I'm self-reflective by nature, but I've been pleasantly surprised by how much I've learned about myself this year.

A solid marketing strategy, built on product-market fit, will have your audience singing your praises for you. It will create efficiency in your business, help you answer tough questions about how to grow your business, and provide opportunities to connect with your target audience. In other words, it will be worth the initial upfront investment.

Having a deep understanding of your value as a brand, who is in your community, and why they’re interested in your product or service will save you a great deal of headache and dollars spent. These elements should matter deeply not only to your marketing strategy but also to your business strategy as a whole.

Your ability to build trust and loyalty with your customers depends on how people feel about your brand and what they come to expect of you.

Now, more than ever, brands need to be clear about who they are serving and why. Their clients and customers are focusing on their most essential needs, turning to the companies they trust the most, and seeking authentic connections.

It can be hard for a small business owner or entrepreneur to take time away from other ongoing projects and invest the resources required for a truly integrated campaign. But the dividends often exceed the investment, and once you find a mold that works for your brand, building on your campaigns will be a piece of cake.

For startups and small businesses especially, it is critical to know exactly what you are trying to achieve on social media so you don’t waste any time or money trying to reach your target audience.