It’s Time for Your Mid-Year Marketing Review!

5 things you can do today to positively impact your 2014 results.

Can you believe how fast 2014 is flying by? Seems like it was just yesterday that you were planning your 2014 marketing efforts. Now it’s already mid-year – a good time for a marketing checkpoint to analyze results and make adjustments while you can still impact 2014 results. Just like you, our team at PracticeProfs started the year with a number of new marketing ideas and tried to adhere to our “goal of 1” philosophy. It’s time to review progress, make changes, and optimize results.

Not all marketing ideas can be winners. Drop the losers and move on

It’s not too late to improve (or further improve) 2014 results. Here are some tips to help you evaluate your own 2014 marketing progress and pick up the pace in the second half of the year.

  1. Dust off your 2014 marketing plan. You probably also gave some thought to ways that you could grow your firm’s business in 2014. Did you ever start the blog or newsletter, test a pay-per-click campaign, or launch a referral program? What’s working best, and what still requires some more attention?
  2. Update your website. Add some new content based on your 2014 experiences, like success stories, client testimonials, or best practices. Does your website content appeal to your firm’s prospects, or some Google robot? Prospects pay your bills, not robots.
  3. Review vendor promises. Are the results, activities, reports, and general communications meeting your expectations, or are you still waiting for the sales rep to call you back? Marketing requires proactive effort and ongoing adjustments, like this mid-year review.
  4. Analyze your internal “sales” process. Once the calls come in, how well is your team converting those contacts into consultations and then clients? For example, if you are receiving more phone calls but your consult count is flat, maybe it’s time to review internal processes to ensure that you are effectively turning prospects to clients.
  5. Do some spring cleaning. Cut your least-performing marketing activities. When you add or change your marketing program, some things will perform well and others will miss the mark. That’s perfectly normal. But when something (or someone) isn’t meeting expectations, drop it and try something new. Don't limp along with the same old results.

How’s your revenue?

Ultimately, your marketing campaign is successful only when it is generating new business at an effective return on investment (ROI). If you created a revenue forecast at the beginning of the year, are results meeting your expectations? What’s most important is that you are looking at results and making adjustments - while there is still time to impact 2014 results. If you don’t have a plan, take a look at first half results and sketch out some client and revenue projections for the remainder of the year. Will your marketing efforts get you there? If you're not sure, give us a call.

If you can’t measure it, don’t do it.SM

 

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