From analyzing the past to assessing the present to anticipating the future, a lot goes into planning your 2023 marketing strategy. This blog details six tried and true steps to get you started down the right path.
In the blink of an eye, 2022 will be in our rearview mirror. Meaning now is the time to start planning your 2023 marketing strategy. But does that mean out with the old and in with the new? Sort of. Planning your 2023 marketing strategy requires a keen eye to analyze what worked and what didn’t, to assess what the current environment looks like, and to anticipate what the future may bring. But where do you begin? In this blog, we’ll share our tried and true tips for planning your 2023 marketing strategy.
A goal without a plan is just a wish.
- Antoine de Saint-Exupéry
Tip #1: Reflect on the Past
While we’re not done with 2022 yet, it’s time to review your 2022 marketing plan, using KPI data such as site visits, conversions, and sales numbers from the last year to evaluate and aid in planning. What performed well? Which marketing tactics provided the best results and delivered the biggest bang for your buck? It’s also critical to reflect on what didn’t work. Why? So you don’t waste valuable resources; instead, focus time and money into more effective tactics.
Tip #2: Reacquaint Yourself with Your Customers
Of course, you know your customers best, but now is a perfect opportunity to review what makes them tick. Why? Because great marketing should revolve around your customers’ needs. Some of the most successful marketing taps into addressing your customers’ pain points and offering solutions. Have your customers’ needs changed? What’s getting under their skin? If you haven’t developed buyer personas, there’s no time like the present. And, if you already have buyer personas, perhaps you may need to refine or add to them.
Get to Know Your Customers on a Deeper Level
Tip #3: Take the Pulse of Your Industry
For many businesses, the pandemic meant laying low and not venturing out from what is familiar and comfortable. During that time, a lot has changed — including your industry. Take this opportunity to dig into what’s new in your area of expertise. Staying on top of recent advancements, trends, supply chain issues, and economic conditions may translate into 2023 marketing strategies that resonate with what’s happening now and into the future.
Tip #4: Check-In on the Competition
There’s something to be said for keeping up with the Joneses. Start with reevaluating who are your biggest competitors, as that list may have evolved over the last year. Next, go on a reconnaissance mission doing market research on their current efforts. What are they doing well? And where are they missing the boat? What is compelling about their messaging? Who are they targeting, and how are they targeting them?
Tip #5: Get Fresh Eyes on Your Brand
Take a step back and look at your brand. Does it still look and feel like your company? Does it seem fresh and interesting? Does your messaging come off clear, consistent, and compelling across all channels? What about UX (user experience)? Is it easy for users to find what they want, get additional information, or complete a purchase? Take these questions into consideration when prioritizing for 2023.
Tip #6: Don’t Go At It Alone
Planning your 2023 marketing strategy can feel overwhelming. But it doesn’t have to be. That’s why we offer customized marketing workshops at Tuna Traffic — expertly facilitated sessions with you and your team to explore your brand. We tailor activities that bring to light your market positioning, customer experience, and buyer journey. From road mapping to prioritizing to analytics, we collaborate with you to create a marketing strategy that makes sense for your business and drives results. (Speaking of analytics, Google is changing how they track data in 2023 to a privacy-first, AI-driven, cross-channel measurement tool. We know that’s a mouthful. We can help you navigate that as well.)