Amanda Fisherman, eMarketer at Bayshore Solutions, shares questions you should ask about your business last year and how using those results will help you create a successful marketing plan for the future.

1. Creating a 2013 Marketing Plan
Amanda Fisherman
Online Marketing Team

2. Review 2012
• Begin by reviewing what was done in the past, so you
can narrow down what should be done in the future to
reach the on-going goals of the business

3. Ask Yourself
• What were your 2012 marketing and advertising goals and initiatives?
• What worked? What did not work?
• Was everything implemented as planned? Were there industry barriers that
set you back?
• Were your goals too lofty – hard to reach? OR Too small – did you greatly
exceed expectations?
• Review 2012 budget – were you under or over budget?
• Who were the internal and external partners responsible for execution?
• Who were parties responsible for execution and metric tracking?

4. In 2013
• Based off of the results reached from reviewing the previous year, what
goals do you want to reach in 2013?
• What tactics can be used to reach them? Think outside of the box. What
new & fresh ideas can be implemented to get bigger results?
• What are the priorities?
• What changes do you expect in the market place?
• What does a successful 2013 year look like? – How many products sold/
forms filled out/ people in the door, etc?

5. Most Importantly
1. Remember to set a budget
2. Identify what your ideal cost per lead should be first, rather than coming up
with a number that just “seems right or reasonable”
3. What are you willing to spend to get a quality lead? /What is a quality lead
worth to your business?
4. Calculate an estimated monthly or annual marketing budget; you will find
that you’re site will gain more quality leads throughout the year because
you’re spending what is takes to reach your true target audience
This leads to increasing traffic - which in turn will increase your leads and
decrease cost

6. For help on how to create a 2013 marketing strategy for
your company, visit www.BayshoreSolutions.com.

7. For help on how to create a 2013 marketing strategy for
your company, visit www.BayshoreSolutions.com.