January is often a wonderful time of year in Australia. Many people are still on holidays or at least in a holiday mindset, which can give you the time to review, reflect and plan. And if you apply a marketing lens to during this process, you should be able to gather some valuable insights to assist you with the year ahead.
Here are five marketing tips to help you plan for 2019. We hope these will help you to have a great year, regardless of your business size.
1. Review 2018
If you haven’t already, take a brief inventory of 2018:
- What happened?
- What do you think worked?
- What would you like to continue in 2019, and why?
- What didn’t work?
- What would you like to do differently in 2019, and why?
- How much resourcing did you devote, both in dollars and people?
2. Know what you want to achieve in 2019
What would you like 2019 to bring for you? Are there particular things that you want or need to achieve within your business? If there are, can you put a timeline or a number (for example, a revenue target) around these?
Understanding what it is you want to achieve in 2019 will help determine what your priorities should be, and what you should spend your time on.
3. Know who you’re talking to
Do you have a list of existing customers? If not, 2019 may be the time to start this (you may wish to consider a CRM system to help you.) If you do have a list or knowledge of these, what do they all have in common? What makes them different? As a result of this analysis, can you put them into any ‘buckets’ based on their behaviour or demographics?
In marketing, we call this ‘bucketing’ process segmentation. Generally speaking, the more specific you get with your segmentation, the more likely you are to be able to create information (messaging and content) that appeals to your ideal customers.
The more you understand who you are and who you want to be talking to, the better chance you have of crafting messages that will attract and retain these customers.
4. Consider your resourcing
How much time do you have to spend on marketing activities in 2019? Be as realistic as you can. Is marketing a priority for your business right now? Or is it something that you should consider outsourcing? Perhaps you’re considering looking for a staff member to help you, either part or full time?
Whether you would like to spend more or less time on your marketing efforts, understanding how much time you have to devote to this is one of the keys to success. It enables you to plan realistically and to focus your efforts. Effective marketing doesn’t need to be on all channels, all the time.
5. Choose channels that align with your strategy
Try to avoid deciding which channels you will use until you have worked through the above steps. You may be most familiar with Twitter, for example, but it may not be the channel that will give you the biggest bang for your buck right now.
If you’re not sure what will work best just yet, don’t worry. You can begin to understand where your audience spends time by testing across a variety of channels in 2019. You can then take control and decide where your marketing time and money is best spent.
Best of luck planning for 2019! If you’re currently in this process, you may also want to take a look at our post on free marketing resources for inspiration.