Planning your Marketing in 2017

With the demands of running your own business, we know time is limited to plan your marketing for 2017. We're here to help navigate the challenging world of marketing so you can stay on track in 2017. A plan can help you get to where you want to go!

How do you know how effective your marketing efforts are if you don't know what you want to accomplish?

The first step to being prepared in 2017 is to pick a goal. Make it specific and attainable. Start by reflecting on last years accomplishments and failures. There's a lot of opportunity to learn from what worked and didn't work for you, your business, and your customers.

Your marketing goal should be a statement of what results you want from your marketing efforts. For example your goal for 2017 could be to:

  • Achieve $500k in revenue (or overall sales)
  • Sell 75 homes
  • Get to 1000 customers in your loyalty program
  • Reach a 5 star rating on a third party site

What tactics will you use to accomplish your primary goal?

Think about the activities that will help you reach your goal. These should focus on customer acquisition, retention, and engagement. Creating awareness, generating interest, closing new sales and continuing customer engagement. Break it down - yearly, monthly, weekly, daily - to help you stay on track and reach your goals.

  • Email Newsletter to my customers (weekly, daily, monthly - depending on your customers and business)
  • Grow email list by 10 each week, 40/month, 480/year
  • Post regularly (weekly, daily, bi-weekly) to social media
  • Create 1 blog post per month
  • Grow Instagram followers by 500 each month (6,000/year, 125/week, 17/day)

Think about your target audience. . . who is your customer? What sets you apart from the competition? Consider consistent and creative messaging across all your social media, websites and customer-facing content. Video will continue to be a strong trend in 2017 across social media and marketing.

Think about your customer buying cycle. . . how do your customers find you? Decide to buy from you? And keep returning? What do you communicate to them during each of these steps or phases along the way? How are they thinking and feeling when making these decisions to purchase from you?

Answering these questions will help you come up with activities and content to achieve your main marketing goal.

How will you know success?

Measure, measure, measure and be data driven. Measuring starts with documentation. Document where you're at now and where you're going along the way. At Ripl, we use Google Sheets to help us stay organized and track changes week over week. Measure, evaluate, learn, and adjust!

Revisit your goal weekly or monthly and make adjustments along the way if something isn't working or doesn't seem attainable.

What are you waiting for? Start working on documenting your marketing goals and activities to prepare for a successful 2017!

Christine Evans

Christine focuses on our customers’ happiness! She is passionate about helping others through communication and technology. You can bet she'll ask a lot of questions!

Bellevue, Washington

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