9 ways to winterize your marketing plan
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In preparation for busy season, now is the time to begin winterizing your marketing plan. The suggestions below are provided to help you develop a marketing plan that will carry you through busy season, while helping to increase leads and to generate brand awareness for your firm. If you own a smaller firm, tackling all of these items at once will be a challenge. However, review the list below and choose the items that you feel will provide the most ROI. Then after busy season, begin to implement the other items for next year’s growth plan.
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9 ways to winterize your marketing plan
- 1. © 2014 Penheel Marketing 9Ways toWinterize Your Marketing Plan August 2014
- 2. © 2014 Penheel Marketing Why winterize? • Carry you through busy season & the holiday rush • Help increase leads • Generate brand awareness
- 3. © 2014 Penheel Marketing 1.Website Review 1. Take time to review and update SEO keywords and terms on the site. 2. Swap out some photos to help keep the site fresh. 3. Update outdated copy on the site and archive outdated content. 4. Make sure your client portal is working correctly and that all your clients have access to it. 5. Test out the Contact Us link so new clients are able to contact you.
- 4. © 2014 Penheel Marketing 2.ContentAssessment Repurpose: • Whitepapers • Webinars • Video • Checklists • Tip Sheets
- 5. © 2014 Penheel Marketing 3. DevelopLanding Pages Create dedicated pages for downloadable content to gain email addresses, names, company information, etc.
- 6. © 2014 Penheel Marketing 4. BlogArticles • Write and squirrel away articles for winter posting. • Look at content you’ve earmarked earlier in the year. • Develop a blog calendar to align with business goals. • Increase exposure for your firm’s staff by putting their name on authored blogs.
- 7. © 2014 Penheel Marketing 5.Social MediaPlanning • Leverage a scheduling tool • Check the site a few times per week for comments and interaction • Share other people’s content to help increase social reach.
- 8. © 2014 Penheel Marketing 6.OnlineAdvertising • Define campaign goals • Conduct SEO Research • Write the copy and develop the call to action • Report on metrics for successes and failures.
- 9. © 2014 Penheel Marketing 7. Promotional Products Before or after the holidays to help it stand out. October, November and January are good times to send. December has too much competition.
- 10. © 2014 Penheel Marketing 8. Referrals Referrals are the best form of flattery. Give clients an opportunity to share their thoughts. • Testimonial pages • Surveys • Sharing your newsletter • Commenting on social media
- 11. © 2014 Penheel Marketing 9. Email • Connect prior to the holiday season. • Use standardized email formats to increase engagement
- 12. © 2014 Penheel Marketing Who is Penheel Marketing? Social media and digital marketing consulting firm for CPA firms, small businesses, and non-profits. Download the Checklist http://www.pinterest.com/pin/219550550559513457/ Marketing Analytics Website analytics, online advertising analytics. See which sources are generating the most leads. Email Send personalized, segmented Emails based on any information in your contact database. Search Engine Optimizations Improve your rank in search engines by finding and tracking your most effective keywords. Lead Management Track leads with a complete timeline-view of their interactions with your firm. Blogging Create blog content quickly while getting SEO tips and best practices pointers. Social Media Publish content to your social accounts, then nurture leads based on their social engagement. © Penheel Marketing 01.07.14
Notas del editor
- In preparation for busy season, now is the time to begin winterizing your marketing plan. The suggestions below are provided to help you develop a marketing plan that will carry you through busy season, while helping to increase leads and to generate brand awareness for your firm. If you own a smaller firm, tackling all of these items at once will be a challenge. However, review the list below and choose the items that you feel will provide the most ROI. Then after busy season, begin to implement the other items for next year’s growth plan.
- Website Review. So you have a website. When was the last time you updated anything on it? Now is the time to make some effort, before clients start to look more heavily at your site. Take time to review and update SEO keywords and terms on the site. Swap out some photos to help keep the site fresh. Update outdated copy on the site and archive outdated content. Make sure your client portal is working correctly and that all your clients have access to it. Test out the Contact Us link so new clients are able to contact you.
- Content Assessment. Identify those inbound marketing elements, such as white papers, webinars, videos, checklists, tip sheets, and more that worked effectively earlier in the year. Find ways to repurpose that content into additional inbound marketing opportunities. For example, turning a slide deck into an online video, or taking a series of similar-topic blog articles and turning them into downloadable whitepaper or eBook.
- Develop Landing Pages. If you haven’t used landing pages for lead generation before, now is the right time to develop and implement them. Leverage tips sheets, slide decks, whitepapers, and other downloadable content that may be linked to a website form. The content is free to those who complete the form. What do you get? Additional leads and email subscribers for future marketing efforts.
- Blog Articles. Begin writing and squirreling away those blog articles for the winter months. You may not have time write during busy season, but you can make time to post things. Find those relevant topics for your clients and begin writing them now. Look at content you’ve been exposed to earlier in the year that you have earmarked for blog topics. Develop a blog calendar that aligns with your firm’s goals and write about the topics that will help you to reach those goals. Increase exposure for your firm’s staff – both partners and non-partners – to write content they can put their name on.
- Social Media Planning. If you leverage social media in your firm, don’t let it go dark during busy season. Leverage a scheduling tool, such as HootSuite, to help you schedule social media posts over a period of months. That doesn’t mean you should set it and forget though; remember to check the site a couple times per week to stay on top of responses and comments. Also, remember to share other people’s content to help increase your social media reach.
- Online Advertising. Now is the time to be thinking about increasing leads before busy season by developing online ad campaigns on search engines, online magazines, conferences, and/or social media. Define the campaign goals, such as “Increasing LinkedIn referrals by 5% each month-over-month from January to March.” Or, “Add five new leads from [enter source] each month from September through January.” Conduct SEO keyword research based on website analytics and research tools like Google’s Keyword Ad Planning tool, to help you leverage the most effective terms for your campaign. Write the copy and develop the call to action for the ad. Create up to twelve ads with three ads per campaign to start. Manage the ads during the pre-busy season months, and schedule them not to run during busy season. Swap out poor-preforming ads with new ads from the original twelve. Report on the metrics for successes and failures.
- Promotional Products. The fall is a great time to thank clients for working with you. Consider sending your thank you prior to the holiday season or in January to help make it stand out.
- Referrals. If the fall is a time when you’re having more in-person or phone contact with clients, remind them that a referral is the best form of flattery. Give them an opportunity to share their thoughts about your firm with others by asking them to participate in a survey, sharing your firm’s newsletter with their friends, and commenting on social media posts. In some cases, capturing people’s survey comments on video is a nice way to increase the media mix on your website. Work with a graphic designer to take text comments and to develop them into a video montage for use on the website, in newsletters, and client emails. Leverage tools like PowerPoint™ and Google Hangouts™ to complete the task. No fancy video equipment is needed.
- Emails. If you need clients to take action on their account, connect with them prior to the holidays. View the August Resource Guide marketing tip on how to leverage standardized emails to increase client engagement.