I know we haven’t had Christmas yet, but as I was thinking about what New Year Marketing Resolutions I can think of and my first one, “Start Planning Early” prompted me to not wait until January to send this out but strike whilst the iron is hot!

Resolution #1 – Start Planning Early

It is a fact of life (and marketing) that things always take longer than you think. Yes, in this world of email, digital print and social media it is possible to turn some marketing communications very quickly, but there are still things that deserve, and need, to be taken a bit more time over.

This is especially true of new activities such as a new brochure or website. All too often it is not the process itself of design, web build or print that causes delays, but lack of content, imagery or even product.

So if you know you want a new catalogue produced in March, start talking to your designer in January. If you want a direct mail campaign producing you need to factor in time to source data, response handling and fulfilment. Nothing is gained by leaving it till the last minute.

Resolution #2 – Don’t Plan in Isolation

It has never been so easy to integrate your marketing activity across media and channels. The growth of digital and social media mean that even with small budgets you can ensure you get maximum coverage from your campaigns.

     So if you have a new campaign or marketing activity –

     Make sure the information is also on your website

     Email your customers and prospects with the information

     Promote via PR in local, business and trade media

     Write a related blog

     Post that blog throughout social media channels

     Make sure your own staff are told about the campaign and its objectives

Resolution #3 – Make 2011 the year you became the expert voice in your field

A powerful strategy for many businesses, especially those selling services, is to promote yourself as an expert in your field. Time and time again I come across some fantastic wealth of expertise within a business that isn’t made best use of in its marketing. After all, customers are looking for you to inspire confidence in them and substantiate their choice and by proving that you know what you are talking about, you can help them make that buying decision.

This tactic can be particularly useful for businesses providing services, especially those that may struggle to differentiate – accountants, solicitors, IT companies. By pushing forward some key personalities, it could be a great way of creating some stand out.

So if you are a guru in your field, think about –

• Making contact with local or trade press. They are often looking for expert contributors
• Create a blog and post relevant and insightful content
• Follow and comment on the blogs of others in your field
• Take part in online discussions and forums
• Look at running seminars or putting yourself forward as a speaker at an industry event
• Create some in-depth collateral, such as white papers, that can be posted on your site

Resolution #4 – don’t forget your existing and past customers

While we are all busy chasing new customers and business it can be easy to forget current and past ones. It is also easy to assume (usually wrongly) that your customers know everything about your business and the products and services you offer.

Most marketing is about keeping a company, brand or service ‘front of mind’ so look at ways you can keep in regular contact. It may be by mailing, telephone, email or newsletter.

2011 is likely to be a challenge for many businesses so getting a head start in the New Year can only be a good thing.

Wishing all our clients, suppliers and followers a very happy Christmas and an excellent 2011.