Build a strategic marketing plan for 2022

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trategic marketing, or  marketing strategy  , is a term you may hear a lot, but perhaps not quite fully understand. It is sometimes dismissed as only relevant for large companies. But, in reality, strategic marketing thinking should underpin every  marketing activity  undertaken by an SME.

First of all, what is strategic marketing?

Simply put, strategic marketing is what is done by companies that have a clear and documented marketing strategy, which guides all activities. It is long term in nature and is the foundation upon which all marketing decisions are made.

A marketing strategy will have  very  clear goals  and targets   that it tries to achieve, but ultimately it is about creating a sustainable competitive advantage that will allow profitable future growth for the business.

Your complete guide to build a strategic marketing plan for 2022 suggested . Contents

How to build your 2022 marketing strategy

With the end of 2021, it’s time to start thinking about how we should be spending our marketing dollars in 2022.

That’s right:  it’s time to start thinking about your 2022 marketing plan.

I know, that’s a lot to think about. Luckily, we’re here to share some tips.

We’ve helped hundreds of businesses assess their marketing performance and develop their annual marketing strategies. Today we’re going to talk about how to create the right marketing strategy to help your business succeed in 2022.

It would be foolish to write a comprehensive article designed to give every business the exact formula for setting their marketing budget. Every business is unique. There are far too many variables to consider when writing a catch-all guide.

The purpose of this guide is to identify the main questions you should ask yourself when developing your marketing budget and to offer tips on how to assess these questions.

We’ll see how target growth rates, the competitive landscape, and more should inform your strategy development.


  • The 6 questions to ask yourself (when developing a marketing plan)
  • How Marketing and Sales Interact to Generate Revenue
  • Review 2021 Marketing Spend
  • General suggestions for your 2022 marketing efforts

The 6 questions to ask yourself when developing a strategic marketing plan

1. How much did your business grow in the last year?

Would you be happy to see similar growth metrics this coming year?

If so, consider how much your 2021 marketing strategy needs to change. Minimal movement in the competitive landscape could mean that copying your marketing plan from last year will get you 80% of it.

2. Which marketing channels generated the most value last year?

We recommend that you divide the value of each marketing channel into two categories: Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL).

Both channels are essential for long-term growth.

MQL-centric efforts (educational blog content, speaking engagements, etc.) will fill your pipeline and drive long-term growth.

Each company will define them differently. Here’s a breakdown of how our team distinguishes these two:

Qualified Marketing Prospects

MQLs are those who express an interest in knowing more about our services, either by submitting a contact form on our website or by scheduling a call through our chat widget.

Qualified leads for sales

SQL are tracks that have proven their worth in BANT (budget, authority, need and timing).

  • Find more value in working with us than they need to invest in working with us
  • Is ready to commit to working with us over the next 1-2 months
  • Has the power in his company to decide to work with us
  • Has the budget to invest in a partnership with us.

We recommend that you identify the main SQL and MQL drivers of 2020 and 2021. Focus your marketing budget on these two channels first.

3. What is your growth schedule?

Do you need to see 10% growth every month to keep your job?

Pay-per-click or PPC advertising (Google Ads, LinkedIn Ads, Facebook Ads, etc.) is a better investment in the short term if you need consistent growth. Within months, you will have a solid understanding of cost per customer acquisition (CPA) and be able to increase expenses accordingly to meet growth goals.

For example, you may find that your CPA with Google Ads is $ 500. Knowing this, you can easily assume that investing $ 5,000 will earn ten clients.

A company investing in SEO vs. PPC might expect to see a return on investment curve similar to this:

However, SEO results are less predictable on a daily basis. Most SEO efforts take 3-6 months to see the pull – which can be hard to explain to a boss in the short term.



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