Tips to Developing Your Annual Marketing Plan for the New Year

Michael Strickler

Michael Strickler About The Author

Dec 9, 2020 10:36:00 AM



With the new year quickly approaching, it's important to start developing your annual marketing plan. Creating a long-term marketing strategy is a great way to stay focused on your goals, keep important dates in mind, and stay on top of your budget. However, many marketers find themselves struggling to develop and implement a plan. As you develop your marketing strategy for the upcoming year, keep these tips in mind.

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Focus on Your Goals

goalsGoal-setting marketers are 376% more likely to report success in their overall marketing efforts. Try setting SMART goals, that are specific, measurable, attainable, realistic, and timely.

As you set your goals for 2021, make sure you account for significant changes in your business from 2020 due to market conditions. This year, we have dealt with COVID-19, social turbulence, the election, and significant changes in technology. You should also be prepared to adjust your strategies and goals, just as you did throughout the course of 2020. 

Keep Important Dates in Mind

calendarYou should always keep holidays and other important dates in mind when planning marketing campaigns and promotions. Of course, you likely keep the Christmas holidays, Halloween, and Valentine's Day in mind when you're planning your marketing campaigns. If you offer clothes or school supplies, the Back to School season may be a major earner. You should also place national days that relate to your business at the top of your list. 

Restaurants, for example, may want to focus on National Hotdog Day or National Dessert Day. These opportunities can help increase interest in your business and give consumers a better idea of what you have to offer. Promotions specifically designed for those days can help bring customers to your business, rather than sending them to your competitors.

As you incorporate those dates, you may want to let customers know ahead of time what you're offering so that they can add you into their plans. For example, if you're offering a free cookie for National Chocolate Chip Cookie Day, you should notify your customers several days ahead of time so they'll be sure to check in when the day arrives. 

Budget, Budget, Budget!

Screen Shot 2020-12-02 at 4.40.25 PMIn order to create an effective annual marketing plan, you must make sure that your goals and budget are aligned.  Setting your budget in advance can also give you a better idea of what opportunities you should take advantage of and what opportunities to pass on.

Investing more money in methods that aren't working won't help increase your advertising results. Increasing your spending in key areas, however, can substantially improve your results and increase the return on your investment. 

Creating an effective marketing plan starts by looking at the year ahead and considering your overall needs. After the disruption of 2020, you want a dynamic marketing plan that is prepared for whatever 2021 might bring. Are you ready to start working on your annual marketing plan as 2020 draws to a close? Working with an experienced media partner can help you get a better idea of how to allocate your budget, where you should focus, and how you can better reach your target market.

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Topics: Strategic Planning & Research