A good marketing strategy is key to the success of your company’s marketing efforts – from the messaging on your brochure to the user experience on your website. Unfortunately, many small and medium-sized businesses approach marketing projects from a tactical perspective, taking a reactive rather than proactive approach and tackling projects as they arise. As we enter a new year, it’s always in your best interest to think of tactical ways to improve your marketing strategy. Consider it a New Year’s resolution – to make your marketing in 2022 the best it’s ever been!
Starting in 2022, B2B marketers need to focus their marketing strategy on what they’re trying to accomplish, who they’re trying to reach, when they need to reach their audience, and how they’ll get the desired results. Follow these four tips to ensure your marketing strategy is set up to succeed in all of your marketing efforts in the new year.
Define or reassess your Buyer Personas and your target audience
Your business exists because there was a void in customer needs that was not being filled by other solutions on the market. You know your product or service better than anyone, but do you know your ideal customer better than anyone? Taking the time to assess who is buying your product or service, who is most successful using it, and what their general profile looks like can help to understand what marketing tactics to implement next.
Resolution for 2022: Reassess the current buyer persona and target audience characteristics and add or edit any that may have appeared in the past year or if you think they will be important in the future.
Set goals and establish a plan to achieve maximum ROI
One of the biggest advantages of marketing in the digital age is the different options available. With digital marketing becoming marketing, tactics such as social media, email campaigns, online advertisements, webinars, and events are all essential parts of a successful marketing strategy in 2022. But knowing your ability to execute these efforts is equally important. Setting realistic marketing goals and aligning with overall business goals is a good place to start. Consider things like resources, budget, time, analysis, and team members involved when setting goals, as these are all critical when setting achievable goals. A clear marketing timeline with key milestones, deadlines, and associated tasks helps complete your marketing strategy.
Failing to set goals can cause your marketing efforts to lose focus and leave marketing teams feeling disorganized. To achieve maximum ROI, marketing teams must be aligned with marketing strategy and collaborate and communicate effectively to achieve set goals.
Resolution for 2022: Set goals in line with achieving the maximum return on investment. This is essential to a successful marketing strategy.
Launch your marketing plan
Once you’ve created a marketing plan with clear dates and milestones, it’s time to begin the activities included. Holding a kick-off meeting with stakeholders can get everyone involved and align with what’s coming, who’s involved, and what the overall marketing strategy looks like. Schedule ongoing weekly meetings with your team to check on the progress of ongoing marketing campaigns to ensure ongoing and completed activities are aligned with your marketing plan.
Resolution for 2022: Align everyone involved in the marketing plan before starting activities. This ensures that tasks are delegated and there is a clear understanding of the marketing strategy.
Analyze the successes and failures of marketing activities
Analyzing data and feedback from marketing activities helps determine what works and what doesn’t. If you send out email campaigns and no one opens them, but you attended an event that generated more qualified leads than you ever dreamed of, this reveals which tactic is working better against the ‘other.
Make sure you have the proper reporting systems in place to track and monitor the results of your various marketing campaigns and use the data you collect to make data-driven recommendations and improvements for your campaigns.
Resolution for 2022: Evaluate marketing reporting processes to ensure the data collected is useful and presented in an easy-to-understand manner.
Marketing in 2022
Establishing a marketing strategy and plan for the year can seem like a daunting task. But, by following these four tips, you can ensure marketing success for your business while maximizing your efforts and getting the highest return on investment. And, as the year unfolds with new obstacles and unexpected bumps in the road, remember to be flexible and adapt. Marketing strategies are not set in stone and marketing in 2022 will be something completely new!