If you want to create a marketing plan for 2019 that positions your business to be even better than this year, reflect on what has happened so far in 2018. You’ll be surprised to discover many missed opportunities.
Ask yourself some simple questions to reflect on this year:
- Did you understand your audience well?
- Did you develop your product line?
- Did you underprice or overprice?
- Did you react well to the competition?
- Did you underestimate the reach of your potential market?
Let’s take a look at how you can learn from all the invaluable feedback you gathered in 2018 to make 2019 your favorite year.
Create Your Marketing Plan
When creating your plan, it’s essential to review what happened in 2018. Think about both your failures and successes, define new goals, and clarify your marketing message. Also, try to understand your target audience better and schedule new milestones.
1. Review Failures and Successes
The best way to predict the future is to learn from the past. What worked better than you had expected and what failed to work the way you had hoped?
2. Define Your New Goals
Based on your evaluation of 2018, rethink and redefine your marketing goals.
Create overarching goals and then subdivide them into sub-goals. Next, break your sub-goals into tasks. Finally, schedule your tasks and assign them to the right people.
Devise some way to keep track of each goal so that you can reengineer them where they go off the rails.
Also, make sure your goals align with your company’s values.
3. Get Clear With Your Marketing Message
Use content marketing to clarify your marketing message.
Before creating any new content, review what content you created in 2018. See what depth and clarity you can add to your marketing message.
By auditing your current content, you can identify where your message went off-script. Think about what you need to change, improve, refine, or upgrade.
Create a publishing schedule to deliver the best content. Your goal is to patiently and consistently educate your readers about what your business has to offer them.
4. Understand Your Target Audience Better
The best way to understand your customers is to talk to them. Learn what they like and dislike about your business – its products and services.
Be open to any suggestions. As hard as it is sometimes, you must avoid becoming defensive because you want honest feedback. Your goal is not to defend your policies-rather, to adapt your marketing message to meet the needs, wants, and desires of your target audience.
After doing your research, create a custom avatar-also known as a buyer persona which will enable you to get crystal clear on WHO you are selling to. Click the image below to grab the exact customer avatar worksheet that I use in my businesses. It has helped tremendously!
5. Schedule Your Milestones
Make a list of your most important objectives. These could be anything– product launches, announcements, marketing initiatives, or trade show events you want to attend.
Market Your Business
After you’ve laid out your plan, then you need to figure out the best marketing strategies for your business.
1. Build Your Business Blog
Starting and building a company blog is something that takes years to develop because it’s not easy to reach a large audience. Still, blogging is one of the most cost-effective means for growing your business.
As an active blogger, you can deliver an enormous amount of value to your readers, by sharing important and engaging information that your audience is looking for. As you build your blog, you’ll find that an accumulation of small victories often leads to long-term success.
3. Create Marketing Videos
If you want to reach a large audience, you can engage them with videos. Use explainer videos on your website to describe what your business has to offer and use video tutorials on YouTube to explain how things work.
Don’t be frugal with your information. It may seem counterintuitive to give away valuable information, but this generosity builds authority. People will come to trust your brand. They will naturally assume that if your free information is useful, your paid information must be even better.
People will begin to follow you for your expertise. The videos on your website and popular video-sharing sites will help you engage with your audience. You’ll attract the right demographics and find the people looking for what you have to sell.
No doubt you already have an email marketing campaign. Now all you have to do is make it better!
Try some of the following tweaks:
- Offer more enticing gifts for people who sign up.
- Improve your email sequence.
- Cull emails that turned out to be duds.
- Write more emails like those that showed a high clickthrough rate.
5. Increase Your Social Media Marketing Reach
If you don’t have a social media marketing plan, then create one. Olivia Valentine mentions that 29% of Internet users use social media to research and find products to buy. You can see other statistics by reading her blog Top Ten Reasons for Using Social Media.
In summary, it’s worth the effort to create a marketing plan for 2019. Make next year better than this year by reflecting and acknowledging all your “mistakes”. Create your plan. Review what you learned, set new goals, improve your marketing message, revisit your customer avatar, and make a calendar of expected milestones.
Stuck on creating your marketing plan for 2019? Grab some time on my calendar let’s chat and get you unstuck: Click here to grab 30-minutes and GET UNSTUCK!