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I have crystal clear goals for my business.
NOTE: General goals such as "Make as much money as I can" are not what we're looking for.
Are you able to explain how your business stands out from your competition?
I've nailed down my unique selling points.
I'm getting there, but it's a bit fuzzy.
Stand out? I just work hard and hope that's enough.
Are you able to describe in detail who your ideal customer is?
NOTE: "Anybody can be my customer" is not a good answer to this question. We're looking for the detailed description of your most profitable types of customers.
Yeah, I even have it written down.
Yes, but I haven't taken the steps to write it down.
I honestly haven't thought about it.
No, I really have no idea.
Have you mapped out the steps to achieve your goals?
Yes, I've got a detailed roadmap.
I've got some steps, but it's not complete and I know that.
I'm not sure what to do. I need help with this.
Have you identified your customers' pain points?
Absolutely, and I've got solutions ready.
I've got a few pain points, but not all.
Pain points? I need help finding those.
Do you have a clear picture of your business' finances? As in, do you know your business' numbers?
Yes, I keep track of everything.
Well, I can tell you what my revenue is, but not much more than that.
No, it's a mess!
Is your messaging speaking directly to those pain points?
You bet! My messaging hits the right notes.
I'm working on it, but it's not perfect.
I know it's not hitting the right notes right now.
Based on your goals and revenue, do you know how much you should be budgeting for marketing and advertising?
Yes, I have a clear idea of what I should be budgeting on marketing and advertising.
It's still a bit unclear.
I honestly have no idea.
Strategy Total Points
Do you have a logo and tagline ready?
Do you have a website?
Still working on that one.
Does your logo and tagline speak to the experience your customer is looking for?
Yes, my logo screams customer experience.
It's more about what I like, to be honest.
Can visitors easily find calls-to-action on your site?
You bet! CTAs are everywhere they should be.
I have CTAs, but they're not on every page.
CTAs? Where should they be again?
Is your website a conversion machine?
Absolutely! My website converts like a champ when it gets traffic.
I get queries on my website occassionally, but not often even when I have a lot of traffic to my site.
I have a website, but it doesn't do much for my business.
Is your brand look consistent across all platforms (such as website, social media, etc.)?
Yes, my brand identity shines through.
It's somewhat consistent, but not perfect.
I just go with what I think looks good, but it isn't consistent across different platforms or anything.
Branding Total Points
Does your business have separate business social media accounts from the owner's personal social media accounts?
NOTE: On certain platforms such as Facebook and LinkedIn, these pages will be LINKED to the owner's personal pages, but they should still be separate.
No, not right now.
Are you consistently posting content online?
Not right now.
Is your content reeling in leads on social media?
Absolutely! Leads are flowing in consistently from our unpaid social media content.
Some leads here and there, but could be more.
People just don't know we're here.
Can potential customers make informed decisions based on your content?
This content can be on your website, on your social media, automated emails, free downloads or any place that leads can easily access online.
Definitely! My content guides their decisions.
It helps a bit, but needs improvement.
No, every customer who works with me has to call us or have a meeting with us to decide to work with us.
Was your website made with your different types of ideal customers in mind?
Do you offer a free download or tool to capture emails on your homepage?
Yes, I've got an awesome freebie
It's in the works, but not ready yet.
No, we do not currently have a free download or tool to capture emails.
Are there clear pathways for different customer types on your website?
Absolutely! Paths are well-defined.
It's a bit unclear, but paths exist.
Paths? Not sure where they lead.
Is your content diverse enough for different customer groups?
Yes, I offer a variety of content in different formats.
There's some variety, but could be better.
Our content is mostly one type of content format (such as mainly written word or video, etc.)
Not really sure what this even means.
Content Total Points
Is your business out there advertising?
Definitely! I'm getting my brand out there.
I've tried, but it's not constant.
Advertising? Not my thing, really.
Have you set aside the budget for marketing and advertising?
Yes and we use it every month.
Yes, we have a budget for it but just not sure how to use it effectively.
We just don't have the budget to be spending on marketing and advertising yet (or right now).
Is word of mouth how people mainly find out about you?
Absolutely! Word of mouth is huge.
It's a mixture of word of mouth and other ways.
Word of mouth? Not my main source.
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