26 Feb 8 Steps to making more money in 2014!
The end of the year and beginning of a new one tends to make one reflect on the year’s successes and failures…
What were your top achievements?
What was your biggest failure?
What had the biggest impact?
And so on…
Instead of focusing on generic achievements, I thought it’d be fun to put a little twist on this year’s achievements by relating them specifically to your marketing successes and failures.
So here’s how to review your 2013 marketing and 8 easy steps to making more money in 2014:
- Map out how you did income-wise throughout the year. Write down your total income per month for the entire year. Which were your biggest months? Why? For instance, did you increase prices, hold an event or launch a product or new service that created a spike in sales? This will give you clues of things you might want to be sure and repeat next year
- Which were your three most important marketing initiatives for the year? Why were they important? At Vet Dynamics, one of our most important initiatives is our VBAs to drive membership because without members, we have no one to attend our events
- What were your top three marketing campaign results of 2013? Maybe you launched a product or service (K Laser, Pet Health Club) that generated new or better income this year or added a new source of referrals that has created a new source of good pet owning clients. What was it that made them successful?
- What was your biggest marketing failure this year? A mailing, radio advertising or leaflets? What did you learn from it? Marketing is never successful 100% of the time, however when you test and measure things, you can learn to be more successful the next time. Think about your marketing failures and what the biggest lesson was that you learned last year so next year you can do better
- What are three marketing techniques or strategies you used that had the biggest impact on your bottom line? Did you try something different like incorporate direct mail? Or e-mail marketing? Or add one of the 22 Business Building Strategies from our Veterinary Marketing Toolkit? Write down what the strategies were and how they impacted your business
- What are three things you want to achieve with your marketing in 2014? Do you want to attract better and more valuable clients? Increase your PHC sales or membership? Be able to charge more with less resistance to price? Create a steady stream of customers, clients or patients that come to you? Increase your high value clinical work? Determine what it is you want to achieve and that will help you define where you should focus your time, money and resources.
- What marketing (already in place) would you most like to improve or change? How and why? Sometimes we have marketing in place that needs a tune-up. For example, maybe there is an old client leaflet, welcome pack or brochure that isn’t working as well that could use some freshening up. Or maybe your website needs a tune-up
- Describe what your marketing will be able to do for you in the future. What marketing do you need to get in place or what do you need to do to create that? For example, you might say…
“I want marketing that will attract and convert well-paying customers that love what we do here so that I don’t have to chase them.”
or “My marketing will develop customers into raving fans who tell others about my excellent customer service and are willing to pay premium prices without resistance.”
or “My new Pet Health Club will fill up quickly and easily. And when I launch new products and services I’ll have a receptive audience who will buy without question.”
The next step would be to figure out what you need to do to make your marketing picture a reality. In the above examples, an integrated client generation, conversion and retention strategy would need to be in place which means you might need to develop a comprehensive Marketing Strategy. Or you might need to attend one of our Veterinary Business Accelerators this year.
Spend a few minutes reviewing your marketing from last year and it’ll be easier to develop a more successful plan for 2014. Plus you’ll find it easier to make decisions about what type of resources you need to get in order to fulfill your marketing goals in the coming year.
NOTE: If you want to be sure to make your marketing better in 2014, consider joining myself and the Vet DynamicsTeam in the Platinum Practice Coaching group. New this year we are adding ways to find money fast and a marketing Conference in September. For more information or to apply, click here.