End of Year Planning: Creating A Successful 2022 Marketing Plan

Not sure how to create your marketing plan for 2022? Follow these seven steps to make a marketing plan that will help you reach your goals quickly. 


Believe it or not, 2022 is coming around the corner. We're officially in Q4 of 2021, so if you haven't thought about your marketing strategies for next year, you have a couple of months to scrape a plan together.

Thus far, 2021 has been a crazy year for brands: supply chain issues, remote work and low consumer trust have made it a challenge to grow a business. Leveraging what you've learned so far about marketing your company during a pandemic can help you go into 2022 with a solid marketing strategy.

Not sure how to create your marketing plan for 2022? Follow these seven steps to make a marketing plan that will help you reach your goals quickly.

1. Review Your 2021 Plan First

Did you write a marketing plan for 2021? Dust it off and review it as a team. Although we aren't out of 2021 just yet, you should have enough data from Q1, Q2 and Q3 to make educated decisions.

What did you do well? Which tactics gave you the most bang for your buck? What didn't work so well? Did you meet your goals or did you come up short?

It's important to review what you've already tried in marketing. This way you can stop wasting time and money on campaigns that don't work and funnel your resources to more effective channels.

2. Define (or Redefine) Your Audience

Marketing should revolve around your audience's needs. If you haven't already, define your audience with buyer personas. Even if you already have buyer personas, use this as a chance to review them as needed (you might even need to add a new persona to the mix).

Be sure to pay close attention to each persona's customer journey. Where do most of your paying customers find you? Stick with the most effective channels so you can optimize your marketing tactics based on what works. It's ok to try something new, but make sure you base it on fact. For example, if you really want to market on TikTok but your audience isn't on the platform, that wouldn't make sense.

If you want more in-depth audience insights, you can always do paid interviews with your most loyal customers. You never know what insights you'll glean when you speak directly to your audience.

3. Conduct a SWOT Analysis

Your SWOT analysis will definitely change from year to year, if not month by month. Be sure to include an up-to-date SWOT analysis in your 2022 marketing plan. This will help you identify internal strengths and weaknesses as well as external opportunities and threats.

4. Set SMART Goals and KPIs

After reviewing your 2021 plan, learning more about your audience and conducting a SWOT analysis, it's time to set goals for 2022 marketing.

Instead of choosing a vague goal like "I want to bring in more customers," set SMART goals. This will make it much easier to understand if your marketing team was actually successful.

You should also set key performance indicators (KPIs) for each of these goals on a per-team or per-individual basis. KPIs are metrics that are in service of your SMART goals and they will hold your team accountable over the course of 2022.

5. Choose Your Tactics

What marketing tactics will support your SMART goals? For example, if you need to see a 20% lift in brand awareness by February 2022, which tactics will get you there most efficiently?

Only you can choose the tactics that will work for your brand. But to give you an idea of where to start, you might choose tactics like:

• Organic social media.

• Paid social media.

• Public relations.

• Search engine optimization.

• Content marketing.

• Video marketing.

• Experiential marketing.

• Email.

Google Ads.

• Influencers.

6. Create a Budget

You can't measure your return on investment (ROI) unless you know how much money you spent marketing yourself. That's why it's so important to create a budget annually as well as per-channel or per-tactic.

You should have an overall 2022 marketing budget, but you need to funnel that budget into predetermined buckets to understand where your money is going. If you have a $45,000 annual budget, for example, that might mean you allocate $20,000 to social media and another $25,000 to public relations.

7. Hold Yourself Accountable with Project Management Tools

At this point, you've probably documented your marketing plan on paper. That's all well and good, but a Google Doc isn't nearly as actionable as project management software.

If you really want to implement your marketing plan, plug it into PM software like Asana, Monday or Trello. This is the best way to ensure your team actually acts on the marketing plan.

The Bottom Line

As we saw with 2020 and 2021, your marketing plans can change overnight. Know that it's ok to update the plan as the world changes. If you follow these seven steps, you'll lay the groundwork for a solid 2022 marketing plan so you aren't starting from scratch.

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