Small business owners are always planning, so you probably already have the ball rolling for your New Year marketing planning. If not, now is a great time to start reflecting on past marketing campaign performance and using the data to plan ahead for the next 12 months.
As the New Year steams in, it’s a classic time for small business owners to assess their goals and lay down a focused marketing plan that will drive growth. A clear, actionable marketing strategy not only provides direction, but also ensures every marketing effort directly aligns with your business goals.
To get you started, here’s our step-by-step guide to building a really solid marketing plan for the coming year.
8 steps to effective New Year marketing planning
Step 1: Reflect on last year’s marketing efforts
To build a rock solid marketing plan, it’s crucial to start by reflecting on marketing performance for the last 12 months. What strategies worked well, and where did you encounter challenges?
Reviewing key metrics like website traffic, lead conversions, social media engagement, and ROI will provide insights that can guide your 2025 strategy.
Step 2: Get goal focused
Have a goal! It’s so true, it’s almost a cliche. Just as in any area life, goal-setting is the bedrock for the success of your marketing plan.
We all know it in our bones, but do we actually set marketing goals for our business? And if we do, are they SMART? What exactly do you want to achieve this year?
Your business goals might include increasing revenue, growing your customer base, or enhancing brand awareness. Once you’ve established these goals, outline the specific marketing objectives that will help you achieve them.
Step 3: Identify your target audience and ideal customers
The more you know about your target audience, the better you can tailor your marketing efforts to their unique needs.
Do you use customer personas to get a picture of who your ideal clients are? Personas, or avatars, define the characteristics of your customers including age, interests, purchasing habits, and values. With a clear picture of your audience, you can create targeted, meaningful campaigns that resonate and convert.
Step 4: Evaluate and choose your marketing channels
Your marketing channels are all the places you talk to your customers about your product or service. This might be on social media, email marketing, SEO, or paid ads.
The marketing channels you choose should align with both your target audience’s preferences and your marketing objectives. Be where your customers are – there’s no value in posting on LinkedIn if all your potential customers are on Facebook.
Based on your goals, determine which platforms and techniques will be the most effective in reaching and engaging potential customers.
Step 5: Develop a content strategy that speaks to your audience
Quality content is essential to connect, inform, and persuade your audience.
Kick off by mapping out key themes and topics that will resonate with your customers and align with your business goals. Using a mix of content types will keep your messaging fresh and engaging. You could write blog posts like this one, get posting on social media, send a monthly email newsletters, talk to interesting guests on a podcast, or get with the cool kids on TikTok with short videos.
Whatever type of content you choose, work to your own strengths and capabilities – content takes time, effort, and consistency.
Step 6: Set your budget and allocate resources
Understanding the financial investment required is essential to executing your plan effectively. Assess the cost of each marketing channel and content type, and decide how much you’re prepared to invest in each.
Be realistic about the resources available to you. Do you have the time, personnel, tools to do everything in your plan? If not, consider outsourcing specific areas to streamline execution. We’re here to help with exactly that sort of thing so book in a call if this sounds like you.
Step 7: Establish key performance indicators (KPIs)
Metrics are crucial to measureing the success of your plan. We would say that, we love data here! But seriously, how do you know wether all the effort you’ve put in is worthwhile if you don’t analyse the numbers?
For each marketing channel and objective, set clear KPIs that will help you track performance over time. Common marketing KPIs include
With the right KPIs in place, you’ll be able to make informed adjustments to your strategy as needed.
Step 8: Schedule regular reviews and adjust your strategy
Marketing is as fluid as public opinion, so your plan needs to be dynamic too. Flexibility is key to long-term success.
So how do you deal with something that never stands still? Simple: schedule regular reviews of your marketing efforts to analyse what parts of your plan are working well and which need tweaking.
Keeping a close eye on performance throughout the year allows you to adapt your strategy in a dynamic environment. Keeping a close eye on what’s happening with your marketing allows you the creativity to pivot when necessary so you stay aligned with your goals.
New Year marketing planning in a nutshell
Creating a focused, achievable marketing plan ensures your business enters the New Year prepared and confident.
By setting clear goals, understanding your audience, and consistently evaluating progress, you can take proactive steps to grow your brand and your business in the next 12 months. Good luck and go get ’em!
Ready to build a marketing strategy tailored to your business?
If you need support assessing your goals and laying down a focused marketing plan for the next 12 months, don’t hesitate to reach out.
Book a free consultation with Davison & Brain Digital, and let’s craft a winning marketing plan for your best year yet.
