- Make sense of your numbers.
Over the past year you’ve likely tried several new things with your marketing and kept some of your old tried-and-true tactics. Now, it’s time to look at the data you’ve been collecting and see what is working and what is not. Take a deep dive and calculate your ROI to really get an accurate sense or what’s helping you generate leads and profit. Figure out what you want to stick with, what you need to rework, and what you need to abandon.
2. Test and retest.
Your 2017 marketing plan will still need to be tested regularly to ensure it is continuing to work. Don’t be afraid to try new things. A layered approach works best. Keep in mind that you have many new resources that work and cost very little. Social media help you reach your target market for very little expense. Lead generation and search marketing are also cost-effective while delivering qualified prospects.
- Have a plan for retaining good customers.
Keeping loyal customers is good business. What are you planning to do in 2017 to retain them? Create a plan (discounted rates, referral incentives, etc.) that directly addresses the needs of your loyal customers and encourages them to continue to do business with you.
- Develop new content.
Use what you learned in 2016 from your sales people, your customers, your prospects, and the competition to create content that hits the mark in 2017. Keep your website updated with fresh and useful content to make the most out of each visit your prospects make to your site.
- Stay connected.
One of the most important parts of your marketing strategy is ongoing maintenance. You have to check in at least once a month to see how things are really going – not necessarily what you’re hearing or what you think. The numbers don’t lie. Set aside one day a month that you are committed to putting the time in to make sure your strategy is on track. If it’s not, make the necessary adjustments.
Happy holidays and a very prosperous new year to everyone!