Internet Marketing Digital_marketing_for_dummies | Page 275

Consider your target revenue goals, and figure out where you want to be each month to
reach those goals.
2. List your nonrevenue goals.
This list could include nonrevenue growth opportunities such as the launch of a blog
or podcast, the release of a book, or the opening of a new location.
3. Slot holiday promotions into the appropriate months.
For many retail businesses, November and December are key sales times and thus
require strategic marketing. Other businesses may have peak promotion at varying
times, such as before a major conference or during a certain season.
4. Slot annual promotions into the appropriate months.
These promotions may include major sales, product releases, or events.
5. Denote seasonality.
Every business has slow and busy months, so note those months in your plan so that
you can build appropriate promotion during those times.
6. Slot nonrevenue goals into the appropriate months.
Are you planning to release a new book or launch a new blog in March? You need
space on the promotional calendar for these nonrevenue initiatives.
7. Break your revenue goals into monthly allotments.
Keep seasonality in mind (see Step 5).
8. Add your standard revenue projections.
Include promotional efforts, major events, standard rebilling contracts, and
subscriptions.
9. Subtract your expected revenue from the target revenue.
After doing this, consider how you can fill in the remaining revenue needed. This step
is where your marketing efforts come into play.
10. Brainstorm additional promotional ideas that could generate the revenue you need
to reach your goals.
Will you need to add new products or services to promote to reach your target
revenue? Can you find new ways to offer the existing products and services you
already have?
11. Spot-check and adjust.
Ask yourself whether your calendar helps you meet your goals in a way that will be
both effective and practical.
12. List additional items that you need to meet your target.
You may need to launch a new product or service, or to create a sales presentation, for
example.