Jonathan:

Hey, I’m going to give you some ideas for a marketing plan. I’m going to do this video in two parts. So the first part is I’m going to tell you about some data that you might want to pull together. And if you are unable to pull this data together, I hope you’ll still watch the video because it’ll give you some clues as to what you should be thinking about and tracking inside your business so that you can get the business to where you want to go in the most profitable and fastest way possible.

So in this video, I’m gonna tell you what you want to pull together, maybe how to be thinking about your data. And then in the next video, I’m going to tell you how to put together the marketing plan. So let’s start at the top of my list. So ideally, and I’ll explain the why behind these items. So it’ll take me a few minutes to get through the video.

So what you want to do from a sales standpoint is you want to look at your previous year sales. And we want to pull the previous year sales by source and by zip code ideally. And so when I say source, I’m talking about did they become a client? So last year, did you get, let me rewind.

Let’s say you earned eight clients in the month of April of the previous year. And you’re reporting this data by source. And so two clients came from Facebook. One came from your website or Google. Three came from a client referral, two came from door hangers. And one came from, they called and said they saw your truck. That’s what I’m talking about. So that’s a source. A source is how did they hear about you? And then by zip code says you won eight clients in this zip code, and two in this zip code and one in this zip code.

And then finally, let’s say you’re a commercial company and you have salespeople. So if you’re a commercial company and you have salespeople or maybe you’re residential and you have salespeople, you want to know how many of your sales, whether it be dollar value or volume or account, originated from a sales individual, a specific cells individual.

So the reason for this type of data is it helps you figure out where to double down in the next year. So as an example, if you were looking at back at the previous year in the majority of your sales are coming through Facebook versus let’s say client referrals, it tells you that in this coming year you might want to double down on Facebook. It also tells you other things. If you quit doing Facebook in this calendar year, then you can expect that your new client acquisition count is going to be lower than the previous year because that was an important channel or an important way of finding clients.

I could talk for hours on this video, so I’m only giving you the high-level data. You can do a little additional research if you’d like to. But the idea is we need to know what your best zip codes are, meaning, where are most of your clients coming from? We need to know what your best lead sources are, whether it be door hangers or trucks, that are most likely to turn a prospect into a client or lead to a client buying.

Here’s another example to get a little bit more sophisticated. You might have Facebook and door hangers and what you might find is that door hangers work best in a certain zip code versus another zip code. So hypothetically you put out 1000 door hangers in two different zip codes, but one zip code massively outperformed the other. So that tells you as well maybe you want to put most of your marketing efforts and most of your money in that zip code versus continuing to spend in the other zip code for door hangers didn’t perform as well.

And when you don’t have a lot of money is, it always matters what I’m about to say. But when you don’t have a lot of money,