The end of the financial year is a perfect time to hit pause, reflect and reset your marketing strategy.
As we approach the end of financial year, many organisations are shifting focus from delivery to planning, reviewing what worked (or perhaps didn’t…), refining budgets and preparing to make plans and decisions for the year ahead.
Now is the ideal time to step back, look at the bigger picture and ensure your marketing is aligned to support your business strategy. Whether you’re in an SME, not-for-profit, or a larger organisation, here are 10 practical steps to help you sharpen your marketing direction and build momentum into the new financial year.
Is the financial year ahead our year for a sharper focus and a stronger plan?
1. Audit your marketing strategy, not just your spend
Before you look ahead, reflect on the year that’s been. Did your marketing efforts support your business goals? Were you clear on what success looked like, did you measure it?
Did you connect with the right audiences? Was your message consistent? Which actions or campaigns drove engagement and results? Are you brand happy?
Reflect and use the data to refine your approach, identify gaps, and double down on what’s working. A focused review will show you where to continue investing, where to adjust, and what to stop doing altogether.
2. Revisit your brand positioning
If your audience can’t clearly understand what makes you different, it’s time to recalibrate.
A well-defined value proposition and clear messaging will set the foundation for everything from content to conversations.
Make sure your team and your audience are on the same page. Markets change, audiences evolve, and your marketing must keep up.
Now’s the time to ensure your brand still reflects who you are, what you stand for, and how you’re different. Update your messaging, refresh your visual identity if needed, and make sure your brand voice is consistent across all platforms.
3. Create a cohesive marketing strategy
Start the new year with a clear roadmap. Define your objectives, choose your channels, and plan your tactics.
Effective marketing is never standalone. It works much when it’s connected to your wider organisational objectives.
Take the time to ensure your marketing direction, messaging and priorities are directly supporting business growth, customer retention, or stakeholder engagement whatever matters most in your year ahead.
4. Build a smarter content plan
A strong content plan doesn’t just fill a calendar, it should drive consistent, strategic connections.
Work from your engagement insights and strategic priorities to plan content that adds value, reinforces your positioning, and builds trust in your offering across your channels.
Strategic content planning isn’t about volume — it’s about value.
Use your strategy to guide what you create, why you’re creating it, and who it’s for. Plan your calendar and ensure everything you publish supports your broader marketing goals and strategic objectives.
5. Map your audience journey
Effective marketing meets your audience where they are and moves with them.
Use this planning period to step into your customers’ shoes. What are their pain points? Where are the friction points in their journey? Map the path from awareness to action and tailor your messaging at each stage to build stronger, longer-lasting connections.
6. Align internally – people, culture, and brand
Your team is the living, breathing extension of your brand. Empower them to become your brand ambassadors.
Take time to align internally, refresh your values, involve your team in your marketing strategy and make sure your internal culture supports your external promise. An aligned team delivers a stronger, more consistent customer experience. It reinforces what your brand stands for.
7. Refresh your messaging
Who are you talking to – and what are you saying?
Update your key messaging and ensure your communications are tailored to your audience segments. Review your campaigns, internal comms, stakeholder updates, and PR activities to ensure they’re all working together.
Whether you need a full strategy overhaul or a refresh, now is the time to realign. AI is a great tool to help you, but tread carefully and avoid buzzwords!
8. Be smarter about channels
Not every platform deserves your time or budget.
Review your channels. Where is your audience active and engaged? What’s driving the most meaningful customer interactions? Double down on what is working and don’t be afraid to let go of what doesn’t. Consider new platforms or tools if they better suit your audience’s behaviour.
9. Measure what matters
Set KPIs that reflect your strategic goals, not just vanity metrics.
Assess all your channels, whether it’s visits, events, likes, engagement, conversions, or brand awareness make sure you’re tracking meaningful metrics. Use these insights to iterate, improve and demonstrate value to the business.
10. Bring in fresh eyes
Sometimes, the smartest move is getting outside help. If things feel unclear or you’re too close to the detail, an external perspective can make all the difference.
A strategic marketing agency can provide objective insight, fresh ideas, specialised expertise and manpower to help you sharpen your focus and scale your marketing activities. Whether it’s a brand refresh or a full marketing strategy, don’t be afraid to get an expert perspective.
At Focused Marketing, we work with clients across sectors to build clear strategies, reshape communications and deliver marketing programs that work for your business, no matter your budget. If your organisation is planning for the next financial year, we’d love to help you make it happen.
