Why it’s never too late to make changes to your marketing
Having to make changes to your marketing plan is all part and parcel of business growth. Here’s our advice on how to carry out a marketing shift without losing sight of your business goals.
Numbers speak louder than words
Before you make changes to your marketing plan, ask yourself why? Base tactical decisions on facts and data, not emotions. Look at the results that your current marketing output is producing, such as your social media insights, Google Analytics and the conversions they are creating. If your stats aren’t meeting expectations then it may be time to switch tactics. Reassess where your time, effort and budget is being spent, look at what is working (producing conversions/sales) and what isn’t and dial up the successes whilst putting a stop to activities that are a waste of your time and energy.
The only possible exception to this rule is Facebook. We all know how it’s ever-changing algorithm is leaving many brands struggling to get that all-important place on people’s news feeds. In 2017, it was reported that even the biggest brands in the world saw their organic reach decrease fourfold. Don’t be put off, Facebook may still be an essential part of your marketing plan. Their advertising platform is far superior to other social networks, which allows you to produce highly targetted ads with a number of desired outcomes. Facebook groups are also the perfect place to build new business relationships. So don’t totally discount it – just reassess how you use it.
But, choose your words carefully
It could be that your current marketing isn’t getting in front of your target audience. Or that your messaging isn’t attracting the right people. As your business has grown, you may have lost sight of your key messages – and that’s the stuff which really matters. A message house could help to instigate making changes to your marketing and provide a guide for all marketing communications going forward.
A robust content plan can also help you to keep that messaging focused. An essential part of successful marketing is regularly providing fresh, engaging, interesting and informative content for your readers, which includes both potential and actual customers. Get into the mindset of your target audience and think about what they would find useful and expect to find on your website or social channels. For example, beauty companies can produce how-to tutorials. Or, start up your own blog – small businesses with blogs get 126% more lead growth than small businesses without one.
Start again as you mean to go on
If you see something out there which could work for your business, don’t be afraid to give it a go.
Digital marketing provides so many ways to test, test, and test again before rolling out something across all of your marketing channels. For example, adopt some A-B testing by sending out two different email campaigns with the old and new messaging and see which has the most positive outcome. This method of testing and tweaking can be used for many marketing channels, including your website and social media. If it works for you, use that model going forward to drive your marketing goals and business forward.
You are not alone
Some of the biggest brands in the world switch it up regularly. Virgin is notorious for not only branching out into new business sectors but also subtly updating its brand identity along the way to keep it cutting edge, fresh and modern.
In summary, if you realise that your marketing isn’t working, it’s foolish to think that you can’t do something about that. Using knowledge, insight and experience to evolve your marketing and grow further in the future. Don’t be afraid to try something new. This can be carried out in-house, or you may wish to outsource your marketing to get a fresh pair of eyes on your activity.
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