What to Prepare for January
As the year winds down and everyone settles into holiday mode, it’s tempting to ease up, but your marketing strategy shouldn’t. Now is the time to lay the groundwork for success in 2026. January comes quickly, and the businesses that hit the ground running are the ones that started prepping long before the ball dropped. By reviewing your past performance, setting clear goals, and mapping out your strategy now, you can step into the new year with direction, momentum, and a clear path to success.
Not sure where to start? Here’s your go-to guide for building a strategic and achievable marketing plan for 2026.
Review Your 2025 Goals
Take a moment to look back. Review your 2025 goals, and give them an honest assessment. What worked? What didn’t? What would you never try again?
Ask yourself: Which campaigns were effective? What content had strong engagement? Which channels brought the most conversions? Which efforts drained time and budget with minimal payoff? Taking time for reflection may reveal patterns that indicate how your focus should shift in 2026.
Reevaluate Your Audience
Your audience may not be the same audience you spoke to last January. Trends shift, needs evolve, and platforms grow or fade. Do a quick year-end audience check. Go to your website and social media analytics to review who engaged the most with your brand this year. Are they the same people you intended to target, or did a new demographic unexpectedly show up? Use this information to sharpen your message, adjust your visuals, or even redefine your target audience all together.
Audit Your Digital Presence
Before you can plan where you’re going, you need a clear picture of where you stand. Think of this as your brand’s annual checkup. Take a close look at your website (especially mobile), social media channels, email campaigns, and any other digital touchpoints. Are they reflecting your brand accurately? Are your messages consistent across platforms? Look at your analytics to identify what performed well this year and what fell flat. This will give you insight into which strategies are worth repeating and which ones need a refresh. Don’t forget to check for accessibility, mobile friendliness, and SEO performance. Small changes can lead to big improvements when January traffic spikes.
Identify What You Want to Do Differently in 2026
After completing your audit, identify what’s worth continuing, and what things you may want to change. Try asking what needs updating? What’s worth doubling down on? Or what’s a dream project you want to prioritize? Give your team permission to leave old habits behind, and set some new goals. Goals are the roadmap for your marketing strategy. Think beyond vanity metrics like likes and shares, and aim for outcomes that drive your business forward, such as lead generation, conversions, and meaningful email engagement.
Make your goals SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. Vague goals are the enemy of good marketing. So, for example, instead of ‘increase engagement,’ try to set a very specific target, such as:
- Boost Instagram followers by 20% by June
- Grow email list by 1,000 subscribers in Q1
- Launch two major campaigns next year
If you want 2026 to be a strong year, the work starts now. Planning in December gives you clarity and a competitive edge when January rolls around.
If you want help building your game plan, that’s where we come in! Let’s chat about how we can make 2026 your most creative, strategic, and impactful year yet.
