When it comes to marketing your business, there are two very different kinds of initiatives—enabling and ongoing. But both are equally important. Do one without the other and your business development plans will fall flat. 

That’s because the two initiatives need each other and feed off each other. One acts as the foundation (enabling), the other as the execution (ongoing). Both are essential for successful business growth. To better understand why, let’s take a deeper look at each type. 

Enabling initiatives are your foundation
 

Enabling marketing initiatives are the creation of your overall growth strategy, programs, systems, processes and plans. It’s the research you do into determining your target market; and it’s the time you take to understand your market’s needs in order to deliver a product or service that they will buy. It’s the drafting of your business plan, the development of your key messaging, the building of your website and the writing of case studies.

Many business owners underestimate the amount of time and work that must go into creating these enabling initiatives. It is not meant to be a simple process; after all, every business development effort your business undertakes will stem from those enabling initiatives. Without them you have no plan and are simply throwing various business development tactics against a wall in hopes that something will stick.

But marketing is not an “if you build it, they will come” kind of situation. That only works in Kevin Costner baseball-themed movies. In business, you need to find an effective way to tell your audience that you have built it or they won’t know that they need to come. This is where ongoing marketing initiatives come in.

Ongoing initiatives are your execution
 

Ongoing initiatives are the activities you do to market the business on a regular and consistent basis. This can mean blogs on your website that showcase your expertise and boost your SEO (and therefore your presence with Google), sending out regular newsletters to your mailing list, attending networking events, engaging on social media or paying for advertising (to name just a few). All of these activities must be done regularly and be on message while speaking to your target market — details that are determined by creating enabling initiatives.

Have remedial plans
 

One final note on the subject: it’s important that both enabling and ongoing initiatives never be set in stone. Because sometimes the best laid plans can go awry. Despite thorough research and planning one or more ongoing initiatives may fall flat. If that’s the case, you’ll need to revisit your enabling initiatives to figure out what you can do differently. The opposite is also a possibility — ongoing initiatives may be so successful that some may need to be temporarily aborted so that your business can catch up and meet demand.

 

Documents from the CRA can be confusing. We’ll help you sort out the difference between a Notice to Reader, Financial Statements and Audits in our next blog.

Share this

Latest Insights

Recent posts from our blog

How to plan for seasonal variances in your cash flow

Have you noticed unexpected seasonal variances in your company’s cash flow? If your business is seasonally-based (a lawn care or snow removal company, for example), it’s normal for your cash flow to vary depending on the time of year. Unfortunately, many companies who shouldn’t be affected by the seasons still experience peaks and valleys in […]

Organizational growth and restructuring: Is your business ready to take the next steps?

Are you planning to take your business to the next level? Before you start growing your company, you need to ensure that your organizational structure is prepped for this major shift. Don’t just jump in head first – make sure you follow our key prep tips to keep your growth sustainable and successful.   3 […]

Do you have a file you need to send to us? Would you like to make a payement?