5 Business Resolutions to Focus on All Year

The arrival of a new year often comes with the tradition of setting resolutions or goals. When it comes to your business, the value of goal setting is creating a clear direction for your company’s growth—but determining what goals to set isn’t always easy.

Business strategist Tony Robbins says

“you’re always managing two businesses: the business you’re in, and the business you’re becoming.” 

So it’s no surprise that it can be intimidating and time-consuming to establish your goals. However, taking the time to reflect, plan, and document your goals can make them even more achievable.

Our 5 Business Resolutions for 2022 will help you create a brand strategy and consistent communications, update and maintain your website, get the most out of partnerships, and more.

1. Focus on the fundamentals.

It’s easy to skip over brand strategy—the foundation for your business—and skip ahead to the fun stuff like logo design, color palettes, and typography, or even jump into marketing. However, it’s important to invest the time upfront to understand what you do, how you do it, why you do it, and who your customers are. 

Brand strategy should include:

  • Your brand’s core
    • Your brand’s purpose: why do you exist?
    • Your brand’s vision: where are you now and where do you want to be?
    • Your brand’s values: what are your guiding principles?
  • Your brand’s position
    • Target audience: who is your customer?
    • Market: who is your competition?
  • Your brand’s persona
    • Personality
    • Voice

Branding helps you understand who you are and acts as a blueprint to help you communicate with people you want to hire and people you want to sell your goods and services to. Branding impacts everything from your marketing strategy to content to culture. You may achieve success without branding, but the path will be far easier and success more substantial if you resolve to focus on the fundamentals and build a solid foundation for your business through brand strategy.

2. Conduct a design audit.

It’s always a good idea to make sure your branding is consistent, on strategy, and up to date. One way to accomplish this is through a design audit. Think of a design audit as a check-up for your brand. It’s an opportunity for you to make sure your business is expressing itself the same across all channels—website, printed materials, social platforms, presentations, and more. 

Even though it’s called a design audit, you are not limited to visual content. You can focus on just the website, for example, or the full brand—including visual, verbal, and written communications. The more content included in the audit, the more consistency you’ll implement across the brand.

Design audits are intended to get your team members on the same page by identifying inconsistencies that may have surfaced over time due to various reasons. 

When should you conduct a design audit? It’s a good idea to review your visual communications each year, but  these are also good times to consider a design audit: 

  • Your business has experienced growth or a change in market
  • Your organization’s visual style is becoming muddied
  • You’ve hired new team members that are contributing to the brand
  • Your team members are receiving the same types of questions from customers
  • Your website conversions are unusually low
  • Your website is 2 or more years old

Brand inconsistencies can lead to consumer confusion and distrust. By implementing a partial or full design audit, you can catch inconsistencies and make a plan to remedy them before they get out of hand.

3. Invest in your website.

If you’re already in business and don’t have a website, there’s never been a more important time to invest in one. Many brick-and-mortar businesses created, improved, or relied on their website in order to stay competitive during the COVID-19 lockdown in 2020. And Facebook’s temporary outage in late 2021 demonstrated just how vulnerable your business’s information can be if you rely on that platform as your only online presence. If you’ve ever questioned why you need a website if you are already operating successfully using Facebook, we covered that in a previous post.

Why should you invest in a business site if you don’t already have one?

If your business already has a website, that’s great! But ask yourself, “Am I truly investing in my website?” It’s important to remember your site is a living, breathing thing. It’s not something to set and forget.
  • Review the visual appearance and user experience. You can be the best in your field, but if your website doesn’t reflect this, there will be a disconnect, loss of trust, and potential customers will move on to your competitors.
  • Make sure it’s mobile-ready. About 54% of all website traffic comes from mobile devices. Search engines have started to selectively present users’ results based on their device type, so if customers are looking for you on their mobile devices and your site isn’t mobile-ready, then your site may not show up in their search results.
  • Check your site speed. Google and consumers like websites that download quickly. Depending on your site, you may or may not be able to improve speed. It’s worth checking every so often in addition to your site analytics and making plans accordingly.
  • Update your content. We mentioned earlier that your site is a living breathing thing. It’s meant to be updated. Make sure your website design and marketing plan includes a method for introducing new content to your site. This can be a blog, news updates, or weekly announcements like product updates or service specials. A site that’s consistently updated will keep the attention of frequent visitors and rank higher in an internet search than one that’s not. A site that sits stagnant for too long risks poor search engine ranking results, an increased likelihood of outdated content, and people may question if you’re actually in business. 
  • Invest in routine maintenance. Maintenance happens behind the scenes and is different than content updates. Maintenance focuses on keeping the site healthy and operating optimally. Plans vary based on providers and the level of support you want. Our basic maintenance plan includes monthly reports with basic Google traffic analytics and updates to plugins, themes, security features, technical issues, and site backups.

4. Set SMART goals.

Establishing a goal to create goals may sound a bit silly, but it will pay off in the long run. Goals help you make focused and consistent decisions when it comes to your business and your marketing efforts. If you haven’t already reviewed last year’s accomplishments, this can be a good place to start when setting new goals. 

Ask yourself:

  • What worked and what didn’t?
  • Did I prioritize correctly? What efforts will matter the most this year?
  • Did I collaborate with the right people?
  • Did I set clear expectations?
  • Did I track my progress?

As you reflect and jot down notes and goals for the upcoming year, revisit them to make sure the goals you set are “SMART.” SMART goals are specific, measurable, attainable, relevant, and time-bound. When your goals include these five criteria, you’re more likely to set yourself up for success. 

For example, a typical business goal might be “I want to increase sales.” Turn that goal into a SMART goal and right away you’ve developed a realistic plan for how you will achieve it—you just have to implement it. 

Here’s an example of what that goal might look like as a SMART goal:

I will invest 20% of my profits in a 3-month Facebook campaign focusing on a 90-mile radius from my business starting July 1. On September 30, I will review our sales and determine the next steps.

  • Specific: Clear and focused on one target
    • Example: I’m going to invest 20% of my profits in Facebook ads.
  • Measurable: Quantifiable with an attached metric
    • Example: My goal is to increase sales by 30% in 3 months.
  • Attainable: Realistically able to be achieved
    • Example: My team can manage that increase before we need to consider bringing in help.
  • Relevant: Tied to a broader business or marketing goal
    • Example: I want to do more business within a 90-mile radius to reduce time away from my family.
  • Time-bound: Attached to a deadline
    • Example: I’ll start the campaign the first of July and reevaluate at the end of September.

Establishing SMART goals creates clarity, a sense of direction, and a way to measure your progress and the impact of your efforts.

5. Get a little help from your friends.

Beat burnout and the anxiety that comes from wearing too many hats by delegating and learning to be OK with outsourcing. Before you roll your eyes and think to yourself, “Here comes the sales pitch,” take into consideration the fact that your time is truly a nonrenewable resource. And on top of that, studies suggest that a love of what you do can lead to burnout—a trait common with many entrepreneurs and mission-driven professionals.

When determining whether it makes sense to take on a task yourself, to delegate, or to outsource to a professional, compare the value of time invested against the expected expense. 

Ask the following questions

  • How long will it take you or a team member to accomplish the task?
  • What is the expense associated with that time? (don’t forget to factor in overhead)
  • What are the opportunity costs—what won’t be done because we’re doing this instead?
  • Will the work be completed by someone with experience or a novice?
  • Could we incur unexpected expenses to fix mistakes?

It’s also important to ask yourself, “Is this a task I need to do or a task I want to do?” This shines a new light on the decision at hand. Ask yourself “Will this provide an opportunity to learn a new skill that will directly benefit the company?” If the answer is no, you should carefully consider whether this is truly a budgetary concern or an opportunity to better invest your time to benefit other company goals. Outsourcing can help you stay focused on the important tasks associated with running, maintaining, and growing your business and expand the capabilities and productivity of your team, allowing you to reach your goals faster.

It’s a lot to think about, but tackling all 5 of these actions will set you up for unprecedented success this year and in the years to come. Need help? Give us a call at 423-239-5431 or fill out our contact form.

We look forward to collaborating with you.

Your subscription could not be saved. Please try again.
Your subscription has been successful.

Get 30 Days of Social Prompts

Get a new prompt idea every day to help you invigorate your social media marketing.

We use Sendinblue as our marketing platform. By Clicking below to submit this form, you acknowledge that the information you provided will be transferred to Sendinblue for processing in accordance with their terms of use