Setting the Foundation for Your Annual Marketing Plan: It’s as easy as packing a suitcase

Posted by: WendyLane in: Digital/Social - Media Relations -

Writing an annual marketing plan can be intimidating. But it doesn’t have to be.  It can be as easy as packing a suitcase. 

If you’re like me, you travel a lot for business. You know that every suitcase starts out empty, just as every marketing plan starts with a blank page.  

The process of filling both begins with the same question:  

Where are you going?  

You can’t start packing before you know your destination.  The more information you have, the better choices you’ll make when you fill your bag. 

So…where are you headed 

If you haven’t already, align with your executive team and get consensus on what’s important and why. What are your overall goals for the coming year? Revenue growth? Breaking into a new market? Increasing market share?  Then, what are the strengths and weakness of your company to meet those challenges?  Be sure you understand what could get in the way of achieving these goals, including current events, economic trends, competitive developments, etc. It’s important to build marketing strategies that play to your strengths as well as counter potential challenges. 

Think of it like this:  Knowing the forecast increases the likelihood that you’ll have what you need when you get to your destination.  


Meltwater Social Summit 2018: Erik Qualman’s Keynote

Posted by: Rachel Neff in: Digital/Social -


One of the most key points Qualman brought up was benchmarking. Data means nothing without context. Compare the data to internal (month over month) to external (industry). Go from the offense of reacting to what your competitors do to using data for defense to start leading the industry. Don’t be ahead of the market; be ahead of your competition. In order to do that, you need to know what your competition is up to.

Here are some other highlights.


Meltwater Social Summit 2018: Key Takeaways from Jorn Lyseggen

Posted by: Rachel Neff in: Digital/Social -

  • Empathize with the pain point of your client before ever talking about your product. Once you understand what your customer needs, you can then show how what you offer solves their problems.
  • Social media is where you help your customer understand who you are as a brand.
  • Influencer marketing such as product reviews will continue to be a key part of marketing and buyer decision making.

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