Review This Year’s Digital Marketing Results to Motivate You for 2018 Goal Setting

It’s easy to get caught up in day-to-day operations and lose sight of the progress made from the start of the year to the end. As 2017 winds down, review your digital marketing metrics from the past year to illustrate the improvements that you have accomplished.

This serves two purposes:

  • To benchmark what initiatives were effective and which efforts had little impact. Organizing these lessons learned will assist you in being more successful in the new year.
  • To serve as a motivator for setting a plan to meet next year’s goals. After all, if you’ve made significant accomplishments this year, why not do it again next year too?

Most trainers, consultants, and professional coaches slow down at year’s end.  Use some of that time to reflect and then use that reflection to propel you to greater achievements.

Putting a Face to Your Firm in Digital Marketing

Who’s the face of your firm?  There’s not necessarily a correct answer to this question but it is important to define your intended face for the firm so that it can be consistently relayed to your audience.

There are three options for selecting the face of your firm.

An Individual

Are you a sole practitioner?  Congratulations, you are the face of your firm as long as you are including personal information in your branded messages.

But that’s not the only instance where an individual is the face of the firm. Sometimes either by design or organically, one person becomes the personification of the business.  This is common for:

  • An owner that expands the firm but does not include other individuals in marketing material.
  • A firm that has one person that primarily interacts with prospects and clients and delivers services.

A group of people

When a firm includes many trainers, consultants, and professional coaches, the group might be leveraged as a collective face of the firm. This is typically accomplished by rotating individuals into marketing materials or releasing content by category and assigning it to individuals according to their specialty.


The last option is to present the firm’s brand but leave the individuals anonymous.  This is often a personal decision by professionals that prefer to work “behind the scenes” or a result of a firm growing too large to narrow down the face to a manageable group of individuals.  However, make sure that anonymity is not keeping you from making a personal connection with your target audience. It should be possible to find contact information like an address or phone number so that your firm can be verified as legitimate and approachable.

Common problems that signify there is a problem with how the face of the firm is presented is:

  • An individual face of the organization is perceived to be hogging the limelight and creating resentment with other members of the firm who feel like they are not being given their due.
  • A group of people are selected as the face of the organization but as people come and go, the group expands and contracts organically, and makes a personal connection with your audience difficult.
  • An anonymous face becomes “faceless” and the communications are viewed as contrived or without personality.

Make a deliberate decision on the face of your firm and consistently leverage it in your digital marketing.  When done well, it supports the firm’s brand but enhances it with the people that make up that brand.