You can never do this enough!

For many, including me, December is filled with excitement and traditions. Seasonal decorations waft the scent of fresh evergreen and cinnamon. Festive gatherings shimmer with glittering outfits, lights, candles and gift wrap. Specialty dishes and fancy beverages are served on festooned holiday tables.

Clearly, holiday celebrations are important to us! We plan and execute them with glee and gusto!

So why not extend that glee and gusto to your ideal clients?

As a marketing expert, I advise clients to focus their attention and marketing efforts on their ideal clients, and tailor their marketing plan to serve the needs of those clients. This time of year, your marketing plan should include an expression of appreciation.

Know who you are marketing to
It’s foundational to know who you are speaking with. Who would you love to invite into your business with glee and gusto?

And like your holiday celebrations, you may be surprised at how things may have changed for your current clients. Just as the kids around the holiday table get taller and older every year, have different interests, and want to have different conversations, so do your clients. As your clients’ lives and businesses mature or grow, there will be different needs and new conversations. Are you ready?

Your annual review – a checklist

•  If it’s been a while since you last did this, take a fresh look at who your ideal client is now. Do this together with your client-facing team members. They will bring different perspectives.
•  Then schedule an annual review of your business’ ideal client. It ensures your messaging is speaking directly to your customer, client or key centres of influence. You could pick a fav holiday time for your annual review, like ahead of Thanksgiving, the New Year, or any time that makes sense for the cadence of your business.
•   And just like Santa, make a list! Who’s on the nice list? How will you celebrate them?
•  Consider any changes that may have impacted your client’s business in the last 12 months. Has their business grown, or shrunk? Are there new players you need to get to know?
•  Also, note which clients no longer fit. Forget about the coal… and release them or introduce them to a right-fit provider for their needs.

December is a perfect time to reflect on the progress you’ve made in 2023… the new relationships you’ve developed, and the capabilities you’ve gained, personally, or cultivated through your team.

 Read Blog

For a list of 10 proven ideas to show appreciation and delight, read our December blog.

You can bet we love all the red-themed holidays and enjoy celebrating our clients all year long.

To your success!