Marketing calendar, editorial calendar, content calendar. Whatever you call it, the concept is the same. Using a calendar to plan your marketing efforts can help your team be more organized and on target.
There are a lot of tools out there to help you build a marketing calendar. One of the best is your basic Google Calendar. You can’t beat the price and its features are great for use as a team or company-wide marketing calendar.
- Share the calendar with the whole team
- Invite individuals to help out with specific marketing efforts
- Create separate calendars for department, vertical, or person for easy filtering and visualization
- Make changes with ease (because this is marketing; everything is always changing)
Most people use a marketing calendar only to plan ahead. This left us wondering, what happens to all those plans? It’s rare that you go to market with everything exactly as you planned, on the schedule you set out with. Things change.
It’s also important to see how your plan affects your marketing goals.
What if you could go to your calendar and look back at your marketing efforts? What would you see?
With a traditional marketing plan, you’d see the detritus of what you’d planned. But you’d have no way of knowing what actually got done. You wouldn’t know what impact your efforts had without digging into analytics. And who’s got time for that?
But, ever forward, right? You may think, there is no need to look back, we’re already on to the next thing. There is merit to that approach. There’s also value in understanding your past to make your future better.
Imagine the insights you could have if you could take a look at the last month of your marketing. You’d see everything that occurred right in your calendar.
You’d see that you send email campaigns at all kinds of times. Is that good? Does it affect open rates?
You’d see that you do a lot of marketing pushes late in the week, in one big bunch. Could this be better spaced out?
What if you could see your conversions right alongside your marketing efforts? You’d be able to spot trends right away. You’d figure out some of the bumps and dips that have been leaving you scratching your head.
Here’s the thing. Right now you might do some or all your marketing planning on a calendar. You may also do some of your analytics and reporting based on date. But there’s a disconnect between your plans, your execution, and your measurement.
We’re not going to be able to solve that right away. But, it’s something we are working on. It’s as important to look backward as it is to look forward. Better understanding what has been working helps you continue to improve your marketing.
The MashApp Google Calendar Add-on is simple in concept. Take the data from your various marketing campaigns and add it to your calendar.
It’s analytics, but on your calendar. By automating this process, we can keep your marketing history up to date and accurate. From there, it’s up to you what you do with it.
- Share it with your team or company as a marketing report
- Look for ways to improve your marketing cohesion
- See what marketing efforts led to a spike or dip in conversions
- Review what got done vs. your plan