The end of the year is a time of reflection and review, so the next time you find yourself humming along with the 12 days of Christmas, make it productive. Here’s a perfect opportunity to review and renew your marketing for next year.
In the spirit of the season, here are my 12 days of marketing action.
- On Day 1, you look back at 2010 and take stock of the good, the bad and the ugly. What can you do differently in 2011? Did you stop or cut back on marketing to save money – it’s time to start again to gain visibility. You’re behind.
- Day 2. Now look forward. Make a plan based on what you achieved with your marketing in 2010 and need to accomplish next year. Did you try a new media? Did you measure the results? Yes? Then you have a benchmark for 2011.
- Day 3. Review your customer list and contact your customers to thank them in some way. It doesn’t have to be big, just heartfelt. Maybe you’ll get a testimonial.
- Day 4. Examine your failures. Don’t just blame loss of clients or revenues on the bad economy. Make sure you understand what didn’t work and why. Make a plan to fix the issue(s). You don’t want to lose next year’s marketing budget because you don’t understand what happened this year.
- Day 5. Thank your employees, vendors, freelancers, and others who helped your business run smoothly in 2010. They matter in the success of any business and can make the difference between being good and great.
- Day 6. Think about what didn’t get done that you wish had and why. Make a wish list and prioritize what you want to get done.
- Day 7. Find more visibility – there are many ways to help people find you – from running ads, to email, mail and PR campaigns, to redoing your website for better search results, to kicking up attention to your social media platforms. Embrace the new marketing scene and aim for multiple touches.
- Day 8. Read, learn, and find out what your competition did and is doing in terms of marketing and innovation. What did they accomplish in 2010? Are you ahead or lagging them?
- Day 9. Take some time to look up and out of the minutia. The big picture never presents itself to someone staring at details all day long. We all need to take a break, go to a seminar or take an improv class. Do something to kick up the creative juices so you can hone your vision. Your marketing will be more successful if it’s built on vision.
- Day 10. Once you’ve created your marketing calendar, publish it so there is buy-in and input from your organization. Create excitement!
- Day 11. Ok relax. You’ve earned it. And enjoy your holiday season! Volunteer your time and get refreshed to take on your 2011 marketing plan.
- Day 12. We’d love to hear from you! Tell us what you learned from 2010 here or at http://www.facebook.com/dtrio