Your yearly marketing plan should be viewed as a living document. While it should have a solid foundation that clearly states your goals and the means to achieve those goals, your plan should also be flexible with room for changes as needed. The transition from one quarter to the next is a good time to review and, if necessary, revise your marketing strategy.
Your Q1 Results
With the first quarter of 2021 in the books, look back on the goals you set at the beginning of the year. Now look at your Q1 results. Did you meet, exceed, or fall short of expectations? Do you know why? As we move into the second quarter, think about how you can build on the momentum you have created so far this year, along with areas that you can improve.
Eyes on the Horizon
A new administration in the White House. Pandemic relief legislation. The vaccine. The tax deadline extension. The first few months of 2021 have seen a number of events that could impact (or already have impacted) your clients’ lives. In all likelihood, you’ve already conducted some marketing activities around these events. But have you thought about what the next few months might bring?
Staying ahead of the curve and leaving room in your plan is the best way to leverage these types of opportunities. These real-time marketing activities are extremely valuable when prospecting and engaging clients. Take note of some potentials events that could come to pass soon and think about how you could market around them. A few possibilities include:
- Impending changes to the tax code
- Student-debt forgiveness
- Another round of stimulus checks
When reviewing your marketing plan and budget for the coming months, leave a little room for the unexpected.
Reassess Your Budget
Reviewing what you spent on marketing activities over the first quarter can be a good indicator of what you should spend on the next. Did you throw money into Facebook ads that didn’t generate the results you hoped for? Maybe some of that money should be reallocated to a LinkedIn campaign.
A quarterly review of your marketing budget will help ensure your making the most of your money. This can be especially important now as we move from a digital to hybrid (digital and traditional) landscape as covid restrictions begin to loosen.
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