What's the Plan, Stan? - Creating Your Marketing Plan in 2022

In December, I spent a lot of time figuring out what my brand would look like in 2022. I will be the first to admit that I wasn’t perfect last year. There were whole month gaps where I didn’t have anything posted, my blogs weren’t going out on time, and I barely posted on social media. 

The shoemaker always wears the worst shoes, right?

The balancing act between getting everything done in the day and continuing your marketing efforts is a precarious one. How do you do both when there are only 24 hours in a day?

You plan. 

I took time in December to write down every marketing initiative I wanted to run in 2022. I broke down each campaign into little steps and then scheduled them into my year in a way I knew would be sustainable for my business. This includes my newsletter, the blogs, my daily social media posts, business development opportunities, and the list goes on. 

Planning is essential when it comes to making sure that your campaigns are successful. If you don’t know how it will fit into your day-to-day life, then you’ll never be able to execute in a way that’s actually realistic. Let me share my process, plus the templates I use so that you can get started on your own marketing plan in 2022. 

Write everything down. 

Start with a piece of paper and write down every marketing idea you have for the next year. Include your usual marketing events, sales, and social media posts. Figure out what campaigns worked last year and what didn’t. Figure out what to adjust and what to cut. Then add any new ideas that you have for the next 12 months. 

In that same document, make a note of everything you will need to prepare for your campaigns. For example, if you’re doing a print campaign then the notes on your document should look something like this: 

  • Decide dimensions for print collateral. 
  • Design print piece. 
  • Proof your design. 
  • Decide how your print collateral will be distributed. 
  • Build out a distribution plan. 
  • Reach out to printers for quotes for a decided quantity of print pieces. 
  • Send design to the printers. 
  • Retrieve the design and implement the distribution plan. 

You get the point right? 

Write out every single step, even if they feel miniscule. This process is important because it allows you to see just how much work your idea actually entails. If you look at the list and start to stress about whether you have enough time in the day, you will need to either delegate tasks or save it for 2023. A lot of us entrepreneurs decide on a new project without knowing the complete scope of the work and how it will actually impact the time we have each day. By breaking down each campaign, you’ll have a better idea of how long it will take and whether it’s worth the effort in the long run. 

For the above print campaign, I’d probably give myself at least four weeks to complete the design and printing process. That may seem like a lot of time, but again keep in mind that you have customers to service, administrative things to administrate, and a business to run on top of that. 

Start building out your plan.

After I write everything down, I build a calendar that gives me a brief overview of each month. 

If you’ve read any of my planning blogs or you’re one of my clients, you’ve undoubtedly seen this big, burly document in your inbox. 

In this document I make 12 columns for each month of the year. Then I add rows that cover off things like what my website will be featuring, services I’ll be focusing on promoting, the theme for my Facebook/Instagram content, and any pertinent milestones for the big projects I’m working on behind the scenes. 

I don’t get into extreme detail with this document, as it’s already pretty hefty to start with. I try to keep all of my notes as “big picture” as possible, using the original document as a reference. 

For each of my projects, I have a workback schedule outside of this document that keeps things hyper focused, providing specific dates and times for my deadlines. But keep this month-to-month document as simple and easy to read as possible. This will be something you refer to throughout the year, so make sure the information is communicated in a way that will be clear to you. 

If you’re curious about the template, you can find it here. 

Build a Channel Plan and Posting Schedule.

You can get more specific at this point. Using your channel plan, you can explicitly explain what you use each of your marketing platforms for and what metrics you measure for success. 

For example, you have a Facebook page. A channel plan would outline the explicit purpose for said Facebook page (brand awareness, ad spending, lead generation) and the metrics that you will measure to make sure it’s successful (followers, impressions, click rates, and engagement). 

The channel plan ensures that your marketing plan is guiding you efficiently through the year. Simply look at your overall marketing plan and then the content you’re putting out to ensure you’re using your platforms correctly. If you’re making content for Facebook that isn’t driving people to your website, then you’ll need to make some adjustments moving forward. 

Alternatively, if you’re basing your content creation on metrics that you didn’t explicitly decide to track, again you’re deviating from the plan in a way that could be detrimental to your success. 

The posting schedule gives you a weekly idea of what you should be posting and where. This keeps you on-track and gives you something to hold yourself accountable each and every day. 

If you’re interested in the templates for both the channel plan and the posting schedule, click here. 

Start prepping ahead of time. 

Most of the blogs from me that you’re going to see in January and February, were written in December. Productivity comes in waves and when you’re feeling on top of the world, tackle some of that marketing bulk. Get on your stories, write a blog, take some photos of the store. You never know when your motivation will wane again and it’s important to have a stockpile of content that you can share on a whim. 

Using your marketing plan, check out what’s happening in each quarter and figure out what you can prep well ahead of time to make sure that all of your initiatives roll out on time. 

Make some goals. 

Realistic goals help you stick to the plan. Setting goals will keep you on track when it comes to keeping your campaigns on track. If you have a strict goal of growing your Instagram by 1000 followers, then you need to do the things in your marketing plan that will make that happen. 

You should also have a list of goals that will help you stay on track this year when it comes to your marketing. Understand what works for you and what doesn’t, be realistic about what you’re able to do without help, and keep in mind that you have a business to run. Ask for help when you need it and remember to delegate where necessary. 

If you need more help, Grizzly Marketing is running one-on-one sessions with business owners and marketing professionals to help them develop a marketing plan that works specifically for them. Simply call us today for a free 15-minute consultation call. From there, we will schedule a two-hour one-on-one planning session that will cover off everything you need to get started on the right foot in 2022. 

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As always, if you need any help… you know where to find me. 

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