As 2020 approaches, it’s time to start thinking about your marketing and communications efforts for the coming year. We know that this can be an overwhelming task, especially trying to anticipate budget needs a year out. With all the variables that can pop up throughout the year, it’s important to have a nimble strategy that can be responsive to your company’s needs. In 2020, consider maximizing your efforts with an omni-channel approach to marketing.
Here are three facets to consider when planning your 2020 strategy:
- All about the data
Whenever possible, it’s best to dive into the data and pull out important insights to inform strategy for the coming year. A data-driven plan will foster decisions based on facts and past performance. Data can tell you how well your previous marcom efforts performed, allowing you to select the highest-achieving options for the coming year. Additionally, data can help guide your thought leadership efforts by showing which types of content your customers engage with the most. Finally, when driving lead generation, data can show which keywords, paid placements and trade shows attracted the most leads and drove the highest sales.
- Achieving more with less
Another way to maximize efficiencies is with an omni-channel approach. This will allow you to not only extend your reach, but to make the most of your budget by adopting an integrated mix of paid, earned and owned media programs. By including both earned and owned media programs, your company will stretch the budget, so to speak, by using these cost-effective and impactful resources. Owned media such as blogs, social media content, thought leadership efforts and website updates are an incredibly affordable way to spread your company’s message. This type of content could also lead to earned media such as articles in the press, interviews or being quoted as an expert. By leading with owned and earned media and then adding the third tier of paid media, your company will have a comprehensive, yet efficient, budget for the year.
- Communication is key
A final step to making your 2020 marcom strategy top-notch is to establish interdepartmental communication. Leadership, marketing, public relations and sales should ensure functional alignment to bolster the overall impact of your marketing plan. While each team may feel like an island, that simply isn’t the case. In fact, the best PR works with sales to share data and create one congruent experience for your customer, building credibility, providing content and eventually leading to sales.
Set your sights on 2020
Are you ready for your best marketing year yet? By utilizing these three guidelines when creating your 2020 strategy, you’re sure to be pleased with the results. Remember to check this year’s data to help you select the best channels and content for next year, take an omni-channel approach that leads with owned and earned media, and finally make sure to communicate with all departments within your organization. If you do all of these things, you’ll maximize your marcom efforts and make the most of your budget.
Need help planning your 2020 marcom efforts? We’ve got you covered! Connect with the Beyond Fifteen team to learn more about our unique omni-channel approach.
