Have you started planning for your 2017 marketing goals? A successful marketing plan is based on what you did in 2016—what worked and what didn’t—and what you want to make sure you do again. If you want to see greater marketing results next year, it’s time to create a plan to grow your business starting January 1st.
Budget for Marketing
Your budget should account for web design updates, SEO building, social media marketing, as well as print marketing like mailings and flyers. Look at what worked in 2016 and where you would like to spend additional resources. Which of your marketing channels is bringing you prospects that convert? Don’t look just at those who eventually buy from you. Dig into the nitty-gritty: which channel brings you the most new visitors? Which channel brings you actual buyers? Which one has you enjoying multiple visits from the same person?
Update your Ideal customer Profile
Looking at your 2016 sales and your customers, can you group them together by similar characteristics? If you’re in the business of lawn care your ideal customer profile may look similar to this:
- Middle aged homemakers
- Suburban middle class
- Residential properties with property between 4,000 – 7,000 square feet
- Areas with median income of $60k – $120k
- White collar families
- Families without teenage children
By Identifying your ideal customer, you know who to tailor your marketing towards. You’ll see a better return on investment because a potential customer matching these characteristics is more likely to buy your services.
Map Out your Buy Cycle
Very few sales happen on the first introduction. Reverse engineer your sales process by starting with the final sale and working backwards. Anticipate any questions or objections a customer may have and use these answers to create content that solves these obstacles. What will motivate your buyer? What problem are you solving for them? Once you’ve mapped out your buy cycle and built credibility and trust, create a “Call-to-Action” to lead your customer through the sales process.
Review and Revise your Website and Online Marketing
Is your website encouraging visitors to connect with you and buy? Is it too salesy?
Is your social media marketing asking users to take the next step with you?
Are you only promoting “Buy Now” or are you engaging with your followers too?
Is your website optimized for local search results?
Take a look at your website statistics on Google Analytics. Where are your customers going on your site, how long are they engaged, and what type of bounce rate are you seeing? Update your social media channels to make sure they’re designed to attract and educate your ideal customer and your branding is consistent and compelling.
Maximize your Existing Reach
Your current customers are your greatest asset. They’ve already purchased from you and if nurtured will likely continue to do so. Have you asked for a review, referral, or a follow on social media? Have you considered a referral program for your current customers?
Measure your Success
Regardless of which marketing platforms you are using, whether it’s your website or Facebook Ad campaigns, make sure you have defined metrics for measuring success. Set up regular meetings to review progress and evolve your tactics as needed to hit your marketing goals.
There’s a lot of work to do be done to prepare for your 2017 marketing, and it can be tough to be objective about your own company when you’re so close to it. If you still have questions about how to prioritize, how to get it all done, or how much it will cost, we can help.
Give us a call at 203 414 9692 to schedule your 2017 Marketing Plan Consultation.
Make sure to come back next week to find out how marketing trends are going to change in 2017—and how you can prepare accordingly.
