We’re half way through the calendar year so it’s a good time to take stock of how your marketing has performed against expectations. Is it delivering or is it time for an update? There’s no point in flogging a dead horse.
To help you decide whether you need to refresh your marketing we’ve put together the following 6 tips.
1. Assess your current marketing strategy
A lot has changed over the past few years, if you haven’t kept up there’s a good chance your current plan is out of date. Digital technology has made a massive impact on the behaviour of buyers and how they find solutions to their problems. If you’re still trying to generate demand solely through traditional marketing methods you might be missing out on valuable online opportunities.
So check you’re on track to meet those objectives that you set yourself at the beginning of the year, if not then you need to act NOW by reviewing your activities and understanding what’s not working.
If you don’t have a current written marketing plan, then shame on you.
2. Check your web Analytics data
I still come across the odd site that doesn’t have Google Analytics (GA) code installed and that’s a crime. However, I speak to many clients and prospects that just give lip service to their Analytics data with most only looking at the number of sessions and users per month.
GA is free so make sure your web developer has added it to your site. It provides a great deal of information to help guide your marketing decisions such as the number/percentage of visitors from a mobile device or tablet, the top content visitors are interested in and the channels they are using to find your site.
You can use this information to focus on the areas that are working for you.
3. Take advantage of all available tools
I mentioned Google Analytics but there are plenty of other free and paid tools out there to help your business win. Set up a Google Alert for key phrases or competitors that you’re interested in, do the same on Social Mention. Set up a social media listening post in Hootesuite. This will provide you with information on what’s happening within your target markets and help you decide whether you need to be there.
Use lead capture mechanisms on your web pages to capture email addresses and use email as a lead nurturing tool, preferably through autoresponders.
4. Understand the importance of your website
For most of you the company website is the main shop window into what you have to offer your audience. It provides access to your business offering 24/7, all day, every day. It never gets sick (ok sometimes) and never asks for a pay rise. So why do so many businesses fail to keep it up-to-date or provide it with some TLC? Get your site an SEO and content audit and be surprised at the results.
Once your site is up and running and from an SEO perspective is structurally sound with no broken links, then attracting new visitors comes down to Content Marketing and social media activity. Make sure you have a content marketing and content creation plan in place. Your Analytics can guide your priorities.
5. Eliminate what’s not working
Don’t get stuck in the “we’ve always done it this way” trap. Things are evolving; it’s about survival of the fittest. If you’re business isn’t moving forward quickly enough then you’re getting left behind. Assess what’s working well and try to understand why. Dedicate more time and resource to the activities bringing in the best return and be ruthless in eliminating those activities that are devouring not only costs but also the spirit and attitude of the team.
6. Don’t be afraid to experiment
Sometimes to be successful we need to take risks but we can manage the risk involved by taking small steps and running pilot schemes in new markets or channels we want to target. By monitoring activities and results closely we can make quick decisions on whether to expand the scheme or to quash it. The trick is to fail fast, don’t procrastinate, kill it and move on. If it’s successful we can slowly invest more resource and then move on to the next pilot opportunity.
If you’d like more information on how to get involved in digital marketing or want to know more about how we can help with your Marketing Strategy or any other aspects of Digital Marketing, call 01803 413481 or email i[email protected].