Goal Setting and Budget Planning

Friday, November 3, 2017

“When you fail to plan, you plan to fail.” Sir Winston Churchill

2018 is now less than two months away, and the time has come to start planning for the new year. We’ve put together a few tips to guide you through the planning process. Here’s a quick and easy guide to setting your marketing goals and determining your budget.

Schedule a Planning Session

Establishing your businesses goals and objectives is the first key to success. Do you want to increase brand loyalty amongst existing customers? Or are you strictly focusing on bringing in new ones? Do you want to sell more HVAC units or do you want to focus on increasing service calls? Once you know what you want to achieve with your marketing, you can determine the marketing strategies required to reach them and calculate the budget you’d need for implementation.

Establish Your Target Unit Sales

Though you know sales are essential for your businesses success, you may not know the exact percentage you need to hit in order to keep your business growing. Your minimum growth should be at least 4% higher than last year’s total sales. Base your monthly goals on your total annual goal.

Specify Your Marketing Budget

State clearly how much should go into marketing efforts. You can set a fixed amount or specify a certain percentage of your gross sales. For example, you can set 10% of last year’s gross sales as your marketing budget.

Distribute It Accordingly

Aim to have diverse methods of targeting your ideal consumers. Spread out your marketing investment instead of merely relying on only a single channel. More touch points means more opportunities to connect with exisiting patients and reach new ones.

Optimize Your Use of Direct Mail

Direct mail is known to be one of the most effective marketing strategies, as 86% of people enjoy getting mail from practices they trust (HubSpot). Start by reviewing how well your direct mail campaigns performed this year. What can you do to improve the response rate to your direct mail?

Promote Low Cost Marketing Strategies

There are several methods to promote your business at without any exorbitant fees, such as patient referrals and patient reviews. Referrals are the most favored because of consumers’ high level of trust in feedback and the absence of costs involved.

Keep Track of the Results

How’s your target market responding to your marketing? Some of the things to look at are the number of service calls booked, the number of new customers reaching out, the number of HVAC units replaced, referrals, etc.

This is the general flow of a marketing plan. For more tips, call BlueWing HVAC today.


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