Marketing strategy will impact every piece of your business and it should be tied to every piece of your business.Brandon Andersen, Chief Strategies of Ceralytics
Marketing is ever-changing and evolves at an exponential rate. What worked just a few months ago won’t necessarily work tomorrow, which is why it is vital for businesses to regularly revive and refine their marketing and PR activity to drive measurable results.
Here are three key steps to revive your marketing strategy:
Review your marketing strategy
Many businesses will plough resources into developing a detailed annual marketing strategy but never revert back to it throughout the year. The first step in improving your marketing strategy is by taking a step back and reviewing your activity and the subsequent results. Conducting a regular audit of what has worked, what hasn’t, and what can be repurposed will enable you to understand how you can evolve and improve your marketing going forward,
Utilise this opportunity to question your strategy and benchmark it against your own expectation, as well as the rest of the market. Ask yourself has the competitor landscape changed? Have your audience’s needs evolved? Should you be investing more resources in one area over another? Is there a channel that is working better than others? Are the tools you are using effective? Are you on track or currently meeting your KPIs? Does your activity relate directly back to reaching your overall marketing and business objectives?
Refine & redevelop your marketing approach
As with all areas of business, knowledge is power. Once you have the answers to your questions, you can refine, redevelop and reposition your marketing tactics, in line with your overall strategy.
Utilising the findings from your review and any gaps in activity you have identified, as well as your chosen channels, make a content plan outlining the activity that is needed to help you hit your KPIs and wider objectives. While each channel should be treated individually, and one size doesn’t fit all, it doesn’t mean that your brand messaging shouldn’t be integrated across the board. From social media and digital PR to direct marketing and advertising, each of your channels can be utilised to target segments of your audience, while consistently highlighting your brand’s messaging through the development and optimisation of content.
Rank your marketing results
The most important step of reviving your marketing strategy is putting in place the process to track the contribution of your ongoing marketing activity. Whether it be brand awareness, lead generation, audience engagement, or revenue, understanding what analytics to track and measure against and utilising the correct tools is the key to long-term success.
Through tracking and measuring your results against your KPIs, you will be able to efficiently benchmark and audit your market position, as well as prove the effectiveness and need for marketing to business leaders.
To discuss how we can support you in reviving your marketing and how to get the most out of your resource, get in touch with our consultants.