By John Eberhard

Well we’re into March already. So if you haven’t done a comprehensive marketing plan for the year, it’s time to do so.

Here’s what I recommend.

  1. Take a look at what marketing actions you took during last year, that were most successful. Which ones didn’t work out? Which marketing actions did you invest money in, in 2023? Which marketing investments gave you the best response and return?
  2. Plan and what your goals are for your business in the new year. Target what you want to achieve in terms of gross income, sales, and leads.
  3. Plan out what marketing actions you want to do in 2024, based on what worked for you in 2023. Invest in what worked in 2023, and cancel those things that did not work.
  4. Take a look at what marketing actions you might want to try in 2024 that you have not done in the past. These could include things like Google Ads, YouTube video ads, Facebook advertising, producing videos for your company and marketing them, a re-designed website, search engine optimization, or direct mail (it’s still very effective). It always helps to look at what your competitors are doing. Especially if they are a successful company, and are using certain media continuously, you can bet it is working for them. Pick some media or areas you want to try, and pilot them in limited amounts to see what works best for you.

This last action, trying out new marketing actions that you haven’t done before, is very important. If you want to expand your business, it’s important to try some new marketing actions. But it’s hard to know in advance what’s going to work best. So it’s best to plan out trying several new marketing actions or platforms, on a small scale, to see what works best.