What is your marketing plan for 2019?

By: Richard Michie

Over on The Marketing Optimist Facebook page we ran a very simple poll over the Christmas break.

We asked: What are your marketing priorities for 2019?

A – Retain more customers?

B – Attract new customers?

We shared the post to a few Facebook groups who’s members are largely start-ups, though we know there are a few more mature businesses owners in there too. The post did pretty well, maybe because the Christmas TV was so poor this year, we reached 1,650 people and got 78 votes. This is how they stacked up.

marketing plan

In the first few days the poll was out there the figures skewed much more heavily towards gaining new customers, at one point the poll sat at 95% for option B.

Are these figures a surprise?

Given where we shared the poll, start-up and founders groups, the fact that 85% wanted to focus on gaining new customers isn’t a surprise. When your business is new and don’t have many customers to retain, of course that’s where you focus your marketing efforts.

Our assumption seems to bear weight. When we looked at the respondents favouring retaining existing clients, they were more established businesses who presumably have a more developed customer base.

While these figures are interesting, what the poll couldn’t tell us is – Do any of these business owners have a marketing plan to help then achieve their chosen priority?

More importantly – If they have a marketing plan how they are going to measure if they have achieved their goals?

What should your marketing plans be for 2019?

That all depends on where your business is in its life-cycle. If you’re a new start-up, then gaining your first customer will be the hardest thing you ever do. Getting someone to hand over their budget to a business with no track record is a tough call. But once you get one under your belt the next clients are easier.

It’s a fact that marketing to new clients is an expensive game and takes up a lot of time, money, blood, sweat and tears.

Retaining and expanding an existing customer on the other hand, if you’ve done a good job, is comparatively less expensive and stressful.

Finding a healthy marketing mix of retention and acquisition can be a tricky balance, especially in the early days of a company where anything new is really exciting and existing customers can fall be the wayside.

Regardless of which path companies choose, one thing which makes the difference between success and having a marketing plan.

If you know what you want your marketing to achieve in 2019, but don’t have a plan, give us a call on 07834 197785 or fill in the form and let’s make your marketing priorities come to life.

Your Name
What date would you like?

Interested in speaking to The Optimists?

Right from the beginning of our time working with The Marketing Optimist, they’ve taken the time and effort to get to understand Sharp Consultancy as a business and not just a client. We’ve seen a huge increase in the effectiveness of our social media strategy, particularly on Linkedin and we’re delighted with the impact it’s had on the business.

Jamie Caulfield

Regional Director, Sharp Consultancy

It was a pleasure to work with The Marketing Optimist on this project. It felt like a true collaborative effort on the day and they made the interviewee's feel at ease whilst talking about their journey on our RISE programme. The final video was professional and engaging, we have received great feedback around the quality and creativity of the case study. Including the video in our presentation made it come to life, with real humans sharing their stories, so thank you to the Marketing Optimist!

Hannah Prole

Impact Manager, Better Connect Limited

Case Studies


Marketing for Local Government

Moresby Hall Hotel

Hotel Rebranding

Sharp Consultancy

B2B Social Media for recruitment

The Edit LDN

Managing advanced eCommerce SEO

Better Connect

Digital PR and video production for events

Tango Networks

Marketing support for a global telecoms business

You may also like…

Using Generative AI is not a competitive advantage

Using Generative AI is not a competitive advantage

It's controversial but I firmly think that using AI is not a competitive advantage. I'm talking particularly about Generative AI such as ChatGTP, Midjourney and similar platforms that churn out creative copy, images and even video based on prompts. In this talk I gave...

SEO Manager – Remote/Hybrid

SEO Manager – Remote/Hybrid

We’re looking for an SEO Manager to join The Marketing Optimist. We’re growing fast and we’re looking to add a Search Engine Optimisation marketer who wants to expand their existing strategic marketing skills on some really interesting and diverse clients. You’ll need...

Here comes another Google Core Update

Here comes another Google Core Update

Google Core Updates come in waves. Each time one is announced, the SEO internet goes crazy. Rumours swirl around about how the changes will affect how websites rank. SEO’s on Twitter (sorry X), LinkedIn and now TikTok will begin sharing charts and graphs showing how...

Get to the Point 4th Edition

Get to the Point 4th Edition

While most people are slowing down, The Marketing Optimist are gearing up for 2024. So we are really pleased to announce the 4th Edition of Get to the Point will be held on 19th March Santander Work Cafe, Leeds! If you’ve not come across Get to the Point before, there...

Get to the Point Leeds Digital Festival 2023

Get to the Point Leeds Digital Festival 2023

In our second year of running Get to the Point at Leeds Digital Festival, we decided to step up our game a little and move to the offices of Glean at Leeds Dock. With improved tech and lovely surroundings, we brought nine great speakers to this year's Get to the...

The biggest trend in SEO

The biggest trend in SEO

The future of SEO is always a mystery, and those who try and predict how it’ll change are certain to be proved wrong. Regardless, I’m going to stick my neck out, and hope I’m wrong in my predictions. AI Generated content is going to be the biggest trend in SEO...