Is it time to detox your marketing strategy?

Posted on 28th January 2020 by Fiona

page down

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:

  1. 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?

  1. 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.

  1. 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.

  1. 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.

  1. 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!

BROWSE MORE CONTENT

What makes (or breaks) a B2B marketing team?

Hayley Moss is currently regional marketing director for Smiths Medical and has a wealth of experience in the healthcare sector amassed over the last 20 years. Her expertise in building effective marketing teams has seen her work for some of the leading companies in this sector, leading some of the most successful marketing campaigns in […]

Read more...

Posted on
Post-pandemic working: will WFH become the norm?

At Skout, we’ve always had a flexible working policy which has been instrumental in helping the team juggle various commitments and manage the work-life balance over the past ten years. However, with the UK lockdown making remote working a necessity for most businesses over the past five months, many have seen the benefits it can […]

Read more...

Posted on
Why is integration so crucial to B2B marketing success?

Integrated thinking B2B marketing – Interview with Sue Westhead Among her many talents, Sue Westhead is a serial Skout client. We’ve been her B2B PR agency in three separate roles over the past 10 years. One of the reasons we love working with Sue is that, like us, she’s a great integrated thinker when it […]

Read more...

Posted on

Get in touch?