Part 2 – 2013 plan and goal development.
This exclusive content was written by PracticeProfs President Dave Slovin for Lawyernomics by Avvo.
Now that retailers are starting their final holiday sales blitzes, you should be thinking about finalizing your 2013 marketing plans. The intent of this 2013 marketing planning exercise is not only to document specific marketing activities, but also to set some goals for what you would like to accomplish and achieve next year. As the saying goes, “If you aim at nothing, you’ll hit it every time.”
In Part 1 of this series I discussed how to review and critique your 2012 results, identifying the activities that missed, met and exceeded expectations. The “goal” here was simply to document whatever quantifiable marketing data and results you have, like email addresses, clicks, visitors, phone calls, clients and revenue.
Improve your marketing results in 2013 by setting some realistic goals
Now that you have assembled this information, let’s look for some opportunities to improve, try new things, and dump the failures – like your partner bobblehead mailing. The good news is that you probably thought of a number of ideas just by documenting your results. Those tend to be best, especially internal process enhancements that don’t involve paying some vendor more money.
If you can’t measure it, don’t do it. SM