A new year means it is time to raise the bar on your business goals. But, what does that actually mean for your woman-owned business, you ask? It means it is time to review what has worked last year and capitalize on that progress and prepare to kick-it-up a notch. There are 3 business trends this year that will help catapult your company if you are willing to think differently and act on them. 
These trends may not sound new to many, but putting them into serious practice is what determines your success. For example, the first trend that can have a major impact on your business is to marry your sales and marketing efforts once and for all. Let me explain.
As a business coach, I meet with many business owners to discuss branding, marketing, and sales strategies. Often, actually too often, these meetings begin as though each process is completely separate from the other. In other words, a meeting titled strategic marketing rarely brings out the sales data and until I insist on it. Many CEOs, business owners, entrepreneurs get so caught up in the marketing of the business they lose track of how sales will incorporate the strategy. Does this sound like you or your business? Do you worry about where to advertise - print, web, radio, etc. - how much to spend on marketing - anything from logo to print materials to website - and how or if your brand is being embraced?
I can almost guarantee that this is you because it is an accurate description of most entrepreneurs, female or male. Think of how different the conversation would be if every discussion married marketing and sales. No matter how big or small your company is someone is doing sales. It doesn't matter if this person (or persons) make commission only or are paid the lion share of profits from sales. Salespeople must be part of your marketing strategy. They know what is working and what isn't and they are your first and really only true connection to your customer.
Please don't tell me that once you have determined your marketing strategy for the year (quarter or whatever) you will call a sales meeting and fill them in. I've heard this more times than I can count and I will tell you that it is time to get your marketing and sales teams together - at the same time - so that they will be on the same page and completely in sync with the overall company plan.
The second business trend is the price and value focus that all customers accept. I know that you believe that you clearly communicate the value in your price. But, today's consumer is more skeptical than ever and believes that almost everything is a commodity that can be purchased somewhere else for less. So, what can a savvy woman entrepreneur do to compete in the pricing wars and convince her customer that the value in her price is working with her? Exactly! The answer is in the question. People do business with people not companies. It is a lesson I learned early and that I teach my clients to pay close attention to. Of course, if you are actually selling a commodity - groceries, gas, clothes, etc. - you will have to work very hard to let your customer know that the value in your price is the customer service your business provides that other operations, just like yours, don't. But, if like many of my clients you are selling a service the price/value equation can be summed up in one word YOU. However, it is up to you to communicate this as often and in as many ways as possible....which brings me to the third trend in business: combining your blog content (and all content) with your communication.
Once again, this may sound completely intuitive to you, but it is surprising how many businesses spent hours a week creating content on the web with blogs and white papers and then communicate something completely different to their customers. Recently, I met with a potential client who was very proud that he was creating so much content on his website. When I asked him what the content was about he said, "I'm not exactly sure as I hired a firm to write about industry trends in my field and they are well respected for their knowledge." I then asked him who he thought was reading his website and blog and he told me he hoped his customers and potential customers were finding it. Unfortunately, I had to tell him he was not marrying his content with what he was communicating and, in my opinion what he was spending on creating content was probably a complete waste of money. You guessed it. I didn't get the business. But, I don't enjoy working with clients that don't want to get out of their own way anyway ....but, I digress.
I know that blogging can be highly successful and profitable. I blog and have been for more than five years and it is through my blogs that I gain customers all across the country. But, my content is what I communicate in my work. The fake it until you make it slogan doesn't work here. You must communicate your content from blogs to website to marketing materials to advertising to salesperson to customer. One message that is clear and simple and easily shared.
Women entrepreneurs have a greater opportunity than ever to succeed this year as long as we are willing to put ourselves on the line and take action to incorporate these three business trends.
