Follow a Marketing Cadence That Sticks — The Annual Reset

Think of it as a rhythm that keeps your marketing moving forward even when you’re busy. By setting a cadence, you give your marketing a framework so you’re not just reacting to slow periods or in spare moments.

Here’s the structure:

• Annually: Set the strategy.
• Quarterly: Turn strategy into a tactical plan.
• Weekly: Execute and track.

Each of these deserves its own article, so for today, let’s start at the top with your annual strategy.

Annually: Set the Strategy

Once a year, ideally in Q4, step back and look at the big picture of your marketing. Use this time to reflect on what worked over the past year, what didn’t, and what you want to start, stop, or continue. From that reflection, sketch out the direction for the coming year.

Your annual strategy isn’t about creating a long list of to-dos. It’s about creating a framework. This framework serves as guardrails for future decisions, helping you stay focused and avoid chasing every shiny new tactic.

A clear annual strategy should answer three questions:

1. Which Channels Will You Commit To?

Marketing channels are how you reach your niche. And here’s the truth: You don’t need to be everywhere; in fact, you shouldn’t be everywhere.

Trying to do it all — posting on every platform and showing up at every event — dilutes your impact and leaves you exhausted.

Instead, pick a handful of channels where you can show up consistently and reach your niche effectively. That focus will give you better results than spreading yourself too thin.

Some examples of channels you might choose include:

• YouTube
• LinkedIn
• Speaking engagements
• Networking groups
• Guest-writing for publications
• Guest appearances on podcasts

Choosing just a handful of channels doesn’t mean you’re doing less; it means you’re doing the right things more effectively.

2. What Content Will You Create?

Once you know where you’ll show up, you need to decide how you’ll show up.

Ask yourself two questions:

• What formats does my niche want to see from me?
• What formats can I realistically produce consistently?

For example, I can write an article like this in about two hours. But when I try to produce a video, the project drags on for months and often never gets published.

Think about your own strengths. If you’re charismatic and love to talk off the cuff, video or podcasting might be your lane. If you enjoy presenting, webinars or live talks could be a perfect fit. Prefer to stay out of the spotlight? Writing or creating informational graphics might suit you better.

Also consider formats that help you capture leads such as quizzes, scorecards, or downloadable guides.

The key here is focus. Pick a few content types you can deliver consistently all year. Doing a few things well will always outperform doing “everything” inconsistently.

3. Which Influencer Relationships Will You Nurture?

Finally, look at relationships: Who already has the trust and attention of the niche you want to reach?

This might include:

• Traditional centers of influence such as CPAs or attorneys
• Nontraditional connectors like consultants, coaches, HR professionals, or even online personalities

At this stage, don’t worry about specific names. For now, just identify categories of influencers you want to build relationships with.

Later, when you create your quarterly tactical plan, you can identify individual people in each category and decide how you’ll connect with them.

The Big Picture

Your annual strategy is about direction, not details. By defining your channels, content, and influencers, you create a clear framework for the year ahead.

This clarity makes it easier to build a tactical plan each quarter and keeps your marketing focused and consistent, no matter how busy you get.

Kristen Luke is the President of Kaleido Creative Studio, a marketing consulting firm that helps financial advisors define their “Who” and “How” through their OnNiche® program. With nearly 20 years of experience, Kristen has consulted with hundreds of financial advisory firms and shared her expertise through industry conferences and publications nationwide. She is also the author of Uncomparable: The Financial Advisor’s Guide to Standing Out Through Niche Marketing. Eligible advisors can request a free copy at onniche.com/book-request.

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