2021 Planning For Marketing
I posted about this on LinkedIn but thought it would be great if I made it into an article to elaborate and help out as many marketing professionals as possible. I’m still seeing a lot of questions and discussions on LinkedIn around 2021 planning. 📝
The fall season is usually the time that most marketing professionals start planning for the following year. Some start planning in the winter season. ❄️
Some things to consider:
1️⃣ Talking to your CEO
2️⃣ Talking to the salespeople
3️⃣ Forecasting ROI (quarterly)
4️⃣ What are the strengths and weaknesses of your marketing team?
5️⃣ What are the company goals?
6️⃣ Sales goals?
7️⃣ Marketing goals?
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I find that CEOs really like a forecasted ROI per quarter.
When I was a digital marketing manager I created a spreadsheet and I tried to be as detailed as possible. I wanted to know EVERYTHING so I broke down organic and PPC metrics per month. Below are the metrics that I tracked.
- Total Campain Cost
- Revenue Generated
- Profit(Loss)
- # of Responders (Clicks)
- # of Responders Converted to Leads
- # of New Clients
- Cost Per Click
- Cost Per Lead
- Lead Conversion Rate
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- Profit/Loss
- Operating Expense
- Other Costs
- Total Profit/Loss
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🔥 ROI 🔥
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I looked at how many leads converted to clients. I also looked at the cost analysis, the average income per client, and more. Based on these metrics I then created my average monthly predictions for paid and organic. There are a lot more details but I hope this gets the ball rolling for you.
Let me know what you think and please put your takeaway in the comments below.
