Yes, you need an annual marketing plan

Here's how to make one

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Here's how to make one 〰️

Let’s face it, mapping out an entire year’s worth of marketing plans is like piecing together a massive, moving jigsaw puzzle. There’s strategy, budget, content plans, media plans, analytics, and, oh yes, that thing called creativity. Feeling a little dizzy? You’re not alone.

But with a little help from your friends at POP, tackling your annual plan doesn’t have to be a chore. Here are our team’s best tips to make this task a little less overwhelming—and dare we say—actually fun.

1. Start with the Big Picture—and Build Backwards

The best plans start with a bird’s-eye view. Who’s your audience? What do you want to achieve by the end of the year? What opportunities did you miss over the past year? Having a clear vision for where you’re headed sets the foundation for everything else.

Here’s a fun exercise to help: picture yourself at the end of the year, reviewing a successful campaign that reached all the right people, hit every goal, and brought measurable growth to your business. How does it look? Who are the key customers you reached, what milestones did you hit, and what tangible impact did the campaign make?

Some topics to consider here:

• Define your audience. Beyond demographics, take time to understand their pain points and how you can better address them through your marketing in the coming year.

• Decide on your goals. With your audience in mind, consider what a successful year would look like. Are you focused on brand awareness, increased revenue, or building stronger relationships with existing customers?

• Be flexible. Sometimes even the best laid plans can change during a year. Understand that pivoting on strategy is sometimes necessary to help meet your goals.

2. Nail Down Your Budget—but Leave Room for the Unexpected

Here’s a big truth bomb: marketing budgets don’t always align with the plan. When it comes to marketing, few things are as important (and tricky) as setting a realistic budget. You want every dollar to work hard, but you also want some wiggle room for those unexpected opportunities that can pop up throughout the year. We get it.

Here’s how to create a budget that keeps you on track, but flexible enough to pivot when needed…

1. Review last year’s spend across channels and identify where you got the most ROI.

2. Based on last year’s insights and this year’s goals, allocate your funds across the marketing channels you plan to use (social media, email marketing, traditional and digital media)

3. Use the 80/20 rule. Reserve 80% of your total budget to established, reliable activities that align with your strategy and audience needs like email marketing, paid ads, etc. Then, use the remaining 20% as a flex fund for opportunities that come up during the year-sponsorships, local events…

3. Map Out a Content and Campaign Calendar that’s Actually Doable

Conversations are king and content drives those conversations. Consistency is the name of the game when it comes to your online presence, and a steady stream of content that aligns with your brand builds familiarity and trust with your audience. But this doesn’t mean you need to post every day. Plan out seasonal campaigns, promotional pushes, and engaging content that hits all the right notes with your audience.

Wondering how to make that happen? We thought so. Here are some ways to create a publication schedule you can stick to year-round.

1. Create a content calendar. Create a calendar and plan your posts in advance so you’re never stuck wondering, “What should I post today?”

2. Work from monthly themes. Plan monthly themes or focuses like product launches or seasonal/holiday pushes to streamline idea generation.

3. Mix it up. Incorporate various formats (blogs, social posts, videos, infographics) to keep your content engaging and adaptable.

4. Harness data—and adjust along the way. Data is your secret weapon. But how do you keep tabs on all those numbers and pivot quickly? It’s easier than you might think when you make data analysis part of your routine, rather than an afterthought. Set a time as often as you’d like (weekly, monthly) to review what content you published and see what performed well and what didn’t. This will help inform your strategy moving forward.

5. Adapt as You Go—Stay Current and Flexible

Marketing trends change fast, and staying locked into one strategy can keep you from reaching your target audience. Keep a finger on the pulse, and if a new trend or opportunity aligns with your goals, don’t hesitate to incorporate it.

6. get help if you need it.

Here’s the thing: no one person has every marketing skill under the sun. Graphic designers aren’t copywriters and copywriters aren’t web developers. Sometimes, you need a specialist who knows their way around SEO, social media, or graphic design to bring the pieces together.

If your marketing team is stretched thin, or nonexistent, reach out for help. There are many places online you can find freelance or other help, but you can also find local agencies that know your market and community. Surrounding yourself with a go-to team of experts can feel like marketing superheroes have descended from their secret lair and united just to help you defeat your marketing challenges.

the power of teamwork.

An annual marketing plan can feel like a mountain to climb, but with the right people around, it’s more of a team sport than a solo hike. Imagine tackling each stage with a little extra backup; someone to bounce ideas off, share the workload, and keep things moving forward. The journey becomes a lot smoother—and a lot more enjoyable.

Ready to get started? This is your year to make it happen! Don’t go it alone, get a team to help when you book a consultation with us.