Year in Review
Looking back to Look Forward: Year in Review and Planning Ahead for Success
As the year winds down, December is the perfect opportunity to take stock of your marketing strategy, evaluate what worked, and identify areas for improvement. In the home improvement and home services industries, where seasonality often plays a major role, this reflective period can be pivotal in setting yourself up for success in the coming year.
Here’s how you can leverage December to review, strategize, and plan your way to a prosperous New Year.
Step 1: Reflect on Your Current Marketing Strategy
Before you move forward, take the time to analyze your performance from the past year. Focus on metrics that matter, such as:
Leads Generated: Which campaigns brought in the highest quality leads? Which campaigns generated the most brand awareness? Which campaigns dropped in quality or quantity?
Conversion Rates: How many leads turned into actual customers? What was conversion rates of individual lead sources and what was the total conversion rate of your team?
ROI on Campaigns: Which marketing channels provided the best return on investment? Which campaigns may have fed other campaigns? How are the different channels working together?
Review both successes and failures to identify patterns. For instance:
Did your summer “Outdoor Makeover” campaign outperform expectations?
Were fall promotions like "Save $500 off" or "Back to School Savings" well-received?
Document what worked and what didn’t, so you can double down on successful strategies and refine underperforming efforts.
💡Pro Tip: Celebrate the individual wins and the team wins together during an endo of year party or meeting!
Step 2: Pinpoint Growth Opportunities
Home improvement trends are constantly evolving. Use this time to research emerging industry trends and align them with your marketing plan. Consider these strategies:
Expand Your Digital Presence:
Optimize your website for mobile users. As high has 90% of users access your website from a mobile device. Making it lightning fast on mobile is essential!
Invest in video content showcasing projects, before-and-after transformations, or expert advice. Connect with a local videographer for project based work to save $$$.
Seasonal Focus Areas:
Plan campaigns that cater to seasonal needs, such as “Winterproof Your Home” services in January or “Spring Refresh” projects in March.
Emphasize preventative care for homes, like surface care or weatherproofing, during the colder months.
Tap into Local SEO:
Make sure your business listings on platforms like Google My Business are up-to-date.
Target location-specific keywords, such as “garage floor installation in [City]” or “patio coatings near [Area].”
Schedule some retargeting campaigns focused on collecting reviews from past customers to boost local presence.
Step 3: Plan Ahead for 2024
Planning now ensures you’re ready to hit the ground running when demand picks up. Here’s how you can get a head start:
Create a Promotional Calendar: Map out key promotions tied to seasonal trends or holidays. For example:
“New Year, New Garage” discounts in January.
Spring cleaning specials in March and April.
Leverage Customer Feedback: Use reviews and testimonials from this year to guide future campaigns. If multiple customers raved about your flooring solutions, consider a campaign centered on their benefits.
Embrace Automation: Implement automated email sequences to re-engage past customers or upsell additional services. For example:
A winter follow-up email reminding customers to book now before the installation calendar gets full.
A referral email offering a gift card or $$$ off their next project if they refer a friend.
Step 4: Fine-Tune Your Messaging
Customer priorities often shift with the seasons, so ensure your marketing messages align with their needs:
Connect with your customers through compelling stories that offer the solutions they are looking for.
Highlight cost savings or peace of mind: “Improve your curb appeal.” or "Enjoy peace of mind with our Extremely durable Industrial Coating"
Additionally, incorporate visuals that resonate with the season, like cozy indoor spaces or clean, snow-free driveways, to create emotional connections.
Step 5: Review Partnerships and Resources
December is also a great time to evaluate the tools and partnerships that supported your marketing efforts:
Is your CRM system helping you stay organized?
Is there an inefficiency that could be resolved with a great piece of software?
Are you partnering with the right agencies or vendors for paid advertising, content creation, or SEO?
Consider scheduling a consultation with your marketing team or agency to review the past year’s performance and brainstorm strategies for the future.
Step 6: Invest in Content Marketing
Content is king, and consistent, valuable content can drive traffic and leads year-round. Ideas for the home services industry include:
Blog posts on seasonal home maintenance tips.
Social media videos showcasing how-tos or recent project highlights.
Influencer marketing using a local, memorable and engaging face.
A downloadable guide, such as “Top 10 Winter Home Improvement Tips.”
Have a production meeting the beginning of the New Year highlighting the importance of great content that comes from the production team members.
Take Action Now
If you’re ready to review your year end results or need help mapping out a winning marketing strategy for next year, don’t hesitate to reach out. A well-planned approach now can save you time and help you stay ahead of the competition in the new year.
The time to prepare for a successful New Year starts now—let’s make it your best year yet!
