# Reassessing Your Marketing Strategy for the New Year
Are you aiming to revamp your marketing strategy for the upcoming year? In this beginner’s guide, marketing expert Michael Campagna shares 6 essential steps to ensure your brand remains marketable, relevant, and competitive.
## Reflect on the Past Year
Start by evaluating the previous year’s initiatives. Consider what worked well, what needs refinement, and what should be discontinued. Reflecting on the past year will help prioritize and realign your strategy for the year ahead.
## Understand Your Customer Needs
Gathering data from your sales team, surveying your customer base, and observing industry trends will help you understand your customer’s ever-changing needs.
## Refine Your Offer
Roll out new products or announce updates to ensure your offer is compelling and sets you apart from competitors. Tailor messaging for different customer segments.
## Determine the Channels You Will Prioritize
Choose channels that reach your target audience, yield the highest ROI, and help you meet your goals.
## Establish a Marketing Budget
Assess projected profit margins and settle on a budget that aligns with your short- and long-term goals. This will create guardrails for your team to avoid overspending.
## Set Goals to Stay on Track
Establish clear, SMART goals and processes for tracking their success. Choose the right KPIs and benchmarks to ensure your brand stays on track.
Revisiting your marketing strategy at the start of the calendar year is an effective way to keep your business growth on track. Establishing an annual marketing ritual will set your business up for success and prepare your team for the year ahead.
## FAQs on Revisiting Your Marketing Strategy
**How often should a marketing strategy be revisited?**
A small business marketing strategy should be revisited annually to ensure that your goals are still the same and your business is moving in the right direction.
**How do you refresh a marketing strategy?**
Looking at trends within your industry and the changing needs of your customer base will allow your brand to refresh its marketing strategy, standing out from the competition.
**Why are benchmarks important in marketing?**
Benchmarks allow your brand to track progress toward a marketing goal, providing insight into the progress being made.
*About the Author*
Michael Campagna is the founder of The Marketable Brand and Marketable Connections. Through his original Marketable Brand Framework, he teaches small business leaders how to create and execute long-term marketing plans.
*Company:* The Marketable Brand
*Connect with me on* [LinkedIn](https://www.linkedin.com/in/michael-campagna/)