2014 brought with it significant change in the way you market and connect with your customers. Your online presence, your choices for reaching your audience and your frequency of messaging must all work together to be truly effective. And whether your company is brand new to the online marketing game or been at it for a while, establishing a calendar for 2015 will make your marketing efforts more effective and easier to manage.
Set your foundation
Not all social media platforms are created equal. So depending on your business and industry only some platforms will reach your specific target audience. Check out this article at Entrepreneur.com for a nice summary on how to choose the right platform for your business. Then once you have determined which platforms you will use it’s time to focus on your frequency of messaging. Our advice is to post often enough to get noticed but not so often that you lose impact. Your plan should also include email marketing.
Plan your topics
A lack of ideas can easily throw your marketing calendar off track. It’s probably the main reason you fell behind this past year. Give yourself a gift this holiday season and develop at least 6 months of topics to post. Look at each month and determine what topics are relevant to your customers during that month as well as what is happening in your business. Don’t hesitate to revisit topics you posted in 2014 to update your audience on recent trends or developments. When you plan this way your message becomes much more consistent and cohesive. You may even want to select a larger overarching theme to weave into every story you post. We included the graphic from our friends at Constant Contact that provides a few sample ideas for holiday topics.
Build it and they will come
The goal of your marketing calendar at it’s very core is to create a well designed, interconnected and balanced schedule of storytelling that creates interest among your followers and prospects. And our use of the word ‘build’ in this article was intentional. As the word suggests you cannot just throw something together and expect great results. Plan, build, execute. Social media and a marketing calendar will generate the results you desire over time. But only if you plan, build and execute consistently. And it’s important to emphasize the point that marketing does not produce immediate results. Your patience is required.
In our next article we’ll dive into the topic of storytelling and how it will change marketing in 2015. In the meantime, if you need some help with building your marketing calendar give us a call.