We’re a month into the new year and, from a statistical standpoint, 40 percent of you have already ditched your New Year’s resolutions. Look, we get it — keeping up with a set of overambitious, life-altering goals can quickly turn from inspiring to stress-inducing.
But some key factors in keeping up with your resolutions are making them specific and measuring progress. Which is why we’re here to check in with some clearly defined marketing resolutions to help make 2017 your most successful year yet — no gym required.
Whip your editorial calendar into shape.
Between a website, a blog, LinkedIn, corporate events, and speaker engagements, keeping up with multiple schedules can feel like a never-ending jigsaw puzzle. Simplify by consolidating all calendars into one. A shared editorial calendar will keep the whole team on the same page by highlighting important dates and drawing attention to key trends and ideas for upcoming months.
Your calendar should also include what specific tasks each team member is working on during any given week, which can help you keep the workload evenly spread out across your staff. If you see on the calendar that one person has multiple assignments due at once, another team member can take on some of the responsibility to help lighten their load.
A well-organized editorial calendar also makes it easy to plan relevant and effective social media. Have a corporate event coming up? Schedule a blog around the same time and promote it on your social media platforms.
Work together to build a plan.
For starters, have a shared goal in sight. When determining goals, make sure that all the bosses are on board and committed — having a unified front will encourage everyone involved to stay motivated and follow through.
Once you’ve set goals, you need to build a plan — and more importantly, share it. Communicating clear-cut goals promotes office camaraderie and cuts down on internal competition. (And with your handy shared editorial calendar, getting the message across should be a cinch.)
With your plan in place, learn from your experience by using analytics to measure progress.
Stay tech savvy.
Serving your clients as efficiently and effectively as possible means keeping up-to-date on technology solutions. Choosing from the array of new tools and platforms available can be daunting, so here are five guidelines to follow:
- The first thing to consider when incorporating new technology is how it will serve your customer. For example, is your customer service center getting flooded with calls? A chatbot system can handle basic questions from customers, freeing up the lines for more complex issues.
- Get input from employees from key departments like sales, customer service, and product design when making decisions about new technology. Their insights from hands-on experience will be the best way to see how the new technology will work in reality and reveal any disruptions it could cause.
- Start small by testing new technology with a small budget or in one specific area before making any dramatic changes. Define goals and measure how well the technology is working to help you meet them — if it proves to be successful, you can expand confidently.
- When your company is ready to make big changes, provide employees with as much training as they need for a seamless technological transition.
- Staying up-to-date is an ongoing journey. Keep an eye on newly implemented technology to see how it’s helping your company meet goals, and reevaluate regularly to make sure you’ve chosen the best available options.
Toss out the word salad.
New year, new industry jargon — and our advice is to stay away. Using plain, concise language will get your point across just fine without ever having to use sticky phrases like “low-hanging fruit.” Stick to words you know and feel comfortable using conversationally; if it’s unclear to you, it will probably be unclear to your reader.
Keep your audience in mind and adjust your language accordingly — but always keep it natural.
New year, new (social media) you.
Stop procrastinating: The time to revamp your social media presence is now.
For starters, make sure you are on the right channels to reach your audience. Good news: Social media platforms have made this easy by determining peak hours and user demographics for you. Is your audience interested in fashion and retail? Pinterest is a good bet. Are you targeting high-earning 30-somethings? LinkedIn might be a great place to engage them.
Keep an eye on analytics to judge social media performance. Key measurements like pageviews, time on site, repeat visitors, bounce rate, and impact can reveal a lot about your audience, like how engaged they are and how valuable they find your content.
Measuring ROI, or return on investment, is the most reliable way to prove the value of your social media campaign and determine what areas need improvement.
We’ll drop another number on you here: Only 9 percent of people say they successfully keep their New Year’s resolutions for the whole year. So if your goals start to feel overwhelming, keep in mind that something is better than nothing, and all progress is good progress.