Many Australian small and medium enterprises (SMEs) find consistent marketing a challenge. A marketing calendar is the solution – it’s simply a plan of what marketing activities you’ll do, and when. It’s not about rigid rules, but about proactive organisation to maximise your return on investment. We’ve helped countless businesses get organised, and it consistently delivers better results.

Let’s break down how to create one. Start with a central document – a spreadsheet works brilliantly. Think of it as your marketing command centre. The core elements are date, activity, channel, target audience, and budget. Don’t overcomplicate it initially; you can add columns later as needed. We recommend starting with a quarterly view, then filling in the details month by month.

Here are a few insights that really matter:

• Align with Business Goals: Your marketing isn’t an island. Every activity should directly support your overall business objectives – whether that’s increasing sales, building brand awareness, or launching a new product.
• Map to the Customer Journey: Consider what your ideal customer is doing at different stages. Are they discovering you for the first time? Are they evaluating options? Tailor your content and channel choices accordingly. For example, awareness campaigns suit social media, while detailed product information is better on your website.
• Seasonal Opportunities: Australia has distinct seasonal peaks and troughs for many industries. Factor in key dates like school holidays, public holidays, and industry events. Planning ahead for these can significantly boost your results.
• Content Pillars: Don’t just think about individual posts. Develop a few core themes – ‘content pillars’ – that you can revisit and repurpose across different channels. This saves time and ensures consistent messaging.

Don’t forget to schedule time for analysis. At the end of each month, review what worked and what didn’t. Look at key metrics like website traffic, lead generation, and sales conversions. This data will inform your planning for the next period. A calendar isn’t ‘set and forget’; it’s a living document that evolves with your business.

The outcome? A clear, organised marketing plan that drives consistent growth. Your next step is simple: open a spreadsheet and start blocking out your key activities for the next quarter. Even a basic calendar is better than no calendar at all.