There are so many things marketers can do that sometimes they lose focus on the overall strategy. Is the approach you have chosen aligned with the goals of your organisation? Are the tactics still relevant? Is your strategy outdated? So, what are the warning signs that you need up update your marketing strategy?
Just plain old
If your strategy is older than two or three years, it’s probably time to update it. With so many updates, technology, platforms and new processes, you need to consistently account for change. Marketing is always developing and at a rapid pace. Anything over three years old can be falling behind. Content marketing, programmatic buying and customer analytics are just a few new tactics you could consider. Try to go over your strategy every twelve months. You don’t have to give it an overhaul, just adapt and update. Sometimes it helps to make personal improvements, online courses are a great way to keep up to date with industry trends.
There is a stronger focus on health in 2018 compared to ten years ago. The same people are searching for nutritional recipes over junk food recipes. If your audience is changing, then you must change with them. If your strategy doesn’t account for change, your audience will go elsewhere.
How do you know if preference has changed? Simply listen to your audience. Surveys, keyword research and trends a just a few ways you can gauge change. Marketers will often forget to listen because they are so focused on what they are going to say. Address changes in your audience.
Lose sight of the overall picture
Because there are so many marketing tactics, we sometimes lose sight of how they will all work together. How will social, SEO, SEM and email marketing all work together? To avoid this, you need to start with a business strategy. This will help you determine which marketing efforts will help you get there quickest.
Value over volume
In 2018, it’s no longer enough to just turn up the volume; you must have value there. You must integrate value into your strategy. There is plenty of content and information online but is it of value and quality. People still value high-quality content.
Your brand doesn’t have a unique knowledge base and point of view. Are you demonstrating knowledge and opinion through blogs, articles, webinars, events and other methods to establish yourself as a leader in your field? If not, you need to start updating your strategy.
As your business and market change, are you making sure the allocation of marketing budget changes too? Has one marketing channel shown growth or potential over another? Do you have a room in your budget for innovative new tactics? It may be time to reassess your marketing spend. If the channels you have been using are no longer getting results, you must change things up. It’s time to relocate your budget to new channels. You can use eVoice virtual numbers to track marketing channels and see which ones are working the best.
If any of the above is describing your business or your marketing strategy, it’s time to step back and reassess your marketing strategy. Start with your business your business goals. Then map out tactics and channels that will help you achieve these goals. If you need more clarity, get some help.