Goals. Vision. Success.
No, these aren't your high school English teacher's inspirational posters. These three words are all synonyms for your company's destination: they all represent where you want your company to be at some point in the future.
There's one problem, though: we constantly struggle with the idea of the "future."
The struggle between your company's present battles and future demands, the consequences and distractions of microwave society expectations from your investors and the public (i.e., instant results in thirty seconds), and the constant daily sacrifices you make all muddle these one year, five years, and ten year visions into an evaporating blur.
To make things more difficult, being responsible for the destinations of others within your company can turn what once looked like a worthwhile goal into a black hole.
Despite what conventional wisdom tells us, there's a loophole your company can access. There's a cheat code you can input. It's called digital marketing.
Simply put, if you want to speed up time and get to your end destination sooner, you must move from being a passive observer, waiting for the right users to stumble upon your product, to active leader, identifying your ideal users from the very beginning. If you find the right users, you access power that very few have: the power to dictate their habits.
By identifying and subsequently understanding your ideal customers, you have visibility into their behavior: the items they search for, the websites they frequent, the people they follow.
This same visibility opens the door for you to beat them to where they're wanting to going. Instead of waiting for them to maybe visit your website, you can now place your product right in front of their face. Instead of watching them struggle to find your blog, your blog can be their first notification in the morning.
The best part? Everybody wins. They find a solution to their problems quicker. You limit your downside by only driving highly-qualified traffic to your website. And you reach your goal, that vision, that success, in half the time.