As your busy season draws near, now is the time to make sure you have all your ducks in a row to keep your business’s marketing moving smoothly through the coming months.
If you don’t have any marketing goals yet, maybe now’s the time to make them! Identify where your going as a business, what your marketing strategy is to get there, and who you’re trying to reach with your marketing. Keep this big picture, you’ll review the fine points of your plan in step 3.
Marketing review without benchmarks is like limbo without a pole. You won’t know if you made it to the next round if you don’t measure. But, what metrics prove if your marketing is working or not? Start at the top — your big money benchmark to track marketing performance is, you guessed it, sales. Also review your building metrics – the benchmark data that lets you know things are building in the direction you want to go. These metrics are building because they should almost always be going up: website visits, website leads, inbound phone calls, clicks on your phone number from your Google My Business listing, tradeshow or networking leads, social media following, social media engagement, email list size.
Because your business is likely cyclical in nature, you can’t always just compare you benchmarks last month versus this month. Consider reviewing data from both the previous month and the same time period from the previous year to see how the numbers line up. Is it close to your goal? Ask yourself, why or why not? What have you done differently?
It worked for Ebenezer Scrooge and it will work for your marketing too. Start with the past – what marketing activities have you completed this year? Are there things that are working particularly well you should consider doing more of in the coming months? What have you learned? Maybe you had a great success or a total belly flop. Each activity you engage in is part of your overall marketing experiment; it’s important to note all outcomes, especially those that don’t go as planned, so you can adjust for the future.
Present – Where is everybody on all the things they’re supposed to be doing for your marketing?
Future – What activities are you planning to do during this busy season? Are there activities you can do now to make your marketing easier in the coming months? As your company’s workload increases during the warm months, you don’t have as much time to allocate towards marketing activities. So what can you do now?
The busy season isn’t inclusively for your labor crew, it can also be an extremely opportune and lucrative time for your sales team. Make sure they’re organized and have what they need to do their jobs. Replenish your sales materials and business cards that may have run out during tradeshow season. Organize the leads they gathered at shows and establish a game plan for follow-ups. Also, review leads and opportunities from the end of busy season last year to pick up where you left off.
Review your goals and determine your benchmarks. Then outline the activities you’ve already done and what you have planned for the next few months, highlighting your must-do items. Then head over to sales and make sure your prospecting is organized.
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