It’s that wonderful time of year again! Christmas is finally here and everyone in the office is looking forward to a well-deserved break.
While we all look towards time off towards the end of December to spend away from the desk, it’s important to put the pieces in place so that when you return, you can start 2017 with your best foot forward.
So putting aside thoughts of presents and mulled wine for the moment, here’s our advice for making the most of the remainder of 2016!
Schedule new content for when the office closes
While most offices close over Christmas, the internet is always open – so make sure that you’ve scheduled content to go out while no one is around! There are plenty of social media tools you can use to schedule your content and tools like MailChimp and Campaign Monitor will allow you to schedule any e-shots you want to send out.
If you’ve got something interesting or useful to share with customers over the festive break make sure it’s ready to go out.
Reflect on your 2016
The end of the year is always a great time to reflect on your marketing successes in 2016. Take some time to dig through the data and figure out what marketing campaigns have worked for you and which one’s haven’t, and take those lessons learned into 2017.
Here are a few ideas to help you break down your research:
- Social media – Has your content been engaging? Are you driving actions through the content you share?
- Email marketing – Are you driving people to the website? Are you generating sales? Have people even opened your emails?
- Website – How are people finding your website? Which content do they engage with? On what web pages are people bouncing from your website?
- PR –Are your competitors more visible than you in the media?
- CRM systems – Have you reached your sales targets? When are there dips in your sales? Which campaigns have worked best for driving sales? Covered in PR
- How are customer trends changing? – The needs of customers change – is your business meeting those needs? Does your service or product need to be improved or adapted to keep up with the competition?
Set new marketing goals for the New Year
After carrying out some research you should have a much better idea of where you want to go in the New Year.
Use these next few weeks to develop the marketing objectives you want to achieve in the New Year.
They could be sales-related, they could be focused on improving your brand position in the market, or they could be about building better relationships with customers.
Use the insights from your research and keep your objectives SMART (specific, measurable, assignable, realistic and time-related).
Develop your New Year strategy
Specific objectives are always good to have, but you need to know how you will achieve them. This is where your strategy will come in handy.
When creating your strategy it should outline:
- Who you’re targeting with through your marketing activity (i.e. which segments)
- What marketing channels you’ll be using (e.g. email, social media, PPC)
- What marketing content you need (e.g. video, stock images, newsletter template)
- What resources you need to achieve the activity (e.g. new social media software, a new employee, etc.)
- When will you be implementing your strategy (i.e. timeline of activity)
- Who’s responsible for carrying out the activity
- How will you measure your marketing success (i.e. KPIs and activity measures)
It can be a daunting task creating a 12-month marketing strategy, so break it up into four manageable quarters and use a Gantt Chart to clearly outline the various activities.
If you regularly monitor the results and communicate the strategy clearly, 2017 should be a great year for you!
And, don’t forget…
We specialise in helping organisations develop bold marketing strategies, so if you need a hand in the New Year whether it’s with your PR or digital activity, get in touch!