Developing an annual marketing plan
Creating and developing an annual marketing plan takes some time, but after it’s done, you have a solid framework for building your promotional calendar. Follow these steps:
Write your 12 month revenue goal.
Consider your target revenue goals in your annual marketing plan calendar, and figure out where you want to be each month to reach those goals.
List your non-revenue goals in your annual marketing plan calendar.
This list could include non-revenue growth opportunities such as the launch of a blog or podcast, the release of a book, or the opening of a new location.
Slot holiday promotions into the appropriate months.
For many retail businesses, November and December are key sales times and thus require strategic marketing. Other businesses may have peak promotion at varying times, such as before a major conference or during a certain season.
Slot annual promotions into the appropriate months.
These promotions may include major sales, product releases, or events.
Every business has slow and busy months, so note those months in your plan so that you can build appropriate promotion during those times.
Slot nonrevenue goals into the appropriate months.
Are you planning to release a new book or launch a new blog in March? You need space on the promotional calendar for these non-revenue initiatives.
Break your revenue goals into monthly allotments.
Keep seasonality in mind in annual digital marketing plan
Add your standard revenue projections.
Include promotional efforts, major events, standard rebilling contracts, and subscriptions.
Subtract your expected revenue from the target revenue.
After doing this, consider how you can fill in the remaining revenue needed. This step is where your marketing efforts comes into play.
Brainstorm additional promotional ideas that could generate the revenue you need to reach your goals.
Will you need to add new products or services to promote to reach your target revenue? Can you find new ways to offer the existing products and services you already have?
Spot-check and adjust your marketing plan calendar.
Ask yourself whether your calendar helps you meet your goals in a way that will be both effective and practical.
List additional items that you need to meet your target.
You may need to launch a new product or service or to create a sales presentation, for example-
Creating a 30 day calendar
Creating a 90 day rolling calendar