Remember to give your marketing some TLC ????
You’ve heard us say it before, but if there’s one constant thing about the marketing world it’s the pace at which things change. In fact, if you’re still doing things the same way you were a couple of years ago, then it’s likely that you’re missing out on a whole host of new tips, tools, and techniques that could be making your life easier.
Now, adapting and growing based on these changes doesn’t mean that you have to change everything that you’re doing to market your brand or services on a weekly basis – in fact, definitely don’t do that. But benchmarking your activity and evaluating what you’re doing against current industry best practices is a must if you’re looking to continue to see success.
So, where to start? Check out 5 of our top tips for giving your marketing efforts a bit of a revamp.
Check your audience
Just like industries and best practices change, so do the audiences interested in them. If you’re thinking about revamping your digital activity then check that you’re still talking to the right people. Perhaps your audience has grown up a bit, their priorities have changed, or you’ve broadened your area of business to encompass a new country with different needs – whatever the reason, make sure that if your audience has changed, the way you appeal to them also changes.
Review your keyword research
Just like checking your audience is still interested is important, it’s essential to make sure that the super awesome keyword research you did ages ago is still, well, super awesome. See what products or themes are relevant now, and make sure that you’re using the right language to talk about them. It’s also a good idea to review the average monthly search volume (AMSV) for some of your key terms and make sure that they haven’t been tipped off the top spot by a keyword newcomer looking to catch you out.
Evaluate your results
One of the best ways to find out what you could be doing better is to look at what you’ve been doing already. Use tools like Google Analytics to find out what your best-performing channels have been over the past 12 months, and find out what sort of activity is bringing you the most converting web visitors. Equally, find out what hasn’t been working. You can use this information to work out what you should be doing more of, as well as identifying areas where you’re perhaps wasting energy on activity that isn’t resonating in the way you expected.
Try out some trends
As we’ve already mentioned (once or twice) things in the digital world change pretty quickly – which means there are always new trends to try out. When it comes to refreshing your activity, take a look at what’s trendy right now and see how you can use that information to build on what you’re doing. One trend that just doesn’t seem to be going away is our ever-growing reliance on mobile devices, so if your last refresh was before the big mobile boom, it’s time to make some changes. From chatbots to AR, there’s always something new to try.
Go back to the drawing board
Whether it’s your blogs or your social media, it’s easy to get stuck in a rut. That’s why it can help to go back to the drawing board and start from square one. Put aside everything that you’ve been doing and let your mind run wild – ever produced your own video? Made a bunch of GIFs? Or run a Twitter competition? Now might be the time to try.
So, when should you do it?
When it comes to refreshing your marketing activity, there’s no hard-and-fast rule for how often you should do it. Really, you should do it whenever you feel like your activity isn’t working as well as it good be, or when things are stagnating a little compared to usual. Equally, if you’re expanding, then it may be worth checking that your activity can cope with your growth. There’s never a bad time to give your marketing activity a bit of TLC.
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