Things to Consider When Developing Your Annual Marketing Plan

Many people believe the end of the year is an opportunity for reflection. It’s a time to look back, evaluate the past year, and use what was learned to plan for the future. #NewYearNewYou

The same can also be said for your marketing efforts. Are you using acquired insight to refine your strategy?

There is a lot to consider before you put pen to paper to write your annual marketing plan. Here are some fundamental questions to answer before you get started:

Budget Evaluation

• What was spent in the previous year?

• What was the return on investment?

• What investment is required to support new or revised initiatives?

Marketing Performance

• Which tactics or content performed well?

• What made these elements successful?

• Are there any tactics or content that did not resonate?

Market Landscape

• Are there any industry trends that might impact your marketing efforts?

• What are your competitors doing well?

• Is there an opportunity to do it differently or better?

Target Audiences

• Based on performance, is your target audience accurately defined?

• What do you know about your current customers? Has their perception changed?

• Do your business strategies require outreach to a new or different audience?

Brand Strategy

• Do your communications accurately represent your brand?

• Are your communications consistent and recognizable to consumers?

• Is a shift necessary to support new or revised business initiatives?

Objectives

• Did you achieve your goals from the previous year?

• What contributed to or hindered your success?

• What are your goals for the new year and how do they support your business objectives?

• What is the priority of those objectives?

While developing a plan requires time, it is time well spent. Having a strategic roadmap is an effective way to stay focused on your goals, manage your budget, and continually improve your performance.    

Running out of time this year? Let us help.