Posted by Sue on February 1, 2012 · 1 Comment
Recently, as a Business Coach, I’ve been conducting client strategy and new client discovery sessions to assess the effectiveness of their business marketing strategies. We are then creating a relevant action plan that is applicable and exciting for 2012. Of course, this is an on-going process that isn’t static, but living, therefore requiring continuous assessing, tweaking, learning, planning, and readjusting. Here are some of the questions you should be working through as you determine how 2011 went for you. Then take the time to determine how you want 2012 to unfold regarding your marketing plan. Start here:
What was your customer acquisition goal for 2011?______
What percentage of customers did you retain?______
What percentage of customers did you lose?______
How many total customers do you have?______
How many of them were thrilled with your services? ______
Satisfied?________
Unhappy?________
How many new customers were acquired in 2012? ________
What percentage of new growth is this? ________
Where did they come from, what percentage came from which marketing strategy:
Personal contact? ________
Networking Event? ________
Social Media?________
Print? ________
Ezine?________
Because of a referral? ________
Where did the majority of these new orders come from?
Within your city? ________
Another state? ________
What percentage of returning customers re-ordered? ________
How often did you drop by, call, follow-up to receive
these returning orders?________
How many” touches” did it require for the order? ________
What form of touch worked best? Percentage from:
Personal contact? ________
Social Media? ________
Print? ________
Ezine? ________
What percentage of customers come from your
target market? ________
What other industries land in your top 20% revenue? ________
How many new customers make up your top 20% ________
of your revenue?
How many returning customers make up your top 20%
of your revenue? ________
What other industries land in your top 20% revenue? ________
What strategies do you employ to follow-up with new and existing customers?
Do this kind of assessment, and I guarantee you’ll be astounded at what you discover. With a few of my clients doing this process in January, they already not only discovered that 80% of their revenue in 2011 came from only 20% of their clientele, it was amazing to see that statistically they’re absolutely typical! The value of this information is that now they know where 80% of their time should be spent moving forward. If you add to this mix, a few new strategies, continuous training, and a bit more evaluation, you’ll find yourself developing a system to stay ahead of the roller coaster so many find themselves on when marketing ineffectively.
