New Year, New Strategy: How to Plan for Success in 2025

As we wrap up the year, it’s time for every savvy business owner to ask: What’s next?

If you know anything about business and marketing, you know that a lot changes from year to year, and you can’t maintain the status quo and expect to keep growing.

So let’s take a proactive approach and plan out how you can set your business up for success in 2025.

Reflect on Last Year’s Results…Then Dig Deeper.

Start with a look back. Analyze your marketing performance over the past year and get a clear picture of what worked and what didn’t. But don’t just stop at the surface level—dig deeper by asking questions like:

• Which efforts brought in the most engagement?
• Did certain types of content convert better?
• Are there recurring customer behaviors or preferences you could capitalize on?

⭐ Tip
Take advantage of any analytics tools you have (Google Analytics, social media insights, etc.) to get a more detailed picture.

Set Clear & Measurable Goals

For the new year, get specific with your goals. “Increase engagement” is nice, but “Grow email subscribers by 20%” is a goal you can track, measure, and strategize around. Think about goals that not only align with your growth vision but also push your business to stay competitive.

⭐ Tip
Consider setting quarterly goals so you can review and adjust as the year goes on.

Update or Refine Your Customer Personas

Customers evolve, and so should your understanding of them. What new trends have emerged in your industry? How has your audience’s behavior changed in the past year? Whether it’s their spending habits, preferred social platforms, or types of content they engage with, knowing exactly who your ideal customer is helps ensure your marketing stays relevant.

📖 Example:
Consider setting quarterly goals so you can review and adjust as the year goes on.

Focus on Content

The end of the year is as good a time as any to review the content and images on your website, social channels, Google Business profile, and email marketing to ensure it’s accurate, engaging, and reflective of your brand as it is today. Too many business owners take a “set it and forget it” approach to these foundational elements, and they end up missing opportunities to stay relevant and authentic.

⭐ Tip
User-generated content, testimonials, and behind-the-scenes posts are great ways to build trust and rapport.

Consider Adding or Expanding Paid Advertising

If you’ve been relying solely on organic marketing like SEO, adding some paid strategies—like Google Ads, social media advertising, display ads, or TV—can boost your visibility quickly. For those already using paid ads, the new year is a great time to evaluate ad performance and make a strategic plan for the beginning of the new year.

⭐ Tip
Think about your customers’ sales journey. Are you reaching them at every point throughout their buying process?

Set a Marketing Budget That Works for You

Planning a marketing budget is essential for getting the most out of your efforts without overspending—or underspending. Start by setting clear goals, then break down your spending across different channels (like social media, email, paid ads, and content marketing). A well-planned budget allows you to be proactive with your spending, not reactive, so you can enter the new year with confidence and purpose in every marketing decision you make.

⭐ Tip
Not sure how much you should allocate to marketing? A common recommendation is to spend 5-10% of your overall revenue on marketing, though this can vary depending on your industry and competition in your area.

Here’s a simple calculator to get you started.

Start 2025 Strong

The start of a new year is a powerful opportunity to fine-tune your marketing strategy—or to establish one if you’ve been winging it this far. By reflecting on past results, setting clear goals, and embracing new trends, you’ll be ready to capture the attention of your audience in 2025.

And if reading all this has you hyperventilating into a brown paper bag, don’t worry! Our team is ready to help.