It has been said that each new year should come with some healthy reflection. But such annual reflection does not need to be limited to your own personal goals; your own company may need a good dose of fresh new thinking too.

In reviewing your company’s marketing communications, ask yourself these questions:
Are the right people finding you?
Are you reaching out to the optimal target audiences to stimulate their interest in your company?
What do your messages say about your brand?
Are you engaging potential customers with the right message, so that they trust your company and your products?
Is there room for improvement? In relevance? Timing? Frequency?

It’s possible to change how current and potential customers see your company and its products. By using a simple checklist, you can create content that properly engages your customers (and potential customers) by telling the story you want to be told.

Here’s how:

Know your audience. Look at your current customers. What problems have you solved for them? Then spread the word.

Know your USP. Review your Unique Selling Proposition. What do you do really well? Be sure to capitalize on it.

Know your mix. How are you going to reach the right target audience?

Know your branding. Are you consistent in using not only your company’s look and feel, but your organization’s core identity?

Know your success. Set goals and measure. How else are you going to know if you’ve succeeded? Every element of your marketing mix should have success metrics attached. Posting a customer case study to your website, for instance, should have an analytics goal set up for downloads.

Your marketing communications should be compelling, relevant and effective with your target audience. This is your year to make your communications work well for your company. And don’t be afraid to ask for help. There are plenty of resources out there who can develop and manage a communications plan for you.