For many businesses and organizations, it’s the time of year when you start to reflect on what worked well in 2015 and what needs to change for the upcoming year. Here are five things to keep in mind when you’re planning your marketing strategy for the upcoming year:
Does your plan fit your company’s growth goals?
If your company is planning on 20% growth in the next year, have you made the necessary adjustments to your marketing plan to achieve that target? It’s an overused cliche, but the phrase, “the definition of insanity is doing the same thing over and over and expecting a different result” can certainly apply here. If you want to see growth for your organization, you need to make investment in either hiring staff (or an agency) or increasing your marketing and advertising budget.
Do you have a targeted approach to your audiences?
Everyone wants to spend their marketing budget in the most efficient manner. Identifying your key audiences and developing a smart tactical approach to target them will go a long way towards success. Should you still advertise in the Yellow Pages? Should you spend money for that billboard? Do Facebook Ads makes sense for you? Creating a plan that precisely targets where your audience consumes media will help you pinpoint the best way to spend your marketing budget.
Are you addressing each level of the sales funnel?
Everyone wants to spend the least amount of money and effort to get customers. As a result, many businesses focus their budget and time on the lower funnel buyers. But what are you doing to fill the top of your funnel? Do you have a long-term strategy for brand awareness? Take the time to consider what you’re doing to attract those customers who could become customers six months to a year from now.
What is your website’s content plan?
In this day and age, I probably don’t need to belabor the point that your website is a vital piece of marketing collateral for your business. What’s one of the first things we all do when we hear about a new product or company? We look up their website.
What are you doing in 2016 to keep your website updated with new content? And for the record, “new content” doesn’t always mean create a News or Blog section on your site. For example, if you’re a construction company, you can focus on creating pages showcasing recent projects with detailed information, photos and even video. FAQ pages (and videos) are also easy solutions for starting a content plan for your website.
Have you set aside a portion of your budget to test new ideas?
With today’s technology, there are so many ways to target your audience. It might be difficult for you to try all of them. Making analytical decisions about where to spend your budget is key, but you should also save a small part of your budget to test new channels. The results of this testing may help you discover a new viable channel for your marketing efforts. In the past, perhaps you’ve spent most of your budget on search engine marketing and display advertising. Create a plan and carve out a small budget to test paid social advertising next year and measure the results.
Want to include more digital strategy in your 2016 marketing plan, but aren’t sure how to get started or how you’re going to execute it? Contact us today and we’ll help you figure it out!