What do you want to accomplish?

This is one of the first questions we ask organizations we work with. We want to know, as a company or brand what are your overall objectives?

Once the goals are written down you can spend time creating potential paths to reach them. A good way to develop the roadmap is to look from the goal backwards.

Example Goal: Increase brand awareness and grow new business revenue in vertical X

Goal Achievement: Three anchor clients in X and 80% increase in website visitors and mentions on social sites.

Paths:

New clients came from-

• Webinars targeted to vertical X to generate opt-in subscriber base.
• Email campaigns to subscribers lists in vertical X with relevant information to their topics and industry.
• and clear calls to action.
• Referrals from existing fans.

Website visitors came from-

• Launching corporate blog with sharable content for your industry.
• Responding to folks talking about your company, competitors, and industry on the web through creating listening channels.
• Building company profile in Linkedin and encouraging employee participation

Imagine a year from now, you have achieved your successes and Fast Company interviews you. They ask you, “How did you do it and what steps did you take?” “What was your secret?” Your answer to those questions from the perspective of having already done it gives you more clarity because hindsight is, well you know.

What are you going to accomplish next?

photo credit: Zach Dischner