Cheers to a new year, a new beginning, and new marketing goals for 2014.

‘Tis the season for reflection of 2013 and the time to write down your vows of what you’re going to stop doing and do better for the new year. I’ve rounded up 4 easy-to-implement goals to make this year the best one yet.

1. Leverage More Video Content


Content is king, but too much text can be overwhelming and a turn off to read. For whatever reasons, videos are still highly under-utilized. They may seem intimidating or time consuming, but rest-assured, they aren’t. If you find yourself with writer’s block every week, then change up your content and get rolling! The format is more engaging and it can showcase your personality better than text can. People can relate to you as a person and get to know you and what you’re about. Online video consumption is up 30% year-over-year — so brands should take advantage of the opportunity by creating online video ads.

Video Content Suggestions

  • Google Hangout On Air
  • Video Blogs
  • Video Ads
  • Client Testimonials
  • Interviews
  • Behind-the-scenes (your process, facility, etc.)
[icon color=”Accent-Color” size=”tiny” image=”icon-arrow-right”] Tip: Find a good microphone. Audio is more important than video. Your webcam on your computer is good quality and can be a quick-fix to get started.

2. Invest Your Dollars in Facebook Ads

The costs are still relatively low and the results are getting much better. At a minimum, you need to test it out and start learning how to incorporate it into your marketing media mix. Facebook Ad ROI (defined as revenue/expense) is up 58% year-over-year. Page post ads are great way to get started into the ad space. They use an image to engage the audience, they blend in directly into the news feed and easily go unnoticed unlike a traditional ad in the sidebar. In addition, the page post ads also have a “like the page” icon in the top right so you not only get to direct your audience to the link or attachment you provide, but you also get the chance to increase your Facebook page engagement.

[icon color=”Accent-Color” size=”tiny” image=”icon-arrow-right”] Tip: Use the grid tool to test your image. According to Facebook’s guidelines, they only allow ad images to have 20% text. However, as long as the text only occupies 20% of the space, you can have as much or as little text as you want. The grid tool will show you how you can finagle the text to comply with the rules.

3. Get Organized

Don’t wait until spring to get organized. Start the year off strong by checking off that to-do list that has been staring back at your for years. There will never be a good time to do it and the longer you push it off, the longer the list will get. Evaluate and analyze your data and pinpoint what is working and what’s not. What are common complaints, problems, things or people slowing you down? There’s always room for improvement. So review and update your processes, workflows, policies, etc. accordingly. These always seem to get pushed aside to focus on the more pressing items, but in reality efficiency drives growth and revenue.

Organizational Checklist

  • Analyze CRM Data
  • Implement New Training Program
  • Refine Client On-boarding Process
  • Identify Sales Roadblocks
[icon color=”Accent-Color” size=”tiny” image=”icon-arrow-right”] Tip: Don’t get overwhelmed, just set aside an hour a day for two weeks and you’ll be well on your way to a more organized and effective year.

4. Optimize Your Website

I know I sound like a broken record, but if I do, it’s because you still haven’t optimized your website! Tablets and smartphones outsell computers. It’s not enough to simply have a website that “doesn’t break” or just “looks okay” on mobile devices. It needs to be an experience that is intuitive and customized for the way that people use those devices. Specifically, on iPhone and iPads it is much easier to use your fingers to scroll down long pages than it is to hit links to new pages. No page should ever require scrolling left to right, and buttons and form fields should be large and take the majority of the width of the screen. You should be updating your website regularly to keep it fresh, so now’s a great time and a great excuse to start!

[icon color=”Accent-Color” size=”tiny” image=”icon-arrow-right”] Tip: At the very minimum, you can buy a responsive theme for WordPress. Check out Theme Forest or ask your dedicated website developer if they can create a mobile site.
If you haven’t already, don’t forget to download our 2014 Marketing Plan Calendar to kickstart your 2014 marketing initiatives. Get the conversation started, we’d love to hear your New Years resolutions.