Written by: Lewis Robinson
Every brand has a fervent desire to expand their business. That’s the whole point of marketing, right? So what do you do when your campaigns just aren’t performing like they should? Jumpstarting your existing marketing campaigns is one way of maintaining good relationships with your existing customer base while reaching out to a new set of target markets. Here are six ways to refresh your marketing strategy and breathe new life into your campaigns:
STAKEHOLDERS
Although you may be feeling burdened by the fact that your marketing strategies are lagging behind, you are not alone. The fact is that you’re not the only one responsible for coming up with a winning formula for the business. There are other stakeholders such as the product management and sales teams who have just as much riding on the success of marketing. Since they directly or indirectly supported the creation of your marketing strategy, you should consider asking for their opinion when you want to revive it. Their input is vital to reshaping your current marketing approach so you can get an effective edge on the competition.
EVALUATE THE COMPETITION
In today’s fast-paced world, digital marketing strategies are very dynamic and change rapidly. It’s time you spy the competition and check out what your competitors are doing that you’re not trying.
Remember, even if you succeeded with your current marketing strategies, things have changed over time, and you need to be at par with new trends. When spying your competitors, check to see whether they have changed things like their pricing models, introduced new products, positioning themselves differently, designed better websites, or embraced new marketing tactics . In fact, you can also consider conducting an SEO audit to see how your rankings on search engines compare.
IDENTIFY GAPS
Make sure you document on a spreadsheet or marketing dashboard all issues you come across when reviewing your collateral, processes, and templates. Identify the gaps that make customers run away or push away prospects, and find viable sales enabling tools to introduce. Solve all loopholes amicably without compromising your core marketing objectives.
COMMUNICATION
Knowledge is power and can only be achieved through efficient communication channels. Constant communication and interaction with your stakeholders will inspire them to be supportive even after the plan is complete. Once you launch your modified marketing strategies, come up with a formula for engaging with all stakeholders so they feel appreciated and part of marketing’s successes.
You should also ask your best customers why they really like doing business with you. For instance, if you’re running a dental clinic, then you’re into offering dental care. You may be shocked to realize that customers love your clinic because of its comfort and convenience, and not because of the dental options you offer. If that’s the case, then you should optimize your efforts towards making them even more comfortable instead of focusing on buying better dental braces or dentures.
TRAINING
Introduce sales training programs or product information refresher courses. Team members can be re-trained on what they may have forgotten about the products or services that your company offers. Encourage your staff to participate fully in the training programs to enhance productivity.
ADJUST YOUR COURSE
There is no silver bullet in marketing and thus you ought to try out new things if you’re lagging behind the competition. Your marketing plan can never be one and done. Instead, you should keep revising it and changing areas that don’t seem to work for you at the moment.
Making positive changes to your current marketing plan is the only way your marketing will stay relevant and effective. Review your business goals and keep them S.M.A.R.T. – Specific, Measurable, Attainable, Realistic and Timely. Sticking to a plan that doesn’t work is the first sign of trouble for any marketing team.