Before we know it, the first quarter of 2014 will be behind us. Hopefully the annual marketing plan that was so carefully developed is being implemented, and so far, proving successful. Although, there’s one valuable aspect to remember – plans aren’t set in stone. While some initiatives prove to be as successful as you anticipated, there are others that may need enhancing along the way. Here are a few suggestions to ensure you find continued success throughout the year:

Monitor, then Modify: If you’re not measuring performance, you won’t have a clear understanding of what’s working. Set objectives and individualized metrics for each effort in order to measure effectiveness. With consistent evaluation, you’re able to make necessary tweaks along the way, and you’re not stuck reacting to what you ‘could’ve done’ differently.

Evolve: Sure, objectives and goals are imperative, but within loose parameters. Allowing your plan to continue developing throughout the year decreases the likelihood of missed opportunities. Industries change, customers foster new needs and wants, and the tactics to engage with them is ever changing.

Stay Focused on the Mission: Don’t lose sight of your end goals, which are likely increased awareness, relationship building and an uptick in sales and profitability. Keep in mind the overall mission of your product, service – even your identity – and strive to maintain just that.