New Marketing Strategies for the New Year

Did you meet all of your marketing goals in 2009? Or were there areas where you saw room for improvement? Now is the time to analyze previous successes—and failures—to determine new marketing strategies for 2010.

The past year has been a rocky time for businesses across the board. And in times of economic uncertainty, it’s not uncommon for companies to branch out and explore new strategies to market their products and services. Whether a limited budget meant that your company tried alternative marketing for the first time, or a changing consumer climate introduced you to new audiences, last year was a time for trial and error when it came to advertising and brand promotion.

Whether you ultimately flourished or floundered, there are lessons to be learned from each step you took. In the new year, these lessons can be used to set you up for even greater marketing success in 2010. Here are some tips to help you devise your marketing goals for the year ahead:

Create a vision for the full year.
Looking at your budget for the upcoming year, you may be tempted to plan a gung-ho advertising campaign to get the ball rolling. While making a big impact at the start of the year is one way to go, another advisable technique is to plan a staggered process that creates a lasting, solid impression of your business brand throughout the year. You’ll want to incorporate options from across the spectrum, from print ads to social marketing to interactive website strategies. Plan your pricing and agenda so that all messaging ties together and builds throughout the months. That way, you’ll have the strong, comprehensive results you desire when it comes to January 2011.

Don’t be afraid of change.
Taking new strides can be scary. In fact, you may have already shaken things up last year, and it didn’t quite pan out. This may make you think twice about pushing forward and exploring even more new routes—but then again, what can you gain by doing the same thing you’ve already done? If you devote the time to analyzing previous marketing plans, you can target areas that need improvement to predict results and reduce—or eliminate—your risk. Smart, evidence-based changes will give you an advantage this year.

Learn from past mistakes.
The first step is admitting that it’s okay to make mistakes. In fact, mistakes can be useful. Although it may seem tempting to forget previous endeavors that didn’t quite match expectations, it’s time to haul out old plans and notes to analyze exactly what went wrong and where there was room for improvement. Maybe all you needed was a more accurate sales projection. Maybe all you needed was a different marketing agency. Whatever needs amending must be determined so it can be fixed, preparing you for new successes in 2010.

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