Succeeding in 2023: Crafting a Strong Marketing Strategy
Consider 2023 a clean slate. When it comes to marketing, let’s leave behind any doubts, learn from any past failures, and break free from any previous struggles. Get ready to succeed this year!
The key? A strong marketing strategy. The new year is the perfect time to set yourself and your team up for success by crafting a strong marketing strategy that yields positive results all year long.
Not sure where to start? That’s what we’re here for. Dive in to discover how to set your goals, track your progress and reframe your mindset around marketing!
Set Your Goals
Success cannot be measured without having goals! The best way to start crafting a strong marketing strategy is to set S.M.A.R.T. goals for both your business and yourself. The “SMART” in S.M.A.R.T. goals stands for:
These are all important criteria to keep in mind when setting goals, so that you are focusing your efforts on objectives that are within your reach, and align with the larger mission of your brand.
“One of the most important things you can do to ensure you’re getting where you want to go is to define what ‘where you want to go’ means to you,” Karen Cummings, Radiant CEO & Founder shared, “Pressing yourself to get as specific as possible helps you to envision the ideal and plan for what’s realistic. For example, rather than simply saying ‘I want to grow my community’ or ‘we need to increase our brand visibility’ try ‘I want to grow our email contact list 10x by December’ or ‘we need to reach 1M people with our social messages by end of year’. As soon as you’ve created that clarity, your brain will work to figure out how to get you there.”
Working backwards from your SMART goal can help you identify ways to make consistent progress.
Create Realistic Timelines
One part of the S.M.A.R.T. goal-setting process that we want to highlight is timelines. Creating realistic timelines is not only important for your individual goals but also to implement a new marketing strategy as a whole. These things do not happen overnight!
It’s crucial that you plan a timeline that will allow you and your team to slowly incorporate small changes, and monitor results through relevant metrics, before flipping your entire existing marketing plan upside down. We recommend working in quarters, while still always looking at the year as a whole.
What do you need to do this quarter? This month? This week? Today?
Align Campaigns With Your Goals
Before creating a plan for your quarterly campaigns, take time and ensure that these campaigns align with your goals, so you produce the results you desire.
We’ve broken down some of the most common marketing goals, and where you should focus your efforts to achieve success:
Type of Campaign
|Public-relations, and social media focused campaigns, display advertising
|Advertising downloadables, webinars
|Contact to Customer Conversion
|Email and sales enablement
|Drive New Sales
|Discovery commerce, promotions, remarketing
|Targeted Awareness, Market Expansion
Use Metrics to Track Your Progress
Metrics are different from goals. Metrics are one of the clearest and simplest ways to track your progress when it comes to testing out a new marketing strategy.
Choosing your KPIs carefully will help ensure you are monitoring your growth in an effective way. Depending on your goals, we recommend tracking:
- Marketing qualified leads
- Sales qualified leads
- Cost per lead
- Lead to customer conversion rate
- Cost per customer acquisition
- Customer retention
- Customer lifetime value
- Marketing ROI
“It’s important to not just look at the numbers, but understand the story behind them by asking probing questions,” Karen advises, “Ask yourself: Why was there a lift in new leads? Which lead magnet or channel is driving that activity? Why are only 10% of leads converting into customers? Where are the leads coming from that are purchasing?”
Analyzing your KPIs on a quarterly basis will allow you to identify any adjustments to be made before the next quarter begins, ensuring you are always optimizing and evolving.
Reframe Your Mindset
Above all, it’s important to go into the new year with a positive and optimistic mindset that will inevitably reflect in your brand voice.
Good energy is contagious, and your team and audience will sense your enthusiasm and drive, as you begin taking steps toward setting and accomplishing your goals.
There will be bumps in the road, it’s inevitable. However, it’s how you bounce back from these mishaps and learn from them that will truly determine if you are able to achieve success in 2023.
Let Radiant Marketing Help You
You don’t have to take on the challenge of creating a new marketing strategy alone. Let the pros at Radiant Marketing help! We have years of experience helping brands develop proven marketing strategies to crush their goals.
Schedule a Discovery Call with us today to get started.
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