.
• Make sure someone in the organization is paying attention to what is changing in your business environment so that tweaks can be made to the plan.
• Even a basic written plan can be beneficial to an organization with employees. Ensures that people have a clear picture of how their work fits into a bigger plan. Without a written plan, too much can be left to interpretation.

Download a pdf of the presentation which includes a strategic plan and action plan template.

Networking strategies from ActionCoach Bill Gilliland

A packed crowd once again turned out for the Chamber's monthly Brown Bag Lunch & Learn session. This month ActionCoach Bill Gilliland offered tips for making the most of networking opportunities.

Bill proposed that networking should always be part of a marketing plan. How much focus and energy you devote to networking depends both on your business and your personality. Being successful in your networking efforts depends on your being confident and prepared.

"The first thing you need to do is prepare a networking strategy," Bill said. "Just showing up isn't enough." A networking strategy should include your overall goal for the event such as how many people you'd like to meet, a plan for what networking opportunities you plan to attend and what you want to get out of the connection.

Secondly, have questions prepared and practiced. Look for a common bond. A networking event is a good place to start the relationship - to engage, not to sell.

Observing is also key to success at networking events. Gilliland suggests looking for influencers in the room. Even if they are not in your target market they can help you get to your target market. Also, approach an individual or group when they are open. If you jump in to soon, you will have a hard time entering the conversation or being well received.

It is also important to be assertive. Give out your cards when asked for them. "Being assertive means asking for the next step," Gilliland said. That next step might be asking to meet them for coffee, adding them to your database or just encouraging them to stop by your business.

The most important thing you can do is follow up - right away. Keeping track of contacts can help you manage your follow up efforts. The group reiterated that you don't need a complex system for follow up. A notebook or accordian file can work. The key is to find a system that works for you and keep up with it.

"Continue to invest in yourself - that's how you'll grow your business."

Introduction to Online Profiles for Small Businesses

"Creating, optimizing and maintaining your online profiles makes your business more popular," said Jen Vandewetering of WordJack Media at November's Brown Bag Lunch and Learn on Online Marketing. 

Managing your online profiles helps you get better rankings and help people looking for products and services find your business easier. It is an ongoing process which should be expanded and refreshed regularly.  

"If you aren't doing it, no one else will," Vanderwettering said. 

She offered the following tips:

1. Keep citation information identical on every profile. (name, address, phone number, etc.)
2. Be unique in business write-up, description or biographical information. Make the profile specific to the site.
3. Fill out every field and include targeted keywords where appropriate.
4. Upload photos, videos, etc.
5. Ask clients/customers to leave positive reviews and reward them for it.
6. Update profiles often.

Some places to start: Google+, Yelp, Yahoo! local, Superpages.com, Yellowpages and industry specific sites.

Resources:
http://www.ubl.org/
HOW TO: Manage Your Online Reputation Using SEO
http://www.wikihow.com/Create-an-Engaging-Online-Business-Profile
http://about.wordjack.com/blog 

 

First step to social media: get a strategy

Many people are using social media but have no idea why they are doing it, said Terri Morrin of integritive, inc. at last week's Brown Bag Lunch and Learn session on online marketing which included presentations by Jen Vandewetering of WordJack Media and Justin Belleme of JB Media Group .

"First - forget all the tools - you need a strategy," Terri said.

Social media should be an extension of company strategies and should drive an already established objective. "You wouldn't put up a billboard without some sort of tie back to a company objective," Terri said. "Think about how Facebook, Twitter, etc. can help you with your corporate strategy."
 
The panel posed the suggestion that only 25 percent of your social media content should be promotional. And the other 75 percent? 

• Things your audience is interested in, 
• Related to your business, just not a hard sell. 
• Be generous, engaging and interesting. 
• Think about what your business has an affinity for.
• Ask questions, 
• Provide good industry content
• Sharable content such as photos, videos, etc.

 Additional resources on developing a social media strategy: 

• 4 traits business-to-business social media success stories have in common
• Andy's Answers: What questions should I be asking before launching my social media program?
• Behind the Scenes of 4 Hot Social Media Campaigns
• 8 Quick Tips for Developing a Facebook Marketing Strategy
  How to Make a Social Media Plan for Your Business | SBA.gov
• 5 Ways Strategic Social Media Can Help Small Businesses
   

Have a tip or resource you'd like to share? Leave a comment or join our discussion on LinkedIn 

The next Lunch & Learn session will be on Networking Strategies, Dec. 5th. Free, please RSVP