Create a successful 2022 marketing plan

Believe it or not, 2022 is just around the corner. We’re officially in the fourth quarter of 2021, so if you haven’t thought about your marketing strategies for the next year, you’ve got a few months to come up with a plan together.

2021 has been a crazy year for brands so far: supply chain issues, remote working, and low consumer confidence have made it difficult for a business to grow. Building on what you’ve learned so far about marketing your business during a pandemic can help you enter 2022 with a solid marketing strategy.

Confused about how to create your marketing plan for 2022? Follow these seven steps to craft a marketing plan that will help you reach your goals quickly.

1. First review your 2021 plan

Have you written a marketing plan for 2021? Dust it off and examine it as a team. While we’re not out of 2021 just yet, you should have enough data from Q1, Q2, and Q3 to make informed decisions.

What did you do well? Which tactic gave you the most bang for your buck? What didn’t go so well? Did you achieve your goals or did you fail?

It is important to review what you have already tried in marketing. This way, you can stop wasting time and money on campaigns that aren’t working and channel your resources to more effective channels.

2. Define (or redefine) your audience

Marketing should revolve around the needs of your audience. If you haven’t already, define your audience with buyer personas. Even if you already have buyers, take the opportunity to revisit them as needed (you might even need to add a new character to the mix).

Make sure you pay close attention to each persona’s customer journey. Where do most of your paying customers find you? Retain the most effective channels to optimize your marketing tactics for what works. It’s good to try something new, but make sure you’re based on the facts. For example, if you really want to market on TikTok but your audience isn’t on the platform, that wouldn’t make sense.

If you want more in-depth audience information, you can always do paid interviews with your most loyal customers. You never know what information you will glean when speaking directly to your audience.

3. Conduct a SWOT analysis

Your SWOT analysis will certainly change from year to year, or even month to month. Make sure to include an up-to-date SWOT analysis in your 2022 marketing plan. This will help you identify internal strengths and weaknesses as well as external opportunities and threats.

4. Set SMART goals and KPIs

After reviewing your 2021 plan, learning more about your audience, and performing a SWOT analysis, it’s time to set some goals for 2022 marketing.

Instead of choosing a vague goal like “I want to attract more customers,” set SMART goals. This will make it much easier to understand whether your marketing team has actually been successful.

You should also define key performance indicators (KPIs) for each of these goals on a team or individual basis. KPIs are metrics that serve your SMART goals and they will hold your team accountable throughout 2022.

5. Choose your tactics

What marketing tactics will support your SMART goals? For example, if you need a 20% increase in brand awareness by February 2022, what tactic will allow you to achieve it most effectively?

Only you can choose the tactics that will work for your brand. But to give you an idea of ​​where to start, you can choose tactics such as:

• Organic social media.

• Paid social networks.

• Public relations.

• Search engine optimization.

• Content marketing.

• Video marketing.

• Experiential marketing.

• E-mail.

• Google Ads.

• Influencers.

6. Create a budget

You can’t measure your return on investment (ROI) unless you know how much money you’ve spent on marketing yourself. This is why it is so important to create an annual budget as well as by channel or by tactic.

You should have an overall marketing budget for 2022, but you need to break that budget down into predetermined compartments to understand where your money is going. If you have an annual budget of $ 45,000, for example, that could mean allocating $ 20,000 for social media and an additional $ 25,000 for public relations.

7. Hold yourself accountable with project management tools

At this point, you’ve probably documented your marketing plan on paper. That’s fine, but a Google Doc isn’t as usable as project management software.

If you really want to implement your marketing plan, connect it to project management software like Asana, Monday, or Trello. This is the best way to ensure that your team is really taking action on the marketing side.

The bottom line

As we’ve seen with 2020 and 2021, your marketing plans can change overnight. Be aware that you can update the plan as the world changes. If you follow these seven steps, you’ll lay the foundation for a solid 2022 marketing plan so you don’t start from scratch.

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