Finding your business' unique story isn't always as easy, but it is absolutely essential to define your purpose before embarking on your marketing and social media strategies. Far too often, small businesses spend both time and money on the quest for more leads or customers without first defining why those customers should choose them in the first place.
It is a treasured feature of strategic planning: the SWOT analysis. The exercise is supposed to enable you to assess your business' strengths, weaknesses, opportunities, and threats to create goals that are attainable and that minimize risk and inefficiency. I'll concede, it can be useful when used properly but most of the time it is not. I advocate swatting it away altogether.
Many nonprofits, small businesses, and even large companies, are itching to take on expanded social media, content marketing, and digital campaigns without the necessary research that ensures a message will resonate with the target audience, regardless of the format in which it is delivered.
What nonprofit (or small business) doesn't want to raise awareness? Where nonprofits get stuck is in making awareness a goal and not a strategy. This vlog shows awareness in a new light.