This is the time when you as the business owner, or head of sales and marketing, lay the foundations of your plans and start the journey to achieve the goals you have set for the upcoming year.
Take a minute and ask yourself:
- ‘Did I achieve what I wanted within my business in 2015?’
- ‘Did my business survive or did it thrive in 2015?’
The thriving businesspeople of whom we worked with during 2015 all had one thing in common.
It helps their business continually grow month on month.
Guessed what it is yet?
They all had a marketing plan. One that not only contained which marketing pillars they were going to use in order to attract new leads, but created a customer journey template that can be used in all their marketing for the year ahead.
This allowed them to track their marketing spend against sales results, stop spend when they saw below average results, and improve above average results by split testing other ideas.
To help you get started, here are 3 tips to creating a plan in 30 minutes that will help you thrive in the year to come:
Tip 1: You need to know your numbers.
It is important to understand and review your cost to deliver products/services and look at what profit margins are left.
This will determine what your customer acquisition cost limits are and give you a benchmark to ensure your marketing efforts never exceed the cost.
A good place to see historic results would be to start looking at your previous years’ performances or KPIs. (If you didn’t record last year’s performances then don’t worry, now would be the time to start. We’ll cover this in tip 3).
Tip 2: Develop a content and promotion planner
Developing a content and promotion planner is often over looked in business and/or left to the last minute.
For me, it is one of the most important tasks to helping you get – and keep – customers.
Here are 2 examples of content to get you started:
- Blogs – Blogs are extremely useful and powerful, as they allow businesses to communicate their knowledge and expertise within a given marketplace. As part of your content plan, I would aim to share at least one blog per week. In week 1, for example, you could talk about changes to your industry and deliver valuable tips to help your targets customers deal with said changes.
- Lead Magnets – These are pieces of value that deliver small segments of a product or service you sell. They are designed as giveaways in exchange for your target market’s contact information. Lead magnets can be delivered as a report, ebook, white paper, case study, video course etc. As part of your content plan, I would aim to create and share one new lead magnet per month.
Tip 3: Create a Customer Acquisition KPI Template.
This is arguably the most important step of all. In my next blog, I’ll offer you a free KPI template and give you all the relevant tips to filling it in – all in the name of helping your business thrive in 2016.
For more ideas to help your business thrive in 2016, download ‘Your Game Plan’ pdf ebook Written by Clate Mask, CEO of Infusionsoft – The all-in-one Sales and Marketing platform for SMEs