January is a great time to define your marketing goals. You can focus on SEO, social media, email, or all of the above—just be sure to get it down in writing.
The new year is a blank slate. A fresh start. A clean sheet of paper, a land of opportunity, and a new leaf all rolled into one.
(We can’t think of any other idioms, but you get the idea.)
If you want to make the most out of this new beginning, it’s a good idea to take stock early and set your marketing goals. With the wide world of digital marketing open in front of you, you may wonder . . .
Where do I start?
Here’s a mind-blowing fact for ya: it’s projected that businesses will spend more than $695 billion on digital advertising this year. So if you’re planning to lean into your online marketing efforts in 2024, you’re on the right track.
According to WebFX, these are the top 5 channels in which businesses plan to invest their marketing time and money:
So when it comes to your New Year’s resolutions for marketing, these areas are a good place to start. Ask yourself:
As you answer these questions, you may discover you know exactly where your marketing efforts are needed this year. Or, you may be left with more questions.
If you’re still feeling a bit hazy, consider the past few years. Which of your marketing campaigns have been successful and which haven’t? If you have a dependable channel (whether it’s social media, email, SEO, or Google ads), you may want to turn to whichever venue has proven successful in the past.
Once you know which areas you will be focusing on, it’s time to set some clearly defined, actionable goals. This will get your marketing team up to speed with your priorities and help keep everyone on the same page throughout the year.
Here’s what we recommend:
At this point in the process, you know where you want to spend your time and money. Now, take a look at how those areas performed for you last year and use those numbers to set realistic yet ambitious goals for 2024. Then, break those goals down into monthly and/or quarterly goalposts. (Be sure to take busy/slow times of the year into account when doing this.)
Once that is done, write a summary paragraph that outlines your priorities and what you expect your team to accomplish.
We’ve mentioned key performance indicators (KPIs) in the past. They are specific, mathematical metrics that indicate whether or not you are reaching your goals. KPIs are universal, which means they can be applied to any area of digital marketing, be it SEO, landing pages, Google ads, social media ads, or anything else.
Common KPIs to monitor include lead generation, new customer acquisition, lead conversion rates, and overall sales growth. These numbers will set a goalpost for your resolutions and give you something specific to work towards.
You can try to monitor certain KPIs manually. But we recommend you make the process easier on yourself (and your team) by getting set up with a few different digital marketing monitoring tools.
Okay, we’ve talked, both generically and specifically, about all your options for marketing this year. But if you want to know where we truly believe you should start, here it is:
If you’ve already developed a brand voice and brand guidelines, woohoo! Our work here is done.
If not, there’s no time like the present! We’ve done a deep dive into brand guidelines here. But if you’re looking for a quick summary, just know that brand guidelines are super important. They help you reach your goals and stay consistent across all platforms and campaigns. And we highly recommend them for any business looking to jump-start a new phase in marketing.
With all of that in mind, there’s no better way to kick off 2024 than with some brand-related resolutions. Here are some to consider:
Once you’ve achieved these resolutions, you’ll be well on your way to a more defined brand identity. And with that under your belt, your future marketing campaigns will be more consistent and effective. We believe that 2024 is looking bright and we can’t wait to see where your marketing resolutions take you!
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