Setting yourself up for success in 2025
Marketing is constantly changing and it is important to stay on top of your strategy to make sure you are getting the most return on your investment. I know a few of us are eager to close out 2024 and we’re looking forward to a fresh start in 2025. Now is the perfect time to evaluate where you’re at with your marketing, move beyond reactive trends, and focus on what you want to accomplish in the new year – and how you’ll do it.
Here are 5 things to consider as you prepare your business for marketing success in 2025.
Set clear and measurable goals
Without clear goals, even the most creative marketing strategies can fall flat.
Before starting out the new year, take a look back at the goals you set for your business in the current year. Did you achieve what you wanted to achieve this year? Did you hit all your milestones and performance goals? This means looking back and what worked and what didn’t and taking stock of everything before you look forward.
Were the goals you set for yourself this year measurable? If not, it can be hard to figure out whether you reached them successfully or not. So for the upcoming year, make sure your goals are clear and measurable. Your marketing goals should also align with your overall business goals for the year.
A good starting point is to consider setting SMART goals (Specific, measurable, achievable, relevant, time bound). For example, you could say you want to grow your online community in 2025, but how will you measure that? What does success look like? Instead, your goal should be:
Grow Instagram followers organically by 20% and TikTok followers by 35% (using paid tactics).
Get specific and then set milestones throughout the year so you can check in on the progress.
Stay ahead of social media trends
I know, I know. I said stop focusing on trends. However, looking ahead at what’s coming rather than just reacting to what’s happened is important when you’re planning for the year ahead. Social media is constantly evolving and you need to be aware of changes that could be coming. For example, there is a lot of chatter abut TikTok’s sustainability as a platform. In the US, there is a chance that it could become unavailable in January. In Canada, there is a huge legal battle looming surrounding its presence in the country. This isn’t to say you can’t build it into your strategy, but monitor it closely and don’t put all your eggs in one basket.
We’ve watched the evolution of Twitter/X unfold and many brands have jumped ship because it just doesn’t help to reach goals anymore online. In discussions with many former Twitter users, they have simply left the platform because it’s not the same as it was.
So take stock of what’s happened in the past year and the discussions that are ongoing.
On another note, make sure you are constantly monitoring your social metrics to see what types of content are performing well on each platform. We are long past the days where you could “set it and forget it” with content strategy. There is a continuous shift in the types of content that each platform favours from short-form to long-form, video vs static images, links vs no links. If you focus on providing value and engage your audience with a variety of content, then you can easily tailor your strategy to each platform’s evolving requirements.
Note: don’t be afraid to experiment and step outside of your comfort zone in 2025!
Embrace technology in the new year
You’re on social media, you have a website… great! But what’s next. The world of marketing technology is a fun place to explore. For example, with AI and automation now becoming a part of the every day, how can you integrate it into the marketing toolbox your business uses? What about data? What metrics are you tracking and what customer data are you gathering (ethically and securely of course!)? And how are you using that data to build future marketing strategy?
The reality is that technology, when used in the right ways, can be an incredible tool to build successful marketing strategies. The trick is to not rely on it too much and not expect the same level of human touch. For example, if you use AI to create content, more often than not you will have to change things up to fit your brand voice and put your own spin on it. Or you could also use AI to help analyze customer data and predict trends.
Remember technology is a tool, not the thing you should relay on to do the work for you. Used in the right ways it can streamline your workflow and improve campaign performance.
Prioritize Video Content and Immersive Experiences
OK, this isn’t a marketing trends blog, however, if you’re planning ahead for the new year and you haven’t fully embraced video and immersive experiences… now is the time to do it. Video content dominates online traffic already and it will only continue to become more important. Get comfortable on camera and build video into your marketing strategy for the new year.
Regarding immersive experiences, think about ways to engage your audience directly through AR and VR technologies, but also event-based marketing that can cross over between digital and in person. Great video content can be created at pop ups and immersive experiences, and it’s also an incredible way to engage your audience and encourage User Generated Content.
Focus on professional development
Even if you have someone looking after your marketing for you (an agency, freelancer, or marketing department) it’s important to understand what’s going on. A big component of our marketing work with clients is education. A well-educated client can express what they want to achieve more comfortably. If you understand different marketing strategies, it is easier to integrate them into the overall plan. That’s not to say you need to be an expert (that’s what we’re here for!), but you can be more involved in the overall strategic planning.
You don’t know what you don’t know, so it’s important to be proactive about professional development when it comes to marketing. Bring in a speaker to do a workshop, watch webinars throughout the year, take a course, read articles. Regardless of your time and budget resources, there are different options that will allow you to brush up on your marketing knowledge. This type of professional development starts from the top down, so make it a priority among your teams.
2024 has been a wild ride and I’m sure 2025 will have it’s own challenges and opportunities. Stop chasing marketing trends and build a strategy that will set you up for success and create opportunities to build lasting relationships with your target audience and customers.
If you’re not sure where to start, sign up for a free consultation and we’ll get you on the right track for the new year!