- [Instructor] When you have a lot of marketing to manage,
one of the best ways you can stay organized
is by having a marketing calendar.
Without one, you run the risk
of getting distracted away from your business goals.
So what's a marketing calendar?
Briefly, it shows the kinds of messaging
that you'll be focusing on,
what customers will receive that messaging,
and when they will receive it.
Sometimes called content calendars or editorial calendars,
the essence is the same.
A marketing calendar creates a regular messaging heartbeat
to meet your business goals
and stay consistent with your marketing strategy.
The benefit of a marketing calendar
is that it turns your marketing strategy
into real content that will be created by your team
and delivered to customers through various media.
By the way, there are many courses on LinkedIn Learning
about how to create a content calendar
if you're interested in learning more.
Just search for the term in the Learning Library,
and you'll find some great options.
Along with social media, blog posts, and events,
email is a powerful component
of your overall marketing strategy,
and it deserves a place in your marketing calendar.
As with all of your marketing strategy efforts,
you'll want to follow the process
of creating email content, sharing it,
measuring its effectiveness,
and then planning for new future content
that gets the most engagement and the best results.
The only way your email will get better,
that is result in better outcomes for your business,
is if you constantly evaluate what's working.
So what do you need to consider
with regards to your email marketing calendar?
In addition to budget tracking,
you'll want to think about how often you'll send,
whether there's seasonal demands for your products,
what audiences need, what content,
and are there reoccurring events
like holidays or school breaks that affect your marketing?
The one thing
that you will struggle to plan for are surprises.
Think about how everyone had to reconsider
their email marketing strategies
during the COVID pandemic, for example.
That's when you'll want to implement a crisis plan
and reevaluate your overall marketing calendar.
If you're a yoga teacher or a studio owner,
here's how the seasons play out for yoga classes.
This type of information can translate
into the kinds of classes that you teach,
the recipes and recommendations you share
with your audience,
and if you have a global audience,
you'll want to be sure
to alternate the seasonal content you are sending
by audience location.
For example, you wouldn't want
to send stimulating spring yoga classes and recipes
if your students are stuck in deep winter.
That could result in some frustrated unsubscribes.