If your New Years’ Resolution is to up your marketing game, you’ve come to the right place! The new year is a great time to set new goals and take time to reflect on what worked/didn’t work for your shop’s marketing. In this two-part blog series, we will walk you through setting marketing goals for the upcoming year and translating those goals into an actionable plan! Now, let’s set your 2023 Marketing Goals!
Look at Where You Are Now
As with setting any type of goal, the first step is to look at where your bridal shop is currently. A great way to look at this is using the SWOT analysis. This dives into the shop’s environment both internally and externally to find what is affecting your shop’s success.
In addition to looking at the current situation of your shop, you should also take into account who your ideal bride is before setting goals. Knowing this can help identify if you are already reaching your target audience, or if you need to adjust your marketing methods. Download our free worksheet to identify your ideal bride to make this process easier!
Decide What You’re Objective Is
Now that it has been established what the current situation for your bridal shop is, the next step is to identify what area of your marketing you want to focus on. First, let’s look at the journey every bride takes with your brand to become a customer of your shop. The diagram below shows how this journey is divided up into 4 steps. Once you identify what step you want to focus on or at which step you currently struggle with, you can choose a marketing objective that makes the most sense for your bridal shop.
1. Awareness
If awareness is a problem stage in your brides’ journey, then that means that brides in your area don’t know about your shop or aren’t finding you very easily. Your marketing goal for 2023, therefore, should revolve around building awareness for your brand. This is done through utilizing new channels, being consistent on channels, and providing information about your shop to brides.
2. Interest
Your brides may also be aware of your bridal shop, but fail to move on to the Interest stage. For example, a bride-to-be follows you on social media and likes your posts, but doesn’t visit your website. To overcome this, set goals to increase the amount of information you provide to brides and manage your brand’s reputation.
3. Desire
After gaining more information, brides will decide if your bridal shop is the right place to find their dress. Set your goals to focus on strengthening relationships with users, appealing to brides’ emotions in your content, and managing your brand’s reputation to help this process.
4. Action
Finally, it comes down to brides taking the action to book their appointment at your shop. Goals that can help a bride decide to book can be to provide support and top-notch customer service. At this point, brides have made their decision to act, and you want to make that process as easy as possible for them!
Stay tuned for next week’s blog on how to create an actionable plan based on your marketing goals!
Need Help Understanding Where Your Shop Needs Help?
We will work with you to create a snapshot of your current situation and ideal bride to create a strategy to lead brides from learning about your shop to saying “YES!”. Check out how we can help you book more brides in 2023 here!
Not sure yet? That’s okay! We share FREE MARKETING RESOURCES every week on our Instagram @engagedmarketingcompany!
