Were you surprised by your “Year in Review” on your music streaming service this year? I’m often surprised by what didn’t make my top list as much as what did.
It’s not just about nostalgia. It’s about seeing data that didn’t match my expectations. It was an honest look at what actually resonated with me, not what I thought would.
Marketing doesn’t always match expectations either.
Which is why it deserves the same kind of yearly review—a look back at what worked and what didn’t. You may be surprised by what actually worked to keep your audience engaged and your prospects calling. And it pays to hear what your marketing is telling you.
That’s why we’re going to go over how to review last year’s marketing and use it for future planning. It’s an annual exercise that can yield great results.
So What Actually Happened?
First things first: Let’s take an honest look at last year’s marketing. What is it telling you?
No rose-colored glasses allowed. So, no vague comments like “Facebook seemed to work well” or “Our email open rates look pretty good.” We’re talking about actual numbers and results.
Ask yourself:
- Which marketing channels brought in actual customers? (Not just likes or views, but people who opened their wallets.)
- Which content got shared, commented on, or hopefully, generated leads?
- What surprised you? (Was there a new idea you tried that outperformed others?)
- Where did you spend money that returned… nothing? (We all have these and they’re good to note for future.)
Is your marketing telling you you’re doing well and to continue as usual? If so, that’s great. If not, let’s pay attention to the missteps.
Write it all down. The good, the bad, and the “what was I thinking?”
Let’s Investigate
Now comes the interesting part. For each success or flop, ask: Why?
Did your last email work because of the interesting writing, the irresistible deal, or because it reached your customers when they were in a buying mood, like during the holidays? What about previous emails? Which were most successful?
Did your Facebook ad fail because of the messaging, the audience targeting, or because your ideal customer is actually hanging out on LinkedIn?
This isn’t about beating yourself up. It’s about doing some detective work on your business marketing.
Time for Some Honesty
Now that you’ve looked at results, what would you change if you could go back in time?
Would you:
- Start that email newsletter sooner?
- Say no to that “great opportunity” that ate up your budget?
- Focus on fewer social channels but with more consistency?
- Hire help for the marketing parts that frustrate you?
Be as honest as possible and note them down as you continue.
Setting Your North Star
On to the future, specifically, this coming year.
What’s your ONE big marketing goal for this year? Not five, not ten. One. You can focus on others later or next year.
Maybe it’s:
- Increasing customer retention (or repeat purchases) by 15%
- Launching a new product or service for a specific audience
- Building a community around your brand
- Becoming known as the go-to expert in your niche
Whatever it is, write it down as your North Star for all marketing decisions this year. Before taking any steps, you’ll ask yourself, “Will it help me reach my big goal this year?”
RELATED: Setting a Marketing Budget for a Small Business
Roadmapping Your Way Forward
Based on what actually worked this year (not what you wish had worked), and your one big goal, what are 3-5 marketing strategies you want to focus on?
For example:
- Weekly customer success stories on social media
- Consistent monthly or weekly emails with tips or insights
- Monthly live videos to discuss trends or answer questions
- Quarterly online workshops for existing customers
- Quarterly events or offers for current customers
- One or two speaking engagements a year at industry events
Keep your list tight and short for better consistency. This is about focus, not catching every marketing trend or shiny object.
Checkpoints? They’re Vital
The last step is deciding how you’ll measure success along the way. This doesn’t have to be complicated. Choose a few metrics and check them monthly.
Simple monthly checkpoints can be:
- Number of new email subscribers
- Customer retention rate or repeat purchases
- Website visits from target industries
- Leads or sales from specific marketing channels
The key word is simple. If it’s too cumbersome, you won’t use it.
And you’ll get the best results if you check monthly. This gives you a chance to course correct, if needed.
The Part Most Won’t Do
Here’s what’ll set you apart from others. Besides saving the plan in your files, go a step further… block time in your calendar to work the plan.
Yes, make actual appointments with yourself for marketing. You need to protect this time like you would a meeting with a big client.
Because the truth is, the best marketing plan isn’t the most sophisticated or the trendiest. It’s the one you’ll actually implement.
The best marketing plan is the one you’ll actually implement.
This includes measuring and adjusting as you go. Because you’re creating a playlist of marketing strategies that you’ve tested for results.
And that “Year in Review” next year? It’ll surprise you in the best way possible… with a snapshot of your business’s growth story.
Need help measuring your marketing or planning for growth? That’s what we do. Send us a note so we can talk about making this a great year for your business.
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