Analysis

As I mentioned in my October 2011 newsletter, we're taking Sunstone Solutions into some new directions. Our decision to do this was based on looking back on previous years of business: what worked and what didn't. It was also based on looking more broadly at the web industry and how it relates to and can be used to advantage by businesses.

Our year-end strategy is to get the word out about our new services. We're using effective and economical online resources: a website, a blog, email marketing, and social media. All of these tools together cost much less over the course of a year than printed advertising and can reach anyone with an internet connection.

With print advertising, it could take weeks or months to see the results whereas online communications have associated statistics for tracking web traffic and email send, open, and click-through rates, so we can easily see the results of our efforts.

We're using a blog and a newsletter to provide you with information you can use while in turn also seeking your feedback, questions, and ideas. This will help us refine our planning for 2012 and make sure we're offering services that businesses need.

Goal Setting

Once we have the data, we can set new goals for 2012. We'll set a financial goal, but also focus on increasing newsletter open and click-through rates, Facebook and Twitter follows, shares, and likes, newsletter sign-ups, website traffic, referrals and recommendations, and blog commentary. To us, it's important to get the word out and to build a relationship with our customers and followers.

Strategies and Planning

Part of our analysis work has been reading from trusted sources, viewing competitor sites, and trying to view our business from the outside looking in. This has caused us to refine our strategy to focus on and better promote our strengths.

Our tactical planning includes a website overhaul, compelling content, better search engine optimization, and continued promotion through social media and networking opportunities. Planning also includes quarterly, monthly, and weekly tasks, each with associated goals and cost analysis. These timelines also help us meet your expectations.

Turkey is Good for Something!

Sometime this coming Thanksgiving weekend, whether you're in your favorite chair with your feet up or walking off your indulgences from the turkey feast, start looking back on 2011.

• What worked and what didn't?
• What can you do to improve?
• What ideas, plans or projects didn't get off the ground? Are they still viable?
• Were you happy? Were your employees happy?
• Did you reach your financial goals?

Look to 2012

Start an informal list and keep refining it, even throughout the chaos of the holiday season.

• What are your goals for the business?
• How is your industry changing?
• What changes or investments might you need to make to grow the business?
• What help do you need and where can you find it?

 By January 1, 2012, you'll have a plan and renewed energy to channel into your business for a highly successful new year.