The end of the year can be a hectic time for every marketing professional. You have to meet with your team and plan the marketing strategy for the year to come. This marketing plan will set the tone and help you organize yourself for the rest of the year. But even though planning for the new year is a vital part of the strategy process, there's a step that many marketers miss and is equally as important.
This step is called the Mid-year Strategy, and it is a six-month review plan that will get you through the end of the year. It is designed to give your marketing plan a mid-year refresh and to evaluate how your strategies have performed so far.
Today we are going to give you 5 tips that will help you crush your mid-year marketing plan.
Create SMART business goals.
You need to create business goals that are Specific, Measurable, Attainable, Realistic, and Time-bound. This will help you evaluate your performance and determine if you are hitting your goals or if you need to make adjustments.
Carefully evaluate and question your business goals
Don't be afraid to question your performance, it is a key part of the evaluation process. Here are a few of the questions you could ask when going over every business goal:
Did you fully achieve any of the goals that you set?
Do your new goals need to be developed for the second half of the year?
Do you need to remove any existing goals as they are no longer optimal?
Do you need to add, remove, or modify any of your business goals based on your mid-year strategy review?
Evaluate your campaign performance
Take a moment to evaluate the campaigns and activations you have implemented during the year and check if your KPIs (Key Performance Indicators) were met. This will help you see what is working and what is not when doing your mid-year strategy refresh.
Review your top 3 buying personas
It is important that you go over each buying persona and question if they are still accurate and aligned to your brand. That way you can make any adjustment needed, so you always have your target market information optimize. Another thing that you should be looking at is how much content you have produced for each buying persona. Remember to consider this when planning the content for the rest of the year.
Update your Marketing Plan based on your mid-year strategy review
Once you finish evaluating your performance for the first half of the year, write down the results, successes, focus areas, and the next steps to follow for the rest of the year. This will improve your team communication and help you organize yourself for the future.