In December 2010 I wrote a blog called ‘2011 Marketing New Year’s Resolutions’ - not sure where that year has gone, but here we are again first day back in work in 2012 and looking to make changes to the way we run our lives and our businesses. Looking back at last year’s blog, the resolutions still stand, so please check it out, but I have added some more.

In challenging times, when so many things in the wider economic environment seem out of our control, the one thing you do have control over is your marketing.

Resolution #1 – monitor what you are doing

People who work in marketing understand how volatile and changeable it can be, and is why a big part of their day is spent monitoring activities and testing new ideas. When running your own business, it is easy to treat marketing as tasks that can be forgotten about once completed.

So make sure you put aside time to review what you are spending your money on and whether it is working for you. If something is no longer working you need to consider why. Is the creative or offer tired and in need of a refresh, or is that media channel no longer reaching your customers? Has the space become saturated with your competitors or is it dominated by offers and deals you cannot compete with?

Resolution #2 – be brave enough to change what you are doing

Following on from resolution#1, if you find that something is no longer working for you, you need to have the guts to stop doing it. I find so many business owners repeating expensive advertising that isn’t bringing in the results just because it is what they have always done and they are afraid of stopping. If it is not working you are just flushing money away to repeat it.

But, a word of warning, make sure you reinvest that money elsewhere in other marketing activities so you can find new ways of bringing in the results you want.

Resolution #3 – try something new

As I mentioned before, testing is a big part of marketing as you should constantly be striving to find new ways of doing things and new marketing opportunities. So in 2012, look at some of the new things you could be doing and commit to trying some of them.

If you use Facebook but are afraid of twitter, then why not give it a go. Could you try new types of promotions? Look to other sectors for ideas you could bring to your business. When the first bank copied retail and offered a ‘Sale’ on its products people thought they were mad, but now it is a common promotional tactic in financial services.

Resolution #4 – get out there and meet new people

It can be very isolating being a business owner and with time pressures, having the time to attend networking and events can seem difficult. Make 2012 the year that you commit to attend some of these events as getting yourself known in your area or sector is a very powerful marketing tool.

There are many of these events around so try some for size but remember, like social media they are not about immediate selling, but rather building relationships that will bear longer term rewards.

Resolution #5 – keep everything fresh

If you have a website, make sure it is kept up to date. Look at adding case studies, news or a blog to your site as it allows you to immediately add something new without costly reworks of your site. It could even be as simple as changing your images which will immediately make your site seem fresher.

Personally I am a big advocate of blogs rather than news sections, as it can be difficult for small businesses to have enough news about themselves to post regular new content. A blog however is not just news, it is also opinion, advice and comment, so the only limit on how often you update your blog is the time you can put aside to do it.

2012 may be another tough year, but by taking control of your marketing you can give your business the best chance possible for success.