Whether you’ve been in business for a long time or are just starting out, your marketing strategy is one of the first (and most important) areas to focus your energy on. The way you market yourself, and, in turn, the way others perceive you, is so essential to your long-term success.

You might already feel comfortable with your current strategy, but unless you’re willing to adapt every once in a while, you’ll find yourself struggling. Spring is a great time to start, and if you add these basic tasks to your to-do list, it’ll be smooth sailing in the months ahead.

Objectify and quantify.
Think of your marketing strategy in two ways: what you want to gain and what you’ll need to change in order to get there. It’s wise to make a list of these goals, and separate them by week, month, or even quarter so that you don’t get overwhelmed.

Perhaps you want to double the number of prospects in your pipeline, or you want to increase your interactions with prospects on social media? What are the small steps you can take each day to make those goals a reality—like increasing your e-mail and Facebook presence, for instance.

Make yourself known.
It’s one thing to have a solid brand, and another to make sure your brand is put in front of the right people. Focus on how you want yourself and your business to appear from the outside. Light-hearted? Serious and knowledgeable? And make sure that everything from your social media presence to your promotional materials matches your persona.

Have a monthly check-in with yourself to ensure you’re keeping on track, and brainstorm new ideas for how to better communicate your brand focus with your audience. For example, if you want your brand to feel less stiff and more relaxed, try incorporating some quirky, lifestyle related photos into your marketing materials, or take a more personalized approach with your marketing in general.

Follow the 80/20 rule.
The 80/20 rule goes hand-in-hand with a more personalized marketing approach, but should not be overlooked even if you prefer a more serious tone to your marketing. The rule states that 80 percent of what you share with your clients and prospects should be personal—meaning un-related to your business and related more so your personal life. While 20 percent of what you share should be business-focused.

This rule helps you avoid boring your audience or sounding too salesy, and can help you make more of a connection with your audience—speaking with them as opposed to at them.

Whether you’re looking to completely revamp your marketing or add a few finishing touches, this year offers plenty of promise if you step back, evaluate your strengths and weaknesses, and heed these tips.