The New Year is upon us, and the absolute best thing you can do for your company right now is to start working on next year’s marketing strategy, if you haven’t been already. Recently, I was speaking with a prospective client, and our conversation naturally turned to 2019 planning. We explored a range of topics, which I’ve summed up in this post. Here are four key areas that every company’s marketing department should be focusing on for annual planning:
- Have a clear set of objectives: Whether you plan to launch a new product or service, embark on a major growth or acquisition strategy, or diversify into a new market, it’s important to have a clear focus on what you’re aiming to achieve.
- Know your customers and your competitors: Listen carefully to what your customers are asking you for. Are you fully meeting their requirements? What are your competitors doing better than you? Think about the last time you lost out to a competitor and also the last time you won a contract — why did you fail or succeed? Examining both experiences can help you improve your offering.
- Create a content roadmap: Once your objectives are in place, think about what content you can produce to achieve those goals. You might want to create a pipeline of news announcements covering product launches, produce a series of thought leadership editorials for key trade publications, and maybe even write a series of case studies and white papers. And remember, once you’ve created a piece of content, you can repurpose it in numerous ways, including social media or blog posts, email campaigns, advertising, and speaking presentations…the possibilities are endless!
- Start scheduling your events calendar: It’s time to consider what trade shows and industry events will provide the best platform for your company to demonstrate its products and expertise, plus engage with prospective customers. Once you’ve decided, start putting together specific trade show campaigns to ensure maximum exposure before, during, and after the show.
202 Communications can help you execute all of your 2019 content marketing planning. To give you an example, one of our prospective clients is planning to exhibit at the 2019 NAB Show in April for the first time and developed a clearly defined set of goals for the show. I recently submitted a proposal to her, outlining how we can help her meet all NAB preview deadlines, build visibility and interest in her company’s products ahead of the show, and finally, help maximize her opportunities to brief the trade press and present to prospects at the show itself.
If you are planning to exhibit at the 2019 NAB Show, 202 Communications is offering a limited number of discounted NAB projects on a first-come, first-served basis. (This offer ends Friday, Jan. 11)
If you would like to discuss your content creation, marketing communications or media relations requirements for 2019, please drop me a line at firstname.lastname@example.org.
Don’t wait too long! 2019 is almost here and the pre-NAB work starts in early January!
We look forward to hearing from you. In the meantime, Happy Holidays from everyone at 202, and here’s wishing you a safe and successful 2019.
Neil Howman, Managing Director