Mid-year
is always a good time to re-evaluate your marketing strategy, especially when
there has been a period of downtime. Whether you are using direct mail, email,
mobile, or social media, here is a quick checklist to make sure that, as you
look forward to the rest of the year, you are hitting all of the basics.
1. Make a plan.
What
are your marketing objectives? They are likely somewhat different than they
were at the beginning of the year, and that’s okay. What are your goals now? Re-engage
your audience? Recapture lapsed subscriptions? Build your e-commerce engine or
delivery services? Have specific goals and apply numbers to those goals to help
you measure success.
2. Target emotion.
How
do you grab attention and get your audience to act? Now more than ever, people respond
to how products make them feel rather than the details of what those products
do. Insurance makes people feel secure. Freedom to travel makes people feel adventurous
and independent. Developing personas rather
than just demographic data can be a great investment.
3. Understand the journey.
Some sales happen quickly. Others
are the result of a process that includes discovery and education before the decision
is made. This is called the “sales journey.” Take the time to understand what
your customers’ journey looks like. Also, take the time to understand the
benefits of each communications channel. Where does print fit? Email? Social
media? Video? Which channels work best to move your prospects from one stage of
the sales journey to the next?
4. Market to the generation
of “me.”
This
is the “me” generation, so tailor marketing content to your target audience.
This can be done through personalized communications that match images, messages,
and offers to individual recipients. Or it can be done through strategic
targeting and segmentation.
5. Create a timetable.
When
and how do you intend to deploy the components of your marketing strategy? Success
depends not just on getting the right message in front of the right audience,
but on getting the right message in front of your audience at the right time.
Create a plan for what content to deploy, using which channel, and when.
Miss something on the
checklist? Need help with implementation? Give us a call. That’s why we’re
here. Please give us a call at 440-946-0606
Or visit our website here for more information.
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