Spring Clean Your Strategy
Traditionally signaled by warmer weather, there are few routine experiences in life as extraordinarily cathartic as spring-cleaning. But spring-cleaning doesn’t just have to be for your house.
It’s time to push the reset button, remove the dust that accumulated over the winter and rejuvenate your marketing strategy for the year ahead. Spring-cleaning refreshes your marketing, energizes employees and maximizes efficiency. And as both the business world and technology grow more complex, it’s even more crucial take a step back to evaluate and fine-tune your business and marketing strategies.
So if you’re like most marketers, who only have time for a quick reset, here are three essentials for your spring-cleaning to-do list.
Look at your company through an outsider’s perspective will give you a better idea of how current your practices are in comparison to other companies. Even if you are not focused on changing the face of marketing, it is crucial to remain up-to-date with modern marketing strategies.
This doesn’t always mean hiring a consultant or a second-party. Simply searching your brand can bring to light aspects of your marketing strategy that need a face-lift or need to be eliminated. It also can give you a good idea as to how your company is generally perceived and received by the public.
• Update basic information.
This can include address, contact and product information. Something as basic as updated information may seem like a no-brainer, but you’d be surprised how many companies overlook their most basic content because of their focus on higher-level marketing strategies.
• Think visual.
Marketing tactics that focus on visual presentation typically capture more consumer interest. This is due in part to the time that consumers spend on different platforms and the amount of information available to them. If your content has not captured their interest in a matter of seconds, they are on to the next piece of information. Consider redesigning your visual strategy with this in mind.
The consistency of your strategy applies to both timing and platforms
If you have decided to utilize certain social media channels, make sure that you are not posting once a month or three times a day for a month and then once every three months. It will be up to you to decide how many times per week you are posting but it is essential that this happen, so that customers feel part of your routine.
Travel & Leisure’s Instagram account is a great example. Every Sunday night they post a photo of a vacation spot they would rather be. Aside from the beautiful content, this weekly post is successful because followers develop a connection with the company that feels personal.
• Across platforms
Does your company look cohesive across the board? If not, cleaning up your strategy to ensure that there is a nice overlap of design and content on all of your platforms and channels is crucial. Sometimes one company can really feel like two or three because their platforms lack a unified theme, design or general feel.
It has been argued that the future of marketing strategy is “one-to-one”. This means that more and more companies are differentiating their strategies and products for individual consumers. While this may seem daunting or beyond what your company is currently capable of, understanding this approach may help you uncover areas in your strategy that could be tweaked in some way towards personalization.
These can determine consumer preferences, consumer history and the best channels and platforms to reach a specific consumer on. On a greater scale, database technologies can also portray general consumer trends.
With this information in hand, you will be able to offer consumers targeted promotions and offers, which can severely increase sales and consumer engagement on social media channels.
Like any type of spring-cleaning, starting out with an all-or-nothing mentality will only lead to burnout and lackluster efforts. Instead, make your spring-cleaning a period of reflection and positivity.
Eliminating the negative and extraneous is important in all aspects of our lives, and it is especially important in marketing strategy. But like any type of spring-cleaning, starting out with an all-or-nothing mentality will only lead to burnout and lackluster efforts. Instead, start by cutting even one aspect of your strategy that isn’t as effective as expected. This will free up time that can be better spent focusing on a strategy with greater potential for success.
After all, spring-cleaning is just a state of mindfulness and action that can be instigated year-round, in any season and for increased results, on a regular basis.