Adapted from authentic, dynamic, savvy: Modern marketing for business success by Rachel Allan

Business success can be created by continually reviewing your research, strategy, campaigns and funnel and then pivoting your business to stay relevant.

Within the pages of Authentic, Dynamic, Savvy: Modern marketing for business success, you will find the tools to have the confidence to be able to control your business and move towards success. To undertake the process of review and pivot with effectiveness.

In order to make decisions in your business you need to be:

  1. Take responsibility for your results

When your marketing works, celebrate it. When it doesn’t, own it, review it and try again. You are the business owner, so it all starts and ends with you. Even if you have someone else looking after your marketing, you still need to take responsibility for the outcomes.

  1. Receiving feedback

As a business owner, you need to be open to receiving feedback – especially from your customers. Being able to innovate your offerings based on the needs of the people you would like to serve. This time of review will lead you to filling gaps in the market and the needs of your customer.

  1. Improving your business

Business is not stagnant – you need continuous improvement based on customer feedback and also what you see happening in the world around you. Being flexible enough in business to be able to do this, at times quickly is critical.

  1. Being confident in the data

Numbers don’t lie – although sometimes the interpretation of data can be skewed. Mostly though you should have confidence in the numbers in your business – especially the bottom line.

Reviewing and pivoting allows you the opportunity to do a 360-degree review of your marketing and your business foundation. We should be doing this regularly and looking at our business objectively. If you are not reviewing your plans regularly, and making the pivots which are needed, you might be losing out on possible opportunities for growth.

To determine the effectiveness of your marketing activity, it is important you measure the outcomes – measuring against the goals you have set for yourself. After seeing the results you may need to change an aspect of your business or your marketing to stay relevant to your customer.

It is critical at this time to remove any emotion we may be attached to, or outcome we are hoping for. Being honest to yourself and enabling us to let go of something if it is not working or strengthening what is working. Is critical to business success.

Choose to review and pivot to:

  • Achieve your dreams and create business success
  • Improve marketing outcomes
  • Maintain your uniqueness, pivoting as you need to
  • Celebrate goal achievement

Often, marketing is about having an idea, putting a measurement against the idea, implementing it and then reviewing. There is no one-size-fits-all solution for every business option and, even if there was, the marketplace changes so much that what works today wouldn’t work tomorrow.

You will have greater success, and it will cost less money, when you have planned out your marketing.

Effective marketing will lead you to business success. Campaigns provide a framework guided by a strategy that is informed by a researched plan. Funnels ensure implementation and prove your research, strategy and campaigns. Reviewing and pivoting your business and marketing leads to continual improvement.

Authentic, Dynamic, Savvy - the book

Look, inauthentic old-school marketing just doesn’t work these days. You need modern marketing. In fact, you need a ground-breaking system that blends proven, cutting-edge marketing strategies with potent mindset work.

Rachel has created this innovative system, and she shares it with you in Authentic, Dynamic, Savvy.