You wouldn’t try to build a house without a blueprint, would you? You shouldn’t try to launch a marketing campaign without a plan either. Your marketing plan should identify what you hope to accomplish and outline the specific steps you’ll take to get there
Let’s say you want to increase new customers and drive sales. Well, how will you achieve these goals? When you develop your plan, write down the specific tactics you’ll implement to reach these goals – such as increasing your social media presence, starting a friends and family referral program, and securing five new community partners that will allow you to do onsite hearing screenings this year.
It can sometimes be overwhelming to think about all the marketing tactics you want to implement, especially since you’re also doing a million other things to run your business. It can be helpful to create a timeline, outlining when you’ll implement each tactic, so you can focus on a few things at a time. Also, decide which of the tactics are the most important priorities so you can start there.
If you’re a solo practitioner, you might want to consider outsourcing your marketing efforts or hiring a contract employee to help you with this initiative. During the planning phase, decide what success looks like to you.
- Is it increasing social media followers?
- Developing a newsletter and growing the database of recipients?
- Growing sales by a certain percentage?
- Which key performance indicators (KPIs) are most important to you, and how will you improve these numbers in the next 6-12 months?
It’s important to measure your efforts throughout the campaign to determine which tactics are contributing to your success. Did you generate significant leads by using an iPad hearing screener out in the community? Keep doing what generates positive results and cut out any tactics that are not contributing to your KPIs. This helps focus your time, energy, and budget on the more productive options.