Great Expectations: Planning for 2022 by Casey Walter

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Casey Walter is an International Digital Marketing Consultant. PHOTO Casey Walter

Get ready, here comes 2022! And now’s the time to set your goals and expectations, as well as your accountability. That’s not just for yourself, but your vendors as well.

Where do you start? Look at your website traffic, and see how many customers called and completed forms from your site. How many appointments were set? How many people actually showed up?

You want to set goals for response time, follow-ups, setting up appointments, as well as overall closing leads and traffic. In fact, you should be setting a percentage for every single thing.

Then, look at your Facebook. Who came to you from Facebook? What phone calls originated there? Did anyone complete forms? Did you get any appointments? Once you’ve looked at this data, you can start thinking about what you want to achieve in 2022.

Be realistic

Be ambitious, but also be realistic. Look within yourself and be honest about your capacities, your shop’s processes, and what you can handle. Your bare minimum goal for conversion should be 10 percent. But only you can set a reasonable percentage beyond that, depending on what you, your shop and staff can take on.

And it’s not just digital marketing. If you’re doing flyers, like mail pieces with coupons, you can be more aggressive. Are you noting when those flyers come in? How many do you expect to convert into sales? You need to be diligent on all your marketing fronts, traditional, digital, social.

Take some time to look at your database and clean it up. It’s likely you’ve made lots of changes. In the new year, you want to start fresh, clean up your sources, set goals and set expectations. And then, hold yourself accountable – how well are you meeting those goals and expectations?

We’re still in a pandemic, but there’s been some progress. Hopefully, 2022 will be more like 2021 than 2020. We’ve come further with vaccines, masks, and lockdowns.

This industry is essential, since our society depends on healthcare workers, first responders, grocery store clerks and bus drivers to get to where they need to be. Everybody needs vehicles to get around. So tires are more important than ever, they’re a necessity.

You have to ensure that you’re easy to find, and where you want to be found. Provide accurate, up-to-date information, because that’s what will keep customers making inquiries. What are your goals for responding?

Marketing analyst

You can look at your 2021 data, on the back end of your website, on Google analytics, to see how quickly you responded. You’ll be able to see how many appointments you were able to set up, and how many customers showed up. You can set a higher expectation for 2022.

It may be a good time to call in a marketing expert to help you set realistic expectations. Many will do an annual analysis for a flat rate. It could be a one-time fee, an opportunity for you to take away some nitty-gritty information and get recommendations tailored to your store.

Now more than ever, it’s important to set your goals to ensure your ongoing success, to see the results of your marketing efforts. As you’re coming out of the busy winter tire season, you can plan for the year ahead and look forward to continued growth.

Casey Walter is an International Digital Marketing Consultant. She educates and builds brands through modern marketing practices, while leveraging social media marketing services to amplify clients’ brand communications and connect them with consumers in order to drive business.



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