January is typically a time to say goodbye to old habits and introduce some new ones. It might be a time to declutter the wardrobes, put a stop to the chocolate addiction, or take up more exercise. And, why not extend those resolutions to your business marketing campaigns too? The start of a new year is the perfect time to stop wasting resource and energy on those marketing activities that aren’t delivering a return on investment.
It’s time to review your marketing strategies and evaluate just how well (or not) they are working for your business. If there’s room for improvement think about adopting a fresh approach. Here are five ideas to get you started on your marketing detox:
- Resolve to stop sending your target audience irrelevant content
You’re not going to be the only business competing for your target audiences’ attention, so it’s critical that your content is highly targeted and speaks to them directly. Also, consider whether you’re targeting these audiences via the best channels. Are you marketing efforts best spent on social engagement, direct communications, targeting key publications, or perhaps a combination of them all?
- Stop making assumptions about your target audience
How well do you know your target audiences? Any idea what makes them tick? Their likes and dislikes and what they read, listen to or watch? If the answer is no, then it’s time to stop making assumptions and take the time to do some audience profiling. These insights will help define your messaging and comms strategy for the rest of the year.
- Time to cut to the chase
When writing a piece of content for a generic audience, it’s sometimes difficult to pitch it at the right level or feel the need to include as much jargon as you can to really demonstrate that you know your stuff. However, technical jargon, or superfluous fluff can be off putting for readers, and if they lose interest, you’ve lost your opportunity to influence them. Keep marketing content short, to the point and readable.
- Mix it up
We all want to make quality content that performs well over our social channels and which engages our target audiences. If you’re guilty of churning out the same old content time and time again, consider mixing it up this year with short blogs, customer testimonials, video, case studies, podcasts, infographics, memes, gifs or even interactive games.
- In with the old, out with the new
Some marketers feel under pressure to consistently generate new and fresh content, but more time and effort should be put into creating evergreen content that can be reused time and time and again. Content assets such as eguides and ‘how to…’ articles will help generate web traffic and engagement and can be easily refreshed to remain current.
If you’re planning a marketing refresh in 2020, we’d be interested to hear about what’s working well for your business, or if equally if you need some support deciding on a new strategy for 2020, give us a call!