This post is the 13th in a series of 21 aimed at providing marketing tips to SME’s across Devon and Cornwall.
OMG! Is it that time already?
Hopefully you’ve had a pretty successful year, business has grown and your sales pipeline is looking positive. But now is the time to take stock of your previous marketing activities and analyse what worked for you and what didn’t so that you can feed this into next years plan.
To give you a leg up we’ve put together five areas to consider for marketing in 2016
- Determine your objectives for the year ahead
Taking time to consider exactly what you want to achieve next year will help determine the marketing activities you should concentrate on. All businesses will want to increase their revenue but identifying how you’d like to achieve this can provide the guidelines to where you need to focus your efforts. For example, if your objectives include:
- Increasing web traffic by X%
- Improving online conversion rates by X%
- Increasing the ratio of online vs offline sales by X%
- Increasing leads via social media by X%
Then you’ll know you need to focus your resource and budget on online activities.
- Don’t automatically do what you’ve always done
It may be that many of the marketing activities you participated in were the result of habit or kept you in your comfort zone or came about because you were unaware of any alternatives.
So, identify past activites and map out the success of each based on financial and strategic criteria. Then prioritise the success of each activity and decide the best channels to invest in for next year. This approach will help you identify any gaps and determine the budget you need and where that budget should be allocated.
- Check out your web analytics
Today it’s all about content. Your web analytics will show your most popular web pages and the average time readers are spending on each. Use this information to plan your future content creation. Similarly, you can determine the least popular pages and decide whether to delete them or revamp them. Your web analytics will also show referral traffic sites and you may find an increasing trend in traffic from social media platforms. This will help you decide whether to invest more time in social media and can be fed into point 2 above re budget allocation.
- Understand your audience
Take an in-depth look at your current customers and clients. Find out their problems and ask them why they chose you. Look at their profile, are there any similarities in size, turnover, location, market sectors etc.
By understanding these factors you can create content to target similar types of customers and clients and focus your resources rather than taking a shotgun approach.
- Don’t procrastinate
With technology driving attention spans down below that of a goldfish, there’s no time to waste. Putting good ideas on the back burner means they’ll probably never be completed.
Get your plan together and go for it.
As General George S. Patton said
“A good plan violently executed now is better than a perfect plan executed next week”
If you’re currently working on your 2016 marketing plan and you’d like to know more about how we can help with your Marketing Strategy or any other aspects of Content Marketing, call 01803 413481 or email [email protected].