How to Evaluate Your Biz (and Your Marketing) Before You Plan for 2026
Before you jump into a brand new year with fresh goals and a shiny new planner, it helps to pause and look back at what this past year actually looked like for your business. Not in a dramatic way, or in a "let's judge every move we made" way. But more like a simple check-in. Like you're asking yourself, "Alright, how did things really go?"
Planning for the next year without reviewing the prior one is like booking a vacation without checking the destination on a map. You might still get somewhere fun, but the trip is much smoother when you know what you're working with and what to expect.
Let's walk through how to look back on your year with honesty, clarity, and a cup of coffee in hand. When you understand what this year taught you, planning for next year becomes a lot easier.
Step 1: Start With a Year-End Reality Check
Think of this as your "let's look under the hood" moment. Nothing fancy. Just you, your numbers, and some honest reflection.
Pull up the data that you track for your business: sales, engagement, website traffic, client feedback, social stats, whatever you use to understand how things are going. This doesn't have to be a deep dive into spreadsheets. It's more about noticing what stood out.
Ask yourself:
1. What felt surprisingly easy this year?
2. What felt heavy or frustrating?
3. Where did our effort actually pay off?
4. What took up way too much time for too little return?
You might find that your biggest growth moments came from the simplest actions. Maybe you finally got consistent with email newsletters and saw more replies. Or maybe a workshop or event brought in really warm leads. These moments matter. Once you know what actually worked, you can start building a plan around it.
If you're not sure how to evaluate what stayed relevant and what didn't, revisit our social post on how to do a content detox. That one helps with clearing out the stuff that's no longer serving you.
Step 2: Look at Your Marketing Data (The Easy Way)
We can probably all agree that most people do not want to spend hours in their analytics dashboard trying to decode every piece of information. The good news is you don't need to.
Just look for trends. What stayed steady? Where did you see spikes? Where did things fall flat? Start with the basics, such as:
1. Website traffic: what people actually visited
2. Email stats: opens, clicks, replies
3. Social content: what got real engagement, not just likes
4. Conversions: where inquiries or purchases came from
The goal is not to obsess over every number. It's to understand what your audience responded to. If your simple, real-life posts outperformed your polished sales graphics, that's worth paying attention to. If your long-form educational content generated the most traffic, that tells you something, too.
If you want help rediscovering your own voice, our blog post, AI for Authenticity: How to Use AI Without Losing Your Voice, might be a good next stop.
Step 3: Revisit Your Audience
Your audience changes. People move, priorities shift, new needs pop up. So it's worth asking yourself: Who are we actually talking to right now?
Not the people you used to serve. Not the people you think you're serving. The ones who actually showed up for you this year. Think about:
1. What they asked you for
2. What content did they interact with
3. What problems did they need solved
4. What seemed more interesting this year than last
Once you understand your people again, your 2026 marketing becomes clearer. You'll stop guessing what to post or promote. You'll know.
Step 4: Review Your Systems and Energy
Let's talk about your behind-the-scenes setup. You'll want to give some serious thought to what actually helped you over the year, what made your life easier, and what consistently stressed you out.
This isn't just about tools. It's about your workflow, your routines, and your capacity. Maybe you brought on a contractor or team member, and it completely changed your workload. Perhaps you used AI to help with notes or outlines, and it saved your brain during busy seasons. Or maybe you switched scheduling platforms and instantly felt lighter.
And then there are the things that simply didn't work, and that's okay, too!
You don't have to drag broken systems into a new year. This is your chance to simplify what needs simplifying and refine what still has potential.
Step 5: Celebrate Your Wins
Before you start dreaming up next year's goals, pause and acknowledge the good stuff. Celebrate the big wins and the small ones:
1. A project that turned out beautifully
2. A client who left a glowing testimonial
3. A moment you trusted your creativity, and it paid off
4. The weeks you showed up, even when you were tired
5. The boundaries you set
6. The growth you didn't even notice until now
These things matter just as much as revenue or reach. They reflect who you're becoming as a business and as a leader. Not to mention, celebrating them builds momentum for next year.
Step 6: Make Your 2026 Plan (That Fits Your Reality)
Now that you've looked at what 2025 taught you, you can start mapping out your 2026 with intention. Start with just three main priorities. Not eight, not fifteen, just three. Then build your plan around those priorities.
Some things you may prioritize include strengthening your brand storytelling, improving client onboarding, growing your email list, building new offers, investing in team support, or increasing local visibility.
Next, give yourself realistic goals with flexible milestones. And instead of planning everything for a full year, break it into quarters. That way, you can pivot when you need to without feeling like you failed. Don't forget to give yourself space for creativity, too. Some of your best ideas will show up when you're not forcing them.
Step 7: Incorporate Giving Into Your Strategy
It can be pretty powerful when businesses show up for local nonprofits, especially those that align with your vision and mission. Generosity not only has a real business impact, but also builds trust, local visibility, and a brand that people are proud to support.
As you plan for 2026, look for ways to weave giving into your strategy that feel true to your values and your community.
Step 8: Make Your Marketing More Human
If there's one theme that stood out in 2025, it's this: people want to hear from real humans. Not perfect messaging or endless sales pushes, but just you. So ask yourself:
1. Are we showing up in ways that actually feel like us?
2. Does our marketing sound human?
3. Are we creating space for conversation, not just content?
Heading into 2026, the brands that will stand out are the ones that feel genuine and grounded. Everything else will eventually fade out.
The Grit and Glimmer Takeaway
A new year doesn't ask you to reinvent your business. It asks you to reflect, refine, and move forward with a clear vision and goals.
Look back at what this year taught you. Take the lessons that matter, release the things that weighed you down, and carry forward the work that feels aligned. Then step into 2026 with a plan that feels doable, thoughtful, and human. One that supports your growth without draining your spark.
Here's to a new year of creativity, strategy, and showing up with both grit and glimmer!
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