9 ways to winterize your marketing plan
DESCRIPTION
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.TRANSCRIPT
© 2014 Penheel Marketing
9 Ways to Winterize Your Marketing PlanAugust 2014
© 2014 Penheel Marketing
Why winterize?• Carry you through busy season & the holiday rush• Help increase leads• Generate brand awareness
© 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 Update outdated copy on the site and archive outdated content.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.
© 2014 Penheel Marketing
2. Content AssessmentRepurpose:• Whitepapers• Webinars• Video• Checklists• Tip Sheets
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3. Develop Landing Pages Create dedicated pages for downloadable content to gain email addresses, names, company information, etc.
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4. Blog Articles• 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.
© 2014 Penheel Marketing
5. Social Media Planning• 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.
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6. Online Advertising • Define campaign goals• Conduct SEO Research• Write the copy and
develop the call to action
• Report on metrics for successes and failures.
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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.
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8. ReferralsReferrals are the best form of flattery. Give clients an opportunity to share their thoughts. • Testimonial pages• Surveys• Sharing your newsletter• Commenting on social
media
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9. Email • Connect
prior to the holiday season.
• Use standardized email formats to increase engagement
© 2014 Penheel Marketing
Who is Penheel Marketing?
Social media and digital marketing consulting firm for CPA firms, smallbusinesses, and non-profits.
Download the Checklisthttp://www.pinterest.com/pin/219550550559513457/
Marketing AnalyticsWebsite analytics, online advertising analytics. See which sources are generating the most leads.
EmailSend personalized, segmented Emails based on any information in your contact database.
Search Engine OptimizationsImprove your rank in search engines by finding and tracking your most effective keywords.
Lead ManagementTrack leads with a completetimeline-view of their interactions with your firm.
BloggingCreate blog content quickly while getting SEO tips and best practices pointers.
Social MediaPublish content to your socialaccounts, then nurture leads based on their social engagement.
© Penheel Marketing 01.07.14