How are those 2019 resolutions coming along? I’m sure you made some, no matter how formal.
I did. My goal is to think differently when it comes to my business. What does that mean? Being bold, and making needed changes – even though they might differ from what we’ve done previously.
Lately, I’ve had conversations with multiple CEOs and CMOs – some clients, some not. Interestingly enough, many of our discussions had a common theme – marketing spend and their desire to shift budgets and change up the same old, and maybe ineffective marketing mix. Why? Because our customers have drastically changed the way they consume media and get information. And, as business owners and marketers, it’s time we make some changes too.
Scared? Don’t be. Instead, embrace your ability to do things differently to ensure your message actually connects with your audience — on whatever device they choose. Consider these tips to help you get started:
1.Really look at your tools and what they tell you. Really. Reevaluate strategic communications planning. – Communications will forever be a part of your business, so go ahead and reevaluate your PR and marketing plan. Marketing analytics will show you which tools are working well for you and which ones aren’t. Invest your coveted marketing dollars in top performers.
2.Maximize what you’re doing online. – Include an analysis of your online and media marketing strategy, too. Social networking sites offer many advantages to marketers, but they can also be incredibly confusing. Knowing which platforms your ideal customers are using is a good place to start. Jill Rowley, one of LinkedIn’s Top Voices of 2018 says, “92% of B2B buyers start their search on the web. 82% of the world’s online population can be reached via social networks.” Focusing on your online/digital footprint can be one of the best ways to invest your budget because it can serve as a direct line to your customers. It’s like word-of-mouth marketing on steroids.
3.Repurpose and integrate your efforts. – Business consultant Ed Gandia offers great advice on repurposing your own marketing content. He explains how an article can be announced in your email newsletter, posted on your blog, quoted in social media, and reformatted into video. Using content repeatedly in different forms is a resourceful way to stretch marketing dollars and shrink the time it takes to create new content.
It’s a great time to look at your marketing communications through fresh eyes and make some changes. And, better yet, consider looking through the eyes of your customers and give them what they want.