How to Build an Annual Marketing Calendar for Your Copier Dealership

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How to Build an Annual Marketing Calendar for Your Copier Dealership

Darrell AmyChief Innovation OfficerDealer Marketing

Jon MitchellClient Marketing DirectorDealer Marketing



challenge

How can you transform good intentions into measurable results?

What are the top challenges you face when it comes to executing on your marketing plan?



Goals



today

How to build a complete annual marketing calendar to support your sales efforts



Annual marketing calendar



Smart goals

S M A R TSPECIFIC MEASURABLE ACTIONABLE REALISTIC TIMED



goalsBusiness goals1. Grow revenue by $__ million2. Add __ net-new clients per

month.3. Increase Managed Services

revenue by $__ per month

Marketing goals1. Generate __ leads per month2. Increase website search

traffic to __ visitors per month3. Sales reps post to LinkedIn

an average of 20X per month4. Launch a new website in Q2.5. Build a new scripted initial

presentation by spring break.



GOAL

S



Marketing calendarAnnual Calendar

Monthly Cadence

A 12 month project plan A list of items that need to happen every week/month



Annual CALENDARYour 12-month Project Plan



events

What types of events are you planning to run in 2017?



Event promotion ideas



1. Rethink social media



2. Use an event platform• Make it easy to sign up• Use promotion tools• Automate reminder emails• Streamline check in



3. Consider webinars• Choose specific

topics/markets• Invite Subject Matter

Experts• Record the event so you

can use it going forward



projects



promotions• Seasonal Promotions• Blitzes• Non-Profit Promotions



Annu

al c

alen

dar

What projects would you like to accomplish in 2017?



Monthly cadenceA Plan for Consistent Execution



Monthly cadence



HOW TO STAY RELEVANT WITH GOOGLE



94% of buying decisions begin online

Digital content IS becoming a deal breaker for consumers who are looking for information online. Companies that aren’t there with answers to prospects’ questions will fall off the radar, while brands that anticipate questions and provide useful resources will win brand awareness and, eventually, conversions.Acquity Group, 2014 B2B Procurement Study



content Do you consistently blog at least 4X per month?



Website maintenance• Touch each of your pages once

every 90 days• Review your calls to action• Update your product catalog



84% of C-level/VP executives surveyed use social media to make purchasing decisions.IDCSocial Buying Meets Social SellingApril 2014



A workable social rhythmTWITTER LINKEDIN

PAGEFACEBOOK GOOGLE+

FREQUENCY Multiple Times per Day

Several Times per Week



CONTENT Links to BlogTech ArticlesLike/Retweet

Local SourcesOffice Humor

Thought Leadership

Links to Dealer Blog

Photos ofEmployees

Charity EventsClients

Office Humor

Mix of Photos and Content

from LinkedIn



social• Social Listening• Inbox Monitoring• Follower Building



buffer• Use automation tools

Which social media platforms will you actively manage in 2017?



Search engine optimization



seo• Review

Reports• Directory

Management• Online

Reviews



reviews• Ask for reviews following

service calls– Ask for reviews when you

get a 9.0 Net Promoter Score

• Have a sales contest



Sales support• Field Ride• CRM Maintenance• Lead Assignments• Deal Analysis



Monthly cadence



In-house or outsource?In-houseRequires a local presence

• Social Listening/Engagement• Case Studies• Events• CRM Maintenance

OutsourceRequires repetition or expertise

• Website Development• Graphic Design• Content Creation• Social Content Updates• Search Engine Optimization



Mon

thly

cad

ence



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How to Build an Annual Marketing Calendar for Your Copier Dealership

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