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Tools and Tips to Take Your Marketing Strategy to the Next Level - Brett Clawson - Blog

Tools and Tips to Take Your Marketing Strategy to the Next Level


To say that the marketing landscape has changed in the past 20 years simply doesn’t do justice to the revolutions and innovations the industry has undergone. In fact, it’s likely changed in the last 20 minutes! While this can be very intimidating for even experienced advertising professionals, it also forces them to put more thought and analysis into their tactics. Let’s look at how more detailed planning on the front-end of a new strategy or campaign can lead to less work and more results in the long run.

Take Stock of Your Current Plan

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Before you take an axe to your current plan, gather with key decision-makers and stake-holders to evaluate it. Honestly consider what’s working and what isn’t. If certain things are working well, talk about how to capitalize on them and feed growth. If nothing is working, you’ll be able to identify your pain points and create specific plans to address them.

Work on Understanding Your Customers

Far too many businesses focus on their products and processes so much that they lose sight of who their customers are, what they need, and how to help them get it. This sounds basic, but even the best-run marketing departments need to be reminded of this from time to time. With digital and social analytics so readily available, it’s easier than ever to see who is checking your company out, and who isn’t.  It is always helpful to draw the distinction between the attributes of your core audience (current, loyal customers) and your target audience (customers you are trying to get.) Create a name and a backstory for them and introduce them to your sales force.

If your audience is broad (or if you want it to be broader) customer segmentation is a great way to release messaging on multiple fronts. Divide your client base into sub-groups based on whatever relevant demographics you choose. We know that no message or campaign can be all things to all people. However, if you can deploy different messages to different people, you may be able to “have your cake and eat it too.”

Go Mobile

Hopefully, your company has embraced digital marketing in some form or another. These are the tools and channels that have really revolutionized how we buy, sell, shop and make purchasing decisions. It’s where your customers are, and you can bet your competition is there too.

When plotting out a digital strategy, it’s important to have a “mobile-first” mentality. This means that you need to make sure your creative and messaging are easily and clearly accessible on a tiny smartphone screen. It’s crucial because consumers have become used to the instant gratification and convenience of buying what they need from the device they have in their pocket. If you accidentally give them any reason to click away, like a web page whose design isn’t responsive or mobile-friendly, you’ll have a hard time ever getting them back.

If it’s within your budget, developing a mobile app will solve most of those problems for you. It will also enable you to send out push notifications of special promotions or events.

Set Measurable Goals and Metrics for Success 

Another concept that seems elementary but still gets ignored frequently is the setting of measurable goals. Success is measured differently in different industries, so it’s important that your team is all on the same page. Whatever the metric is, put a number to it. Don’t say “we want to be number one.” Say, “We want to increase our market share by 5% in the next 120 days.” This not only defines what you consider to be a “win,” but it also puts a timeline and sense of urgency to it.

After setting measurable goals and timelines, the next set is assigning and delegating roles and duties. If everyone understands the big-picture goal of the marketing campaign, they will be clearer and more enthusiastic about the part they play in it.

Track Your Progress Honestly

Finally, marketing without results is an exercise in futility. You need to see how your efforts are paying off after you’ve put your work out to the world. Branding is a long-term play, and you should never abandon a big picture strategy lightly. That said, you need to monitor analytics like web traffic, social media likes and follows, and of course, revenue to see if your messaging is getting through. If, not, consider tweaks in the messaging and copy, before reconsidering the whole strategy.

Marketing is a team effort, and everyone in your company needs to understand your goals, plans and methods as much as possible. These tips will help you set the plan and communicate it to your staff.

Publish Date: February 21, 2020 9:25 PM

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