So, how do you go about creating a marketing schedule? We’ve broken down the three issues you must consider when building your marketing schedule so you can make the most of the year ahead.
Step one: Identify key dates in your calendar
The time of year you engage with your customer will affect the types of conversations you have with them, so make sure you schedule your campaigns around dates that align with your products and are meaningful to your buyers.
Key national and local dates
Scan your calendar and take note of key dates such as public holidays, like Anzac Day and Australia Day; important periods, including the summer holidays,Christmas, or even tax time. Don’t forget local dates, including fairs or the beginning of the school year.
Ask yourself: Do any key calendar dates obviously relate to a service or product mybusiness offers? If yes, there is an opportunity for you to tactfully link your business with the public holiday or event.
Promotions or product announcements
As a business, it's likely you have already identified which products or services you will be focusing on in the year ahead. When and how many campaigns you run will largely be dictated by which products have the biggest revenue targets.
The length of salescycle for each product is another key consideration. You don’t want to leave a campaign for a product that typically takes six to 12 months to convert until the end of the financial year if your revenue target is in this financial year.
Consider running a promotion that coincides with a key calendar date. A discount on camping gear, for instance, might make the most sense ahead of the summer holidays. In the same vein, if you are launching a new product, consider which date will be the most meaningful for your target audience.
Internal and external events
Do you hold annual events? Do you participate in an industry-wide conference? Whether you want to encourage attendance numbers or use the relationship to build on your reputation, consider communicating with your database well ahead of the event. Keep in mind that while events are a great way to bring customers together, it usually takes multiple communications (invitations, RSVPs, reminders etc.) to get people to attend.
Step two: Address the ‘who’ and ‘why’
With your dates selected, it’s time to better understand your customers. Develop a set of buyer personas that include basic profiling information– age, gender, socio-economic status, job title – as well as: