You already did the hard part—you created a marketing plan. (Although, creating it with Enji was pretty easy, right?!?)

That alone puts you ahead of most small business owners (seriously, in our State of Small Business report it showed that less than a quarter of small business owners have a marketing plan). Regardless, the reality is, a great marketing plan isn’t something you set once and never touch again. It’s something you revisit, refine, and improve as your business changes and grows. 

If you’re an Enji user, you already have everything you need. Let’s walk through how to tighten, refresh, and strengthen your marketing plan so it works even harder for you this year.

Revisit Your Marketing Goals 

Before you create more content, launch a new campaign, or add another task to your calendar, start with your marketing goals.

Open your Marketing Strategy and do a quick check:

1. Are your current goals still aligned with where you want your business to go this quarter or year?
2. Are the channels and platforms still the ones you want to prioritize? Anything you want to add or remove?

This step is less about “new year, new me” energy and more about being intentional with your marketing. If you haven’t already, this is a great moment to revisit why intentional marketing beats vague resolutions. Read this blog on why setting marketing intentions beats resolutions.

Why are you doing this? Because when your goals are clear and current, everything else in your plan becomes easier to execute.

Refresh Your Customer Personas Because Your Audience Has Evolved Too

A lot of small business owners who do their own marketing create their customer personas once and then never look at them again.

But you? You’re going to work smarter than that. So ask yourself:

• Did I book a new type of “dream client” this past year?
• Did I pivot my services or niche?
• Did I start hearing different questions in discovery calls, emails, or DMs?

If the answer to any of those is yes, it’s time to refine your personas.

You can update your customer personas yourself or run your ideas through our Customer Persona Generator. Most of the time, you don’t need to reinvent them—just sharpen them. Small updates here can make a huge difference in how clear and confident your messaging feels.

Once updated, reflect those changes inside your marketing strategy tab. 

Re-evaluate Your Content Pillars

Inside Enji, we recommend six content pillars—Inspiration, Entertainment, Engagement, Education, Promotion, and Community—each designed to support different types of buyers at different stages. A well-rounded content strategy uses a mix of these over time so you’re not only educating or promoting, but also building connection, trust, and momentum.

This is a good moment to zoom out and ask:

• What type of content have I been creating a lot of lately?
• Where have I been lighter or missing entirely?
• Am I mostly speaking to people who already know me—or also helping new and hesitant buyers move closer to a decision?

And by the way? Inside our social media scheduler, when you choose the relevant content pillar while creating content, you’re doing more than organizing your strategy—you’re giving our AI Copywriter clearer direction. That extra context helps it understand why the content exists, which leads to stronger first drafts (which leaves you with less editing time).

Create Your Marketing Campaigns for the Quarter

One of the easiest ways to make your marketing plan even better is to really make sure you’ve planned ahead so you see things coming. And that’s where your marketing campaigns come into play. 

Inside Enji’s Marketing Campaign Templates, you’ll find ready-to-use structures for things like email list building, SEO, or even launching a new product. These aren’t meant to be one-and-done. They’re meant to be reused, refined, and repeated.

And remember, campaigns aren’t just “big launches.” Any collaboration, summit, event, limited-time offer, or focused promotional push can (and should) be treated as a campaign.

So pick 2-4 campaigns you want to run throughout the year and set them up. That way you see it coming and can start working on things with plenty of time. 

This is something a lot of Enji users told us clicked for them after watching the video below. Seeing campaigns used as containers for everything (not just big announcements) helped them realize they could finally organize their marketing in a way that made sense.

Strengthen your Social Media Execution

If social media has felt heavier than it should lately, you’re not making that up.

According to this year’s State of Small Business Report, most business owners aren’t struggling because they aren’t marketing—they’re struggling because their marketing doesn’t feel like it’s reaching the right people (and over half of small business owners said they would quit social media if they could).

Part of the reason small business owners want to quit social media is because the need to be online is overwhelming, and 81% say they’ve already felt burnout this year. If that’s you, we’ve got some good news: consistency in marketing doesn’t mean constant output. 

You don’t need to post every day or live inside your content calendar. What actually builds trust—and keeps you visible without burning out—is predictable presence. 

And we’ve got the tools to help 😉

Now is the perfect time to audit your current social media strategy and ask things like:

• Is your current posting cadence realistic for your schedule?
• Do you need to adjust how often you batch content?
• Are your posts clearly connected to your goals or just filling space?

Once you’ve answered those questions, open your Social Media Scheduler and make a few strategic moves:

• Add evergreen content you can reuse over time (if something is performing well, use the schedule again feature inside your calendar)
• Fill upcoming weeks using the blog repurposing tool so you’re not starting from scratch
• Create visual grid placeholders to see your plan at a glance and spot gaps early

This is how consistency becomes supportive instead of stressful.

And if social media has started to feel like a hamster wheel again, this blog on how to spend less time on social media is a solid reset (and a reminder that doing less, on purpose, usually works better).

Make Your Marketing Plan Better by Repurposing Content

Making your marketing plan better often does not mean doing more work. It means doing smarter work.

A simple repurposing workflow might look like:

Using the blog repurposing tool to turn one blog post →

• Three Instagram posts 
• Three Pinterest Pins pointing back to the blog

One high-performing past post →

• A short-form social post
• A longer caption or carousel
• Using the “schedule again” feature to reshare it with small edits

One client win or insight →

• A social post
• A testimonial highlight
• A talking point you can reuse in future content

Use the AI Copywriter inside your Enji account to repurpose last quarter’s top-performing content instead of starting from scratch every time.

Need help setting up your system? Read this guide on how to create a system for repurposing content.

Use Your KPI Dashboard to Improve Your Strategy

Last but not least, when it comes to making your marketing plan better, you need to check your KPIs. Tracking your results is where improvement actually happens.

The State of Small Business Report shows that users who look at their marketing data at least once a month are 1.5x more likely to rate their marketing as effective. And 2.8x as likely to rate their marketing as very effective if they use the data to make decisions.

That’s exactly why we have KPI Day! So be sure to check your KPI Dashboard every month and look at:

• What platforms are bringing in new people
• How many new leads have inquired (and/or packages booked)
• Whether or not people are engaging with your content (think link clicks vs. IG follows)

Then ask: What’s working and how can I do more of that?

This creates a powerful loop: data → action → improvement.

Your Best Marketing Year Comes From Small, Smart Tweaks

You don’t need a brand-new marketing plan. You just need a refreshed one.

The most effective marketing plans aren’t rebuilt every year (that’s just busy work). Instead, a few intentional updates can make your existing marketing plan feel clearer, easier, and more aligned almost immediately.

So, to make your marketing plan even better: Log into Enji, open your Marketing Strategy, and look at it with fresh eyes. What’s one thing you can add or remove right now?

Those small refinements are what compound over time. When your strategy reflects where you are now, everything else gets easier—content creation, consistency, and decision-making. And that’s how your marketing plan starts supporting your business instead of feeling like another thing to manage.

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Tayler Cusick Hollman

Founder of Enji | Small Business Marketing Strategist

Tayler Cusick Hollman is the co-founder of Enji, a strategy-first marketing platform built specifically for small business owners who do their own marketing. With 10+ years of experience in small business marketing, Tayler has helped thousands of founders create clear, repeatable marketing systems that drive consistency, visibility, and revenue—without relying on agencies or complicated tools.

Her work focuses on simplifying marketing strategy, turning plans into execution, and helping small business owners replace scattered tools with one integrated system. Tayler’s frameworks and insights are used by entrepreneurs across industries to plan, execute, and evaluate their marketing with confidence.