We all know that Christmas decorations typically have a longer life than most people’s New Year’s resolutions. So rather than making grand promises for the next twelve months, Adam Tuckwell, Mobas’s Director of Digital, offers five practical things marketers can do this January to set themselves in good stead for the rest of 2025.
1. Dust off your marketing strategy
Most marketers have a strategy saved somewhere on their servers, quietly gathering digital dust. January is the perfect time to dig it out, give it a thorough review, and see if it’s still fit for purpose.
Start by analysing what worked (and didn’t) in 2024. Were there channels or campaigns that over-delivered? Use these insights to refocus your efforts and align them with your 2025 business priorities.
If you’re unsure where to start with your strategy, why not review our blog on the importance of a marketing strategy and why it is no longer a luxury item for marketers.
2. Audit your digital channels
Your digital channels are your brand’s shop window—but when was the last time you gave them a proper inspection? January is the perfect time to look under the hood.
Check for broken links on your website, outdated blog posts, and pages that could use a refresh. For social media, evaluate which platforms deliver results and which ones need a rethink. There’s no shame in letting go of channels that no longer serve you — it’s better to focus your efforts where they’ll have the most significant impact.
If you want to learn more about how you can give your website some more love, take a look at our article about the importance of giving your website some TLC.
3. Update your CRM
Next up, use this time to update your customer data. Your CRM is like that storage cupboard you keep meaning to organise — it’s brimming with potential but full of clutter. January is the time to clean it up.
Segment your audience properly, remove outdated or duplicate contacts, and create targeted lists for personalised campaigns. Focus on nurturing existing relationships; after all, it’s much easier (and more cost-effective) to win work from people who already know you than to chase new leads constantly.
Mobas are HubSpot Gold Partners, so if you aren’t sure where to start with your CRM, feel free to contact us and we can walk you through the steps needed to make the most of your CRM or pick the right one for your business if you don’t have one already.
4. Refresh your content calendar
January is a great time for forward planning. Invest some time now to map out key dates, campaigns, and themes for the first quarter. Remember to factor in trends your audience cares about, but don’t fall into the trap of overcomplicating things. A content calendar that balances creativity with practicality will save you from the dreaded “What should we post today?” panic later on.
We are Sprout Social Agency Partners, and they’ve published a great guide for those looking to develop a new content strategy for 2025.
5. Take a look at your competitors
Spying on your competitors doesn’t need to feel like a guilty pleasure. Call it “market research” and embrace it with purpose.
Start by analysing their recent campaigns, content strategies, and audience engagement. What are they doing that’s working well? More importantly, where are they falling short? Use these insights to identify gaps or opportunities to differentiate yourself. And no, this doesn’t mean copying them – it’s about refining your own approach.
There are tons of paid-for tools available to analyse your competitors, but why not start by looking at the Ads your competitors are running? All social media and paid search platforms have a free-to-access advert library to see the ads your competitors are using, and sites such as SpyFu offer a free look into the budgets they are spending.
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At the end of the day, we know that the new year isn’t about reinventing the wheel; it’s about fine-tuning the engine. By taking these five practical steps in January, you’ll set yourself up for a smoother, more successful marketing activations in 2025.
If you need any assistance in getting started or unleashing the potential of your business, we’d love to hear from you and share our unique audience fuelled approach to help take your marketing up a gear.
