Will 2007 be the year that you achieve more of your personal and business goals?

One thing is for sure, the start of the year is the perfect time to try something new to revitalize your marketing – and your business – and get you further along your path to success.

I’ve got some great ideas to get you started.

Focus on business development. Too many business owners just take whatever business walks in the door, or comes through casual referrals. This is a risky strategy for business growth. This year, take an active role in finding new customers. Then let your business development drive your marketing plan and the tactics you use. 

For example, if you’re an interior designer who wants to develop a referral base among architects, then be where the architects are – advertise in their trade journals, or attend their association meetings.

Get networked. I’m not referring to your computer systems, although networking those is a good idea too.  I’m talking about getting out of your office and meeting people who are potential customers or referral sources for you. 

There are many networking groups around – from Chambers of Commerce to groups such as the Network Exchange Team (NET) – so it’s relatively easy to find one that meets at a time and place convenient for your schedule.

Volunteering is another great way to meet new people and expand your network while you do good for others.

Get smart. When was the last time you learned something new? And when was the last time you learned something new related to your business? Take a class in 2007, perhaps a workshop run by your industry association. You can also sign up for a variety of online newsletters that deliver news you can use right to your desktop. These actions will help you gain new perspectives.

Do something you’ve been meaning to do. Have you wanted to move your company into a larger space?  Add a new product line? This month, take the first step to make it a reality.

If it’s a new space, call a real estate agent and set up an appointment. Call your accountant to review your financials so that you can develop a plan for affording the new space. If it’s a new product line, make plans to attend the nearest industry trade show, so that you can learn more about which new products are best given your customer demographics. These small steps will get you closer to your goal.

Ditch what isn’t working. Spend some time reviewing what you accomplished in 2006. Then take a look at what you tried that didn’t work.  Maybe it was advertisements that you ran in the local papers that didn’t bring you any business. This year, take those funds and put them towards your focused business development efforts.

Learn about the new media.  Never read a blog or listened to Internet radio? Don’t know what RSS or search engine marketing can do for your business? Make 2007 the year you discover how these tools work, and how other businesses are using these tools to communicate with their prospects and customers. As it makes sense for your business, start to use some of the new media in your marketing mix.

This column appears in the January 2007 edition of Union County Voice magazine.

Ms. Kasprzak, principal of Advantage Marketing & Associates, is a certified management consultant.  Advantage Marketing works with up-and-coming businesses that lack focus in their marketing and are struggling to reach their target markets. Clients get creative and practical marketing solutions that attract prospects and turn them into customers.   Loraine can be reached at LKasprzak@advantage-marketing.com or 908.233.6265.

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