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How to Create a Winning Marketing Plan in 2018
1. Make sure you have clear goals
This may seem like an obvious point to start with, however, you’ll be surprised how often this is either missed or not aligned to the overall goals of the business and therefore not measured.
You should of course, have a clear understanding of your goals, as they’ll be specific to your business. However, there are common factors and considerations that you should likely take:
Who are you targeting?
Existing customers, or a new audience? If you’re targeting a new audience for instance, then make sure that you first understand that segment, and outline clearly what methods and campaigns you’ll implement to target them.
Cost, for any business should be a factor to consider, especially when setting goals. If you can understand and estimate the cost of a campaign, then this will typically help you when it comes to forecasting sales volume, cost per acquisition (CPA), and or return on investment (ROI). Which, let’s face it, is what everyone really wants to know.
How will you track and measure results?
It goes without saying that measuring the results of any marketing campaign is critical, and without the right tracking in place this task can become tricky. When it comes to tracking, if you’re running an AdWords PPC campaign, then make sure that you have correctly setup AdWords conversion tracking on your website. You should also make sure that you’re using a web analytics application such as Google Analytics, to really understand campaign performance along with valuable insights such as customer behaviours and interactions on your website.
Are you measuring the right metrics?
The metrics that you measure against when setting goals and forecasting may vary depending on the nature of the campaign that you’re running. For instance, if you are running a branding campaign, then you would likely want to predominantly measure impressions,or in other words, the number of people who are exposed to your message. However, if you’re running a campaign designed to drive traffic, then of course, you’ll be looking to measure the volume of new sessions, and click-through rate (CTR). Finally, as we all know, it’s always a good idea to measure sales, and or leads generated for every campaign too.
2. Understanding What Worked & What Didn’t
When putting together a marketing plan, it’s always a good idea to look back on the previous year (if you have that data) to further understand the results of previous marketing campaigns.
You’ll ideally want to undertake quantitative analysis to look at the figures and consumer behaviours, and qualitative analytics to put all the data you’ve gathered into context, for instance why was a campaign successful, and in contrast what improvements could be made?
Having an in-depth understanding of last year’s campaign performance in short will help to give you a head start when it comes to planning for the new year.
3. Make It Easy for New and Existing Customers to Find You
Growing your business online is of course about converting visitors from your website. Whatever the goal of your website is, be it a purchase, lead generation, or booking an appointment (which of course you should use 10to8 appointment scheduling for).
If you have data from last year, then you’ll already have a good understanding of what worked well, and maybe what didn’t. Having said that, to be successful online you need to generate the right traffic to your website, and ideally, the following campaigns should be included in your marketing plan;
Granted AdWords can be a great way to target prospects looking for services or products that your business has to offer. However, depending on your industry and selected keywords AdWords can be expensive. To make this a cost-effective solution make sure that you undertake extensive keyword research, use tools such as Google’s Keyword Planner to unearth ‘low hanging fruit’ and long-tail keywords which may have an associated low cost per click (CPC). Once you’ve discovered new keywords consider using broad match modifier as a match type, this may help you discover new and relevant terms which convert. Just remember to make sure that you use negative keywords!
Most visitors to your website will not convert on their first visit, savvy shoppers will often shop around online, and you can be sure that in most cases they would have visited one of your competitors. To get prospects back to your website, it is worthwhile investing in and AdWords remarketing campaign and even building custom audiences with Facebook ads to reconnect with people who have already shown an interest, just not converted, yet.
Showing up in search results organically may be free, however, as we know this can take a lot of time and effort to do it well, and it’s important to remember that you’ll likely never see instant results. To be successful, you want to target and optimise for keywords that convert against your goals, you can always use data from paid campaigns, and discover further insights using tools such as the Google Search Console, and paid solutions such as Moz Pro, which is well worth investing in if you’re going to be taking SEO seriously.
As you continue to gather opt-in customer email addresses, email marketing can be a great cost effective medium to re-engage with past customers. Maybe you have a new offer, a new product range of service that you know your audience would love? Then, what better way to communicate that an email. To improve the performance of your email marketing efforts in 2018 remember to split test (A/B test) subject lines and content if you can. It’s also worth segmenting your audience, for instance, if you can segment based on when the customer last interacted with or converted on your website, then you may want to email them a different offer. In contrast, you may want to consider sending customers who have lapsed and have not shown interest in some time a different communication, and there are some great examples of email re-engagement campaigns.
In summary, the important takeaway is to remember to develop your marketing strategy with the right expectations and to ensure that goals are aligned across the business. You don’t need to reinvent the wheel. Focus on consistency and continual improvement, fine-tune campaigns, and most importantly measure results.
If you are service-based business and take appointments, then also remember that help is at hand with 10to8 appointment scheduling software. We can help you to better communicate with clients, reduce-no shows, and even double your bookings while reducing time-consuming admin!