Planning Your Marketing For 2017
In my experience it is really important to plan your marketing at least 3 months in advance of wanting to implement it so that you have time to prepare all the content/materials you need.
For example, if you know you are going to be doing an event in 3 months time you want to make sure you have all your signs, banners, staff etc. in place. You don’t want to be rushing at the last minute and not make the most of it.
Same if you are going to run a promotion online for new dog walking clients. You don’t want to wait until you NEED clients to start advertising to them to want to start thinking ahead of time the number of clients you want to add to your business and be strategic in working towards attracting them.
3 Steps to Planning Your Marketing Plan
Tip: Set some time aside to do this when you are not going to be disturbed. It’s really important to get this nailed so you can have a fantastic start to 2017.
- Define your goals. For example, 20 new clients, increase revenue by 30%, double your staff, hire an office manager. Be very specific – a general goal will never be achieved.
- Determine what you need to focus on to achieve those goals. For example, run ads, write blogs, run a promotion. Again be specific – how many ads are you going to run, how many blogs will you write.
- Make a plan of action, commit to it and review it monthly to stay on track.
Sounds simple – right? But lots of people fail to get it down on paper the actions they are going to take and then don’t hold themselves accountable for achieving those goals.
“If you fail to plan, you are planning to fail!” Benjamin Franklin
Quick Review of 2016
Before you get into writing down all your goals for 2017 lets take a really quick look at 2016 and see how you did. It’s ok if you didn’t achieve everything you planned to do, what’s important is that you either get rid of those goals or add them to your goal list for 2017 and work on achieving them.
Also, make sure you take a good look at what worked well in 2016 and plan to do more of that. That includes looking at things like:
- Which Facebook ads worked
- Which were you most popular blog post (traffic and shares)
- Where did most of your enquiries come from – website, phone, events
- What got the most engagement on social media
And don’t forget to look at what you enjoyed doing most!
Review what you did and plan for what you are going to do!
Goals For 2017
Now lets write down your goals for 2017. Here are some ideas to get you thinking.
- How many new clients do you want to take on?
- How many staff do you need to hire?
- How much more revenue do you want to add to your business?
- How many hours a week do you want to work in your business?
- Are there areas of your business that need more organising?
- Do you need to improve the branding of your business? Logo, website
- Do you need to streamline your processes?
- Do you need a coach or perhaps an accountability partner?
Tip: Get a new notebook just for this planning exercise!
“Stay focused, go after your dreams and keep moving toward your goals.” LL Cool J
Once you have your goals written down you need to think about how you are going to achieve them. Now it’s time to come up with ideas!
Take a page for each type of idea and just write down every idea that comes into your head. You might need more than one page!
Don’t analyse whether they are good ideas or whether you think you can do them or not – you can sort through them later. Just brain storm for now and be CREATIVE.
- Blog Ideas
- Ebook Ideas
- Infographic Ideas
- Video Ideas
- Graphic Ideas
- Ad Ideas
- Event Ideas
- Collaboration Ideas
“The best way to have good ideas is to have lots of ideas.” Linus Pauling
This is where you look at the ideas you have and identify if there are areas where you either need to up your skills or hire help to get things done.
For example, if you are not good at creating graphics find someone that is or learn how to do it yourself.
There are lots of places online to find help for your business or why not look at your team members and see if any of them have the required skills.
“The more that you read, the more things you will know. The more that you learn, the more places you’ll go.” Dr. Seuss
Outlining Your Marketing Plan
This is where you take all your ideas and put together a marketing plan month by month. Make sure you download the excel spreadsheet to allow you to do this.
There are a number of sections you need to consider each month.
- Theme/Focus of the month e.g. building email list via an ebook.
- Content you are going to create e.g. blogs, infographics.
- Ads you are going to run/events you are going to do
- Days of the year you want to celebrate (pet related and non pet related)