Plan Your Propane Marketing One Month at a Time

Running a propane business means staying ahead of the seasons, your customers’ needs, and your competition. But without a clear monthly marketing plan, your message can get lost. You may find yourself scrambling to come up with ideas or reacting to slow sales, rather than staying on offense. The good news is that building a propane marketing plan doesn’t need to be complicated; it just needs to be consistent.

A monthly marketing plan gives you a road map. It tells you what to promote, when to share it, and how to reach your customers. It helps you stay focused and prepared, instead of always playing catch-up. Whether you’re a one-person shop or managing a full team, having a clear plan keeps your brand steady and your business growing.

Start With Your Business Goals
The first step in any marketing plan is knowing what you want to achieve. Ask yourself what matters most right now. Do you want to bring in more residential customers? Sell more tank monitors? Fill in slower weeks with service calls? Set a few clear goals for the month. These could be tied to customer sign-ups, referrals, or website traffic. Your entire marketing plan should support these goals. Without them, your message can feel scattered and hard to track.

Plan Around the Season
Propane is a seasonal business, so your marketing should match the time of year. Think about what your customers are likely to need this month. In colder months, you might focus on tank fills or emergency delivery. In warmer months, you might push outdoor propane appliances, grill tank exchanges, or summer safety tips. Seasonal planning makes your message feel timely and helpful, rather than random or forced. It also helps you prepare for demand before it spikes.

Choose Your Key Messages
Once you know your goals and seasonal focus, decide what you’ll say. Keep your messages simple, clear, and focused on how your service helps the customer. You don’t need fancy language or dramatic claims, just real, direct benefits. Each week of the month can highlight a specific topic. One week might be about budget plans. Another might feature customer testimonials. This provides variety in your messaging while staying on track.

Use the Right Channels
Now that you have the messages, you need to get them in front of your audience. Decide which channels you’ll use. This could include:

• Email newsletters
• Social media posts
• Your website or blog
• Local ads or flyers
• Text reminders

You don’t have to be everywhere, just pick the channels your customers are most likely to use. Then stay active, compelling, and consistent on those platforms.

Set a Weekly Schedule
Break your month into weeks, and assign each week a main task or theme. For example, the first week of the month might be an email promotion. The second could be a short video for Facebook. The third might highlight a service in your newsletter. Spacing things out this way helps you stay consistent without feeling overwhelmed. You don’t need to post every day, but you do need to show up regularly. A simple schedule that you stick to is better than a busy one that you abandon.

Track What Works and What Doesn’t
At the end of each month, look back and see what you did well. Which emails got opened? Which posts had the most engagement? Which offer brought in more calls or sales? Take note of what worked and what didn’t. This will help you build smarter plans in the future. Marketing isn’t just about doing, it’s about learning. Don’t be afraid to switch gears if your current plan isn’t producing results. It’s never too late to improve your strategies and fine-tune your methods.

Become a Marketing Master
For propane businesses, a monthly plan brings order to the chaos. It helps you stay visible during busy times and remain top-of-mind during slow ones. When your marketing is consistent, your customers know they can count on you. With a plan in place, you’re no longer just guessing about what you should do next with your marketing. Instead, you’re being proactive rather than reactive – making smart moves, staying ahead of the curve, and building a business that grows month after month.