My first inclination when starting this article was to write that as we approach 2025, marketing and communications professionals will face an increasingly complex landscape. I believe this to be true, but I’d be remiss if I didn’t point out that this should not come as a surprise. This has been the same story for many years. Our work, and the industry in general, experiences ongoing challenges and changes.
To name a few…traditional media channels are shrinking, social platforms are ever-evolving, generative AI tools are exploding in options and usage and Google’s algorithm continues to shift.
Thankfully, there is some consistency. One constant we can continue to lean into is the value of strategy. Whether you’re leading marketing for a global corporation or managing communications for a nonprofit, having a well-thought-out strategic plan will remain essential for success. The key is starting with solid research, understanding your business goals and creating realistic plans that can be implemented.
As you develop new plans and programs for 2025 (or refine your current strategy), the following seven tips will help you take a strategic approach that drives results and adapts to the changing communications landscape.
1. Start with the Foundation: Data-Driven Decisions
The first step in any strategic planning process should be gathering comprehensive data. This can include conducting thorough audits of current initiatives, capturing and analyzing market research and evaluating your competition. If it’s been a while since you’ve audited, analyzed and collected data, this phase could be lengthy – but it’s crucial before building an updated strategy. When you attend strategic planning meetings armed with solid data about what’s working, what isn’t and where opportunities lie, you create a compelling case for executives and stakeholders who hold the proverbial keys to marketing and comms budgets.
2. Align with Business Goals & Other Team Leaders
I can’t stress this enough: While marketing and communications initiatives won’t solve all business challenges, the strategies can’t exist in a vacuum – they must serve and support broader business goals. This requires marketing and comms leaders to have a seat at the leadership table – and that executives trust their counsel. Consider hosting strategic planning meetings that bring together diverse stakeholders from across the organization. These sessions not only ensure alignment but also build buy-in for your strategic initiatives, making implementation smoother down the road.
3. Build Your Content Foundation
Owned content has become increasingly crucial in any marketing or comms strategy. Factoring in all the ongoing changes I mentioned at the beginning of this article, you can’t control Google’s algorithm, but you can control and rely on your owned channels as the foundation for all other marketing efforts. Leverage your website, blog and email newsletters to provide valuable content that resonates with your audiences. This owned content becomes the source material you can then maximize across other channels, including digital ads, organic social, videos, sales enablement materials, etc.
4. Bridge the Sales-Marketing Divide
I’m a huge proponent of sales and marketing teams being strategic planning besties. Your sales team represents a goldmine of customer/client insights that should inform your marketing and communications strategy. They’re on the front lines having daily conversations with your various audiences, understanding pain points and hearing unfiltered feedback. Include sales representatives in your strategic planning sessions and create a process for sharing ongoing updates and dialogue between teams. Additionally, ensure they’re aware of and equipped with the content you create. Consider sending a monthly email update to keep sales teams informed of new content, campaigns and resources they can use in their customer conversations. There’s nothing more soul crushing than developing content and having your sales team say they never read or share it to enable sales efforts.
5. Measure What Matters
Before launching any strategic initiative, clearly define what success looks like for your organization. Work with executive leadership to understand their priorities and establish relevant KPIs that align with business goals. Regular monitoring (I vouch for monthly, but quarterly can work, depending on everything your strategy entails), allows you to track progress and make necessary adjustments. Remember that strategies should be fluid; if the data shows something isn’t working, adjust and adapt your approach rather than stubbornly sticking to the original plan. I love a good annual plan, but the days of building a year-long plan that doesn’t change in some way are long gone.
6. Plan for Implementation Success
The most brilliant strategy is worthless if it can’t be implemented effectively. When developing your strategic plan, carefully consider your team’s capacity, available resources, budgets and realistic timelines. Create a clear roadmap that sequences initiatives logically – for instance, ensuring your website is updated and all tracking is implemented before launching a new digital advertising campaign. Break larger goals into manageable phases and prioritize initiatives based on both potential impact and resource requirements. This practical approach prevents your strategy from becoming another plan that gets read once and never implemented.
7. Embrace a Modern Channel Strategy
Today’s marketing and communications landscape requires thinking beyond traditional channels. While your owned content serves as the foundation, consider how you can leverage employee advocacy programs to amplify your message. Your team members – especially sales professionals – can be powerful brand ambassadors on platforms like LinkedIn. Additionally, look for niche channels where your audience spends time, such as industry-specific Slack groups, Reddit communities or Facebook groups. Remember that while your brand might not have a place in these conversations, your subject matter experts might, creating opportunities for authentic conversations and intelligence gathering.
As we look ahead to 2025, remember that strategy development isn’t a one-time exercise but an ongoing process. Successful marketing and communications strategies require more than just good ideas – they need solid research and data, clear alignment with business goals and other team leads and realistic implementation plans. Follow these tips and guidelines to ensure your strategy doesn’t end up in the dreaded “strategy graveyard.”
Nikki Little is Senior Vice President at Franco. Connect with her on LinkedIn.
