The end of the year is an important time for many organizations because that is when they set their annual goals and plan their marketing campaigns accordingly.
During this time of year, the marketing team is also likely to get a lot of new products, services, campaigns, and ideas to consider or implement. This can make it difficult to stay on top of everything that needs to be done.
In this article, we’ll talk about how to stay organized and get the most out of your end-of-year marketing campaigns.
1. Assess your marketing activities for the year
The end of the year is a good time to reflect on the past and look forward to the future. Did you do anything different this year? How would you rate the results of your marketing campaigns?
It’s important to keep track of what has been done in the past and what will be done in the future. This is a great way to make sure that you are on the right track with your marketing campaigns instead of just trying a hodgepodge of tactics and the latest fads in the hope that something will work.
You need to assess everything from social media to other online ads, referrals, and every marketing channel that you use in your business. If you met or beat your goals, figure out what made that possible. Then see how you can consolidate your gains and raise the bar so that you can get even better results in the coming year.
If your evaluation shows that your business isn’t doing as well as it could, find the holes in your marketing strategy and figure out how to fill them next year. You may run split tests and experiment with various marketing channels. Then review and compare the results to understand what works. This will give you the facts you need to set clear goals and come up with a winning plan for the coming year.
Regardless of your findings, be mindful of the fact that there is no such thing as a perfect marketing campaign. You must be constantly learning and developing new strategies.
2. Develop an actionable plan with clear goals and KPIs
Once you have reviewed your current position, the next step is to create a plan that paints a clear picture of your desired outcomes. The plan should have clear goals and key performance indicators (KPIs) that can be measured, as well as a way to look at the results and make any changes that are needed.
There are many KPIs that can be used to measure the success of a marketing campaign. These KPIs are divided into two main categories: qualitative and quantitative. Qualitative metrics are often subjective, while quantitative metrics are more objective and exact.
Some examples of qualitative metrics are brand awareness, credibility, customer feedback, customer education, customer engagement, and influence in the industry.
Quantitative metrics include indicators like the number of shares on social media platforms, the number of people that signed up for your updates and special offers, the number of social media followers, the volume of traffic to your website, the number of conversions or sales from your marketing campaigns, and the amount of revenue generated.
It is important to define the right set of qualitative and quantitative metrics to run successful campaigns and measure the ROI of your marketing efforts.
With the proliferation of marketing channels, it’s becoming more and more challenging to create a cohesive strategy that will keep your target audience engaged. To get sustainable results, you need to follow a well-thought-out plan.
3. Evaluate how these goals align with your strategic objectives
Marketing goals are often set without taking into account the overall goals of the company. Planning a marketing campaign is not just about presenting impressive reports, and it should not be approached as a box-ticking exercise. You need to measure what matters and align your goals with your organization’s strategic objectives. This is why it is important to first have an end result in mind and understand the purpose of your work.
Instead of focusing on vanity metrics, you should review your KPIs to make sure they are real milestones on the way to the results you want. For example, a non-profit organization that needs funding to support the educational aspirations of indigent children will get more value from tracking the number of testimonials and amount of donations received rather than focusing on social media likes. On the other hand, social media likes and the number of views or downloads may be valuable metrics for an entertainment business.
When planning your marketing campaigns, it’s important to make sure that your marketing goals are in line with your business goals. Measuring what matters is a key component of this alignment. This will ensure that all efforts are effectively directed towards the desired outcomes. Vanity metrics are not effective for measuring success.
4. Identify the resources needed to execute your goals
You can set the most impressive goals, but if you don’t take corresponding action, you will only be building castles in the air. Planning your marketing campaigns for the end-of-year season is like planning a journey. You need the right kind of vehicle, a spare tire, sufficient fuel to get you started, and options for refueling along the way, if necessary.
In the same way, you need to determine the resources that you need to run successful marketing campaigns. Most people think of resources in terms of finances, but having a huge marketing budget is not necessarily the most important factor in achieving your marketing goals. The specific resources that you need to make a marketing campaign successful depend on the type of campaign. [Click to tweet]
For example, if you are running an email marketing campaign, you will need the email addresses of qualified prospects or leads and the appropriate platform or software to send the emails. If you are running a social media marketing campaign, then you will need to have an account on the relevant social media sites, develop your content, and set up your ads.
It’s important to take time to organize your marketing campaigns, especially when you are reaching new milestones. Following the tips in this article will put you in a better position to run a successful end-of-year marketing campaign.
Now get back to work and make sure you are doing everything you can to prepare for the season with your marketing strategy in place!