As the end of the year approaches, it’s time to start reviewing your 2017 marketing strategy and making adjustments as you plan for 2018. Here are five tips to finish strong this year and make 2018 your best year yet.
Make 2017 Count
Solidify your message. Make sure that every employee—from the receptionist to the CEO—understands your organization’s philosophy, message and brand. Craft your company’s message so that employees can tell prospective clients what sets you apart in under two minutes.
Review your goals. What did you hope to achieve this year? Review the goals you set in January 2017 and track your progress, accounting for anything that needs to be revised or changed now or in 2018.
Examine your analytics. How many people have opened your company-wide emails this year? How many views does your blog get each time you share a new post? Did one Facebook post have more interactions than another? Tracking these analytics can help you determine the type of content in which your customers are most interested.
Reconnect with clients. Now’s the time to reach out to your current clients, especially if you have not heard from them in a few weeks or even a couple of months. Send a personalized email to check in or send a gift for the office. (Doughnuts or cookies are always a hit!)
Invest in training. As the year comes to a close, look for ways to offer your employees more training. Is there a conference they can attend? A webinar to watch? Search for continuing educational opportunities offered in your field.
Kick Off a Strong 2018
Seek out more opportunities to share content. Have you considered podcasting, blogging or sharing videos on YouTube? Blogs, podcasts and YouTube videos are great ways to share content with your current and prospective clients. Research shows that 40 percent of Americans age 12 or older have listened to a podcast at some point, and there are 1.3 billion people who use YouTube.
Review your company’s social media strategy. Chances are, your company has a presence on Facebook, Twitter and LinkedIn. But are you using these tools to their fullest potential? After you examine your 2017 analytics, review what worked well in your social media efforts—and what didn’t. Also, look into other social media channels such as Snapchat, Instagram and Pinterest, and see how they fare for other companies in your industry.
Create an ideal prospect list. Identify your target customers. Look at your current customers and determine what sets them apart—your ideal new prospects will be similar. Once you’ve identified your target list, use your network to make connections.
Look for conferences and Live Events to attend. Start making plans now to attend 2018 conferences—and send in proposals for presentations where you’re an expert. Conferences and Live Events are great opportunities to network with current and prospective clients, learn about industry-related news, and stay up-to-date on everything happening in your industry.
Keep learning. There’s always something new to learn. Make a list of topics you want to explore in 2018. Conduct more research on your current customers to learn more about their needs and what makes them tick. Study the industry you’re in, and look for ways your company can become a thought leader.