Whether you run a financial – year marketing calendar or one covering January-December, it’s important to review it regularly, looking critically at budgeting and resources.
If you don’t have a marketing calendar, then now it’s a good time to get a plan in place. Here’s how:
- If you are starting from scratch with developing your marketing calendar, look at your key events and lock in when they are occurring for the next 12 months. These may be seasonal driven; product release; key sales periods; cultural events; national days of celebration or a worldwide event (e.g. Earth Hour, the Olympics).
- Work out the delivery medium for your message – e.g. billboards, radio, industry publications, letterbox drops, cinema, social media.
- Plan both a start date and a deliverable date. Don’t rely on just having enough material for when things need to go out; build a buffer into each deadline to ensure you are giving your team the time to develop content, as well as to assess what is working at the end of each campaign.
- Use themes to build a cohesive message across all the different points of information that you are putting out there.
- Utilise online systems, like social media schedulers, to post in advance – that way, you can hit feeds on the day and at the time that suits you.
- Cross-post across multiple platforms instead of one. Facebook has deep integration with Instagram that makes posting across both platforms fast and simple.
Well-planned, marketing calendars with realistic deadlines, clarity around responsibility and with scope for flexibility, will allow your marketing team to meet expectations, while providing valuable exposure for your brand and growth for your business. By reviewing it regularly, you can take into account changed market conditions as well as considering the implication of feedback you’ve received from review and research.