New Year, New Marketing Strategy

One thing I’m reminded of each year is how much businesses change within a 12-month time frame.

Companies launch new products, offer new services and uncover new trends. Because of that, professionals need to stay on top of their game and regroup at the beginning of each year. While messaging and other items will most likely remain the same, here are my top five areas to revisit as you enter a new year.

Schedule meetings with various departments: One important action to be encouraged is regular meetings. Especially in January, different groups within a company are identifying goals and determining strategies for the coming year. It’s important to sit down with various groups within a company to uncover new trends and relevant projects that are in the pipeline. In addition to regrouping at the beginning of the year, make it a priority to follow up and do so periodically so everyone is on the same page.

During our discussions, we speak with different folks that work on various projects involving SEO, email marketing, social media and more. Since each covers a different line of products, scheduling time with them individually helps determine ways to increase awareness for the company and position the analyst as an expert source.

Make a schedule of upcoming events: Start by making a list of the upcoming shows that the client or its employees are planning to attend. Many trade shows allow exhibitors or attendees to sign up for e-newsletters that provide updates prior to the event. Make sure you do this for all scheduled events so the company is aware of deadlines. Also, don’t forget to ask well in advance for the media list.

Examine the list of target clients: Each year, it’s always a good idea for a company to sit down and essentially make a “wish list” of their dream customers. For example, a company might be looking to make a move in to another industry. That information useful to understand the direction that the company is looking to move in, and can useful in generating ideas on networking opportunities or associations to join.

Review editorial calendars: For those of you unfamiliar with editorial calendars, these resources can be a professional’s best friend. Essentially, it is a calendar put out by a publication that provides a list of topics to be covered during the year. By reviewing this information, public relations professionals can use this content to pitch their clients for specific stories. The calendars are typically found in the “advertising” or “media kit” section of the website.

Many publications started posting their editorial calendars back in November so if you haven’t done so already, visit the websites, review the upcoming stories and take note of the topics to follow up on. In addition, this is also a great exercise because every once in a while, a media outlet shuts down or a specific reporter moves on to something else. Confirm that your point of contact is still working there. Once you’ve got your list of publications, slated topics and run dates, pitch the editor at least two months in advance as this is when they begin writing their stories.

Review what worked and what didn’t: There’s almost always room for improvement. Even if things went as planned this year, there are usually new items that can be pitched or different angles to take. This open and candid conversation should help reduce any speed bumps the company might encounter in the new year and find ways to prevail better than before.

Of course there are the other activities for companies to focus on with each new year, but these are at the top of my list. Don’t forget to change the copyright dates on websites and update any Google Alerts by adding new competitors or partners to keep an eye on. Regrouping definitely makes for a more successful year and keeps everyone on the same page.