It’s December—you may have noticed.
And that means every entrepreneur and her or his grandma is preparing a content marketing strategy for the coming year. And of course, the time crunch means you may be scrambling to put everything in place.
Your friends at Bright Planning have your back. You’re about to save time and set yourself up with a profitable marketing plan. Below, you’ll find every last-minute strategy needed for full-throttle marketing success next year.
The best part: you can get all these initiatives completed within a 24-hour period.
Marketing Must-Do #1: Choose a big picture goal (financial.)
How much profit will your business generate in 2017? While this kind of projection is rarely on-the-nose accurate, a ballpark estimate will help you ascertain marketing plan details.
Let’s say you plan to bring in $100,000 in 2017. If your products and services have a set price, you might think this is a matter of arithmetic. But it goes deeper than selling one thousand $100 products—you’ll need an ongoing nurture sequence to continue selling to existing customers.
According to any number of reports, it’s ten times more expensive to sign a new customer than to keep an existing customer. When you factor in overhead costs, human capital, and your own time and energy, you’d be better off up-selling and cross-selling to those in your existing client pool.
Marketing Must-Do #2: Choose a second big picture goal (personal.)
As Catherine mentioned in a recent podcast—money is a renewable resource, but you can never get back your time. When you come up with a personal goal for 2017, you gain clarity on how the year’s marketing plan will function.
Here’s what we mean by personal goal. Leaving the financial and sustainability elements out of the equation, how will you serve your clients in the next 12 months? What kind of impact do you want to make?
Think in terms of…
- Taking clients from where they are to where they want to go.
- Solving serious problems that impact your clients’ daily lives.
- Stepping outside of the business realm and improving communities.
- How you want to feel about the enterprise you’ve created.
This is not an exercise to remind you of your values. In fact, it goes beyond personal/business goal-setting itself. When you project your intentions, you gain a keener sense of what your marketing plan will entail.
Marketing Must-Do #3: Study how your target market has changed.
There are a multitude of stimuli that spark personal and professional change. Your target market is not immune to it. As your customer base changes, so must your marketing plans.
Of course, there are macro- and micro-level changes. Understanding the macro changes is a matter of opening up a newspaper—a new presidential cabinet, changing culture, heightened environmental risks, etc.
The micro-level stuff is harder to determine; however, this information is 1000 times as valuable. If you know your customer avatar very well, you’ll be able to project the personal struggles your clients face.
Keep in mind, that the problems you can solve will be different than last year. If you’re in the B2B world, take note of what’s happening in your business bubble.
For example, in 2016, marketing automation became even more responsive. Where we once had data surrounding open rates and number of clicks, we now can re-map the customer journey based on individual behavior.
At the same time, the tech industry went through yet another transformation.
With the rise of IoT, businesses have changed. In a nutshell, IoT turned everyday items such as trashcans, houses, and fast food vendors into computerized entities. What started with timed sprinkler systems and solar-powered trash compactors has changed into houses that automatically turn the AC down once the temperature reaches a certain point.
The point: as the world changes, so do your clients. Marketing itself is all about expressing how a business meets needs. Really, it’s not even about sales. When you have a quality marketing plan, you hold conversations with people who are going to buy anyway.
What matters is proving that your company is the smartest choices.
Marketing Must-Do #4: Divide your client base into 2 categories.
Split your customer into demographics and psychographics. Demographics involve basic information such as gender, age, income level, education level, career type, and basic need.
Pyschographics dive a little deeper. These are personality traits that might look something like this:
- Educated, but continues to learn/has a keen sense of curiosity.
- Has many questions, but a sense of pride prevents them from asking.
- Does not value money as the sole purpose in life.
- Is generous with their time and assets.
- Values creative thinking but makes data-driven decisions.
Psychographics and demographics are powerful allies in creating a marketing plan. Knowing these things, you are able to create an impactful, year-long marketing plan that speaks to the audiences’ needs and their personalities.
Marketing Must-Do #5: Draw up a detailed, piece-by-piece plan.
Actually—and no, we’re not making this up—you can do it all in a day.
You just have to let someone else do it on your behalf.
When our team looks at your current marketing strategy, we’ll discover what’s missing. And not only that, but we’ll improve what’s already working. After that, we’ll draw up a detailed, piece-by-piece plan that increases your brand equity of the next 12 months.
All of which coincides with your personal and financial goals.
The clock’s ticking. Click here to get started.