When you have identified that your marketing tactics are in a rut and what this means for your brand, you need to know how to tackle the problem at hand.
Once you have identified that your marketing is in a rut, it’s time to figure out how to rectify it.
Here are 10 actionable steps to get your marketing back on track :
Establish what success looks like in your business
What will successful marketing do for your business? Would it result in more sales newsletter and sign up, it will create brand awareness, product recognition, build brand loyalty or improve your brand’s reputation ?
Start by defining the most important goal/s for your business and take it from there.
Establish what’s not working
Now that you know what the goal is, take a look at your current marketing and identify the factors that are not helping you to reach your goal.
Take a pause on your media spend
To avoid you from wasting more money, put a pause on your media spend and work on figuring out a new strategy. Think about how you can align your business and marketing goals and map out a rollout strategy.
Consider hiring a marketing agency
Once you have a clear goal and plan, consider recruiting the help of a marketing agency or full-time marketing assistance.
Investing in a marketing agency will give you the expertise of graphic designer, web developer, copywriter, marketing manager, campaign manager and SEO expert under one roof, which is more cost-effective than hiring an in-house creative and marketing team.
This gives you more time to focus on your business, you can say goodbye to time spent on trial and error.
5.Concentrate on having a marketing strategy
A well-thought-out marketing strategy is an essential part of executing any marketing plan. Marketing strategy details and documents your business and marketing objectives, your current marketing efforts and looks at your competitors success and failure points.
Marketing strategy will look at your target audience and segments, as well as how to attract them. This followed by appropriate digital platforms to use and how this will be executed based on your budget.
In this budget you give, you will need some form of results metric worked out, which will act as guideline for your marketing spend and how much you will need to spend to achieve your desired results.
- You have to spend money to make money
You need to spend on your marketing to gain new business leads, newsletter signups, brand awareness and reach any other marketing objectives.
Quantifiable marketing is incredibly valuable, but it can be done on a very small or non-existent budget. If funds are tight, then the general rule is to stick to one platform and execute marketing exceptionally on that one platform.
Google Adwords is usually the platform that will get you the fastest results on a more limited budget.
- Exact measurements in place
An excellent marketing agency will set up a key performance indicator document for you to be able to measure your marketing efforts each month. This takes in consideration the budget and proposed results stated in the marketing strategy and fleshes everything out for you.
Here is an example, if you have a car dealership and your main objective is to sell cars, success for your business would be 20 car sales a month.
The document will look at :
- Your overall marketing budget
- Your advertising channels (Facebook, Twitter, Instagram )
- Your benchmark, which could be to sell eight cars on wheel 24, Five on facebook, five on instagram and two on twitter.
This will be the document each month and worked out per quarter and per year for a holistic view of success. This also acts as a quick reference guide for the campaign manager, ensuring they know where to optimise the campaign according to the performance this month and year to date.
- Hold someone responsible
By hiring a marketing agency, you are able to hold the expert accountable for your businesses marketing success or failure. Whichever hardly they fail, they provide you with more than you expect and put your business first above all.
- Embrace the change
You have to understand that your dedicated marketing agency is not a separate entity; rather, they are an extension of your business. It is important to communicate product launches, campaign pushes, seasonal items, offline efforts and any plans you may have with them so that your brand has a cohesive feel on and offline.
- Look at your monthly feedback
Make sure you get a monthly report back from your dedicated marketing agency or marketing expert. This should highlight the performance for the month, showing what worked, what didn’t and what can you learn from this going into the next month.
Take the time to read through this and make a passive decision to better your business.