2018 Marketing Planning for Remodeling and Building Contractors
Have you started creating your 2018 business plan yet? More specifically, have you thought about what’s next for your marketing efforts?
Now is the time to reexamine your marketing strategy and get your plan in place. If you put in the work before the new year, you’ll be ready to hit the ground running when January 1st rolls around. I know it's not always that easy, believe me, I've been there too. With the day-to-day demands of running a business, sometimes organization gets pushed to the back burner.
My encouragement would be to make your marketing plan a priority now in November or December. To streamline the process for you, I’ve included my six-step approach below for you to follow. It’s the framework we use during planning with our remodeling, building, and showroom clients.
To begin, make the most of your planning session by clearing your calendar for a few hours or an entire morning. Invite anyone from your team you feel could benefit the process (two, three, or four heads are always better than one) and dive right in!
Six Step Planning Process
1. What worked and what didn't work in 2017
First, we suggest you review your 2017 marketing efforts. What worked and what didn’t work? Start by compiling all of your relevant analytics; this could include your website traffic, e-mail marketing open rate numbers, event attendance records, social media analytics, postcard mailings, networking, and more.
2. Set your marketing goals
Based on your business goals, come up with your marketing objectives and targets for the coming year. You should also take note of your marketing budget allocation and adjust as needed.
3. Brainstorm and create a list of marketing elements
Work backward and put together a list of marketing ideas, elements, and to-do lists to accomplish the goals you established. We always suggest covering the basic marketing must-dos before injecting spontaneous ideas.
4. Create a yearly schedule
Using a simple excel spreadsheet, list each of your ideas and how frequently you’d like to implement them. For example, will each be a marketing task that is performed weekly, monthly, a couple of times a year?
5. Add budget numbers to the schedule and adjust
Next, create a budget. How much money do you have to allocate to your desired marketing tasks? Based on the budget number add or delete elements as needed.
6. Decide who will execute what
Last, assemble your team to execute all of the tasks laid out in your strategy. Your group could and probably will include a mix of people. For example, you, a team member, and an outsourced team member. It is wise to know where your strengths are, and then assign the other items to trustworthy individuals.
Just a reminder – this is a working document. Things will change throughout the year; adjustments are always necessary, that’s life. However, beginning with a clear plan in place, along with the team to execute it, will make for a much stronger business year.
Some additional marketing articles
Looking for some simple marketing tips - 2017 Marketing Tips
Need more info on social media options - Making Sense of Social Media
Considering blogging or not blogging - Why Should I Blog?
Are you motivated to set new goals and take charge of your 2018 marketing plan? Great! I’d be happy to discuss your vision together and offer guidance about which elements your brand should implement.
Send me an email or give me a call to schedule a time when we can chat.