SCORE Small Business Blog

Growing: Build an Engagement Marketing Calendar for the Next 12 Months

Plan Your Online Marketing Campaign

With so many online venues available to engage with customers — email, Facebook, Twitter, Foursquare, blog posts — it’s important for small business owners and marketers to plan out how they are (or are not) going to use each channel in the coming year.

Maybe you want to send out one content-rich email campaign to customers every month. If so, designate one topic to cover each month through the year. This way, when the month arrives, you know what you’ll be writing about and won’t be panicked to come up with an idea. When it comes to social media, your plan might be to post at least twice a week to your Facebook Page, and update your Twitter feed a few times a week. Great! But, make sure you monitor your social networks regularly for customer feedback and respond as quickly as possible when appropriate.

I’m not saying you must use all of these; it’s just important to figure out now which ones you want to use going forward and figure out a schedule for how you want to use them. If a channel isn’t right for you because the majority of your customers aren’t using it, that’s fine too. That way, if a customer asks, “Why aren’t you on Twitter?” you can provide a solid answer and give them other options for connecting with you.

By planning now how and where you’ll engage with customers, you’ll be able to maintain a consistent approach and maximize your online marketing efforts through the year.

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Discussion (3) Comment

  1. RendelVisitor

    Write more, thats all I have to say. You definitely know what you’re talking about!

  2. FilVisitor

    Great blog! Do you have any hints for aspiring writers? I’m hoping to start my own blog soon but I’m a little lost on everything. Would you advise starting with a free platform like WordPress or go for a paid option? There are so many choices out there that I’m completely overwhelmed .. Any tips? Many thanks!

  3. Critical point Eric! As owner you drive the strategy and the rest falls into place. Your book was my main manual for planning my outreach campaigns. Thank you!


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