It’s hard to believe that the first day of fall is just around the corner. Kids are back in school around the country, and life is about to get hectic with all of the fall and winter holidays. But what about business? To bring in the end of the year on a high note, and start 2019 on the right foot, you need to do some strategic marketing planning right now. With goals and strategies in place, you’ll deliver the best year ever.
Focus on Value
One of the best ways to help reach your revenue goals with strategic marketing is to shift your focus away from price points and more to the value you’re providing. Too often, as companies look to meet goals, they slash prices or offer something free with the purchase of something else. Unfortunately, by reducing the amount customers are paying, you’re also reducing the value they see in what you provide. People believe they get what they pay for, and they often have less faith in a service when it costs less.
Could you add more to what you’re doing instead of charging less? That’s where the magic happens. Perhaps you’re already offering a lot, but your customers have no idea that’s the case. Let them know! For instance, if you have an HVAC company that always runs through a 12-point checklist at each appointment, draw attention to that. Instead of offering a “better” price, focus on your better value. Who among your competition is going to offer to change a light bulb in the attic (for free, by the way) while they’re crawling around inspecting the AC ducts? Customers will pay a premium when they feel they’re getting premium service.
There’s nothing worse than being caught behind the eight ball when it comes to strategic marketing (which really makes it not very strategic at all). There are set dates of year-end holidays, so do some reverse engineering. Plumbers, for example, know that the day after Thanksgiving is one of their busiest days during the year. Start now with educating customers: write blogs, create posts on social media, and make a video on the topic of “brown” Friday.
You can do the same kind of reverse engineering around number goals, such as revenue or number of clients. If you need to generate $100,000 in the next two months, work backwards to see how many appointments you need to book weekly to hit that goal. Build a plan to generate enough leads to close the number of clients you need. Before you know it, you’ll have all of your goals met.
Maintain Consistency with Strategic Marketing
One of the most important tools for strategic marketing is to keep doing it. Set aside time weekly to work on your business development. Whether that’s networking, blogging, SEO, cold calling, or crafting newsletters, keep doing it all. Maybe even bump up your efforts a bit as we roll into the end of the year. Could you get out another email? Send a direct mail piece? Visit a few more potential partners?
Remember that the more prepared you are to end the year, the better situated you’ll be to dominate the beginning of the next year. And that all starts with strategic marketing.
Need assistance building strategic marketing plans? Ink & Quill Communications has you covered. Schedule your complimentary get-to-know-you call. In just 10 minutes, we’ll be able to assess where you are and how we can help.