Are you in a marketing rut? Have you had success with one particular tactic and created your entire strategy around it? No worries, we have all been there at one time or another. Spring is here, and it’s a great opportunity to revitalize your marketing. Here are four ideas to help you get back on track.
Yes, a marketing message needs to be relevant to your audience, but it also needs to reach your audience. With so many outlets available to us and the consumer, we have to make sure that the content we put out can be consumed in a variety of ways. Popular forms of content that should be part of your marketing mix could include:
- Direct Mail
- Social Media
- Digital Guides
- Print Materials
- Recycle: Repurpose, Reuse, Reinvent
Keeping things fresh is not always easy. In fact, there are times when coming up with new content can be overwhelming. As opposed to inventing something new every time, be sure to review previous content and look for ways to reuse it.
- Repurpose existing blog posts as articles or social media posts
- Reuse content from other news sources to share with your network
- Reinvent by driving traffic to existing content by creating multiple varied social media posts
- Be aware
Things do not always work as we expected. We all get caught in situations where we created a plan around our ideas, and may not have considered what is important or resonates with our audience. We have all had bad months, social networking that did not take off as planned or events where attendance was down…it happens. It also gives us the opportunity to reassess.
- Look for opportunities to connect with your consumer.
- Take a moment to reconnect with peers, faculty, students, and decision makers to ensure you are aware and in the loop.
- If something is not working, change it or determine if you can make small tweaks to increase your chances for success
- Get rid of those things that have never worked.
- Do not be afraid to try something new.
As Bob Sevier always says, “Don’t fall in love with tactics. Fall in love with results.”
Measure and measure again. Having the right marketing mix is key to effective scaling and duplicating the process. Set a series of goals and benchmarks for your marketing activities; track which bad habits you are losing, as well as the strength and momentum your revitalized plan is gaining.
Let the spring cleaning begin…